PHOENIX -- The Leisure Co. intends to operate the Vacation Store as
its retail arm, selling directly to consumers and specializing in
"high-volume, high-value" vacations, including cruises, inclusives
and packages, John Garel, president and chief executive officer of
the Leisure Co., said.
As reported, the Leisure Co., the 10-month-old America West
Holding Corp. subsidiary that operates America West Vacations and
Destination Leisure, recently purchased the Vacation Store, a
Virginia Beach, Va., retailer that has generated $24 million in
revenue thus far this year. Terms were not disclosed. The Vacation
Store principals -- David Kaufman, chief executive officer, and
David Wolfe, president -- will continue in those positions.
The Vacation Store was founded in 1995 by Landmark
Communications, which owned the Travel Channel at the time.
Landmark sold the Vacation Store to Kaufman and Wolfe in 1996 and,
in 1997, it merged with Fort Lauderdale, Fla.-based 1-800-TAKE-OFF,
a travel marketer. The Vacation Store's toll-free number and its
Web site, www.takeoff.com, connects to its Virginia Beach call
center.
In January, the Vacation Store opened its location in the
Hilltop East Shopping Center in Virginia Beach, which became its
headquarters. It sells Travel 2000 luggage and accessories and has
preferred relationships with Carnival Cruise Lines, Delta Air Lines
and SuperClubs.
Garel said the Vacation Store is the third part of the Leisure
Co.'s three-pronged strategy: to operate America West Vacations and
private-label brands; build the Destination Leisure wholesale
brand, and operate a retail brand selling directly to
consumers.
The Leisure Co. is a separate subsidiary of America West Holding
Corp. from America West Airlines, which has a separate board and
management team.
Garel said the aim is "to remain competitive within the leisure
market. We're seeing it happen all over, with American Express
entering the wholesale business [with its purchase of Travel
Impressions this year] and Gogo and Liberty Travel. We are looking
at a business model that includes agencies selling our wholesale
product. We want to provide great value products to travel agents
because we recognize the tremendous value that they provide the
consumers."