The Dreams travel business was acquired by Songhai Capital from Sun International during 2014. Dreams, a predominantly outbound tour operator, packages leisure holidays for the individual South African and events and incentives for South African corporates.
Established 11 years ago by Sun International, Dreams was responsible for all the marketing and sales for the Royal Livingstone and Zambezi Sun hotels in Zambia. The model increased occupancies of the hotel substantially and within a year, Dreams took on all the other leisure properties in the Sun International fold.
The Dreams team negotiates the elements of a package in bulk on behalf of their clients. These include airfares, transfers, activities and hotel rooms and then package them for sale individually. The local South African travel trade remains their primary source of business.
On the corporate event and incentive side of the business, primary partnerships include the Professional Conference Organisers (PCO) network and other event management companies, allowing Dreams to manage group business for big or small groups of delegates. Groups that have travelled with Dreams include, ASATA, Pick n Pay, Mannatech, Flight Center, SAP, BP South Africa and Shell to name but a few.
Dreams is both ASATA and IATA registered and works closely with its local and global retail travel partners to expand its product offering to include tailor-made inbound packaged tourism business and to exclusively represent the business interest of hotel groups across the globe in the near future.
Dreams Chief Executive, Erica Barrett, has been involved in the travel industry for almost 27 years. She joined Sun International where she headed the tour operating division and initiated and developed the corporate travel business.
Before joining Sun International, she was with Creative Tours where she grew the business until it was sold to Tourvest within a year. After the acquisition, she ran the UK, Europe and ski divisions of Tourvest and went on to become divisional director of their in-house tour operating business.
During the earlier years of her career, Erica was involved in sales and managed relationships on behalf of Club Med and MSC and brought Valtur, the Italian version of Club Med, to South Africa. From Valtur, she joined Sure Bleeker Travel, where she managed the Bidvest executive team’s corporate travel requirements before joining Creative Tours.