Holiday Dreams: Two working mums launch business and crush targets in their first year!
- 12 Mar 2025
- Advantage Member
Holiday Dreams opened in March 2024 and 12 months on their success story marks a remarkable journey of dedication and passion! Founded by best friends and mums Joanne Devaney and Laura Rodrigues and operating under the Advantage Managed Services (AMS) model, in just one year they’ve grown their business on Spalding’s high street from scratch, turning their shared dream into a reality. With a wealth of experience in the travel industry, their success is a testament to their commitment and love for what they do. We spoke to Joanne and Laura to find out more about their first year and hear their tips for success.
Q: Congratulations on hitting your one-year anniversary! Going back to before you opened, could you tell us what made you take the plunge to set up your own business?
Joanne and Laura both have extensive experience in the travel industry. After working in travel for many years, they took a three-year break to work for the NHS. When they returned to the travel sector, the environment wasn’t quite what they had hoped for. After quitting their jobs, they found themselves having a drink together at the pub, where they discussed their shared desire to work together and create a business that aligned with how they wanted to operate in the industry.
Joanne: “We both had teenage sons, so it was the right time in our family lives.”
Their friendship, which dates back to their teenage years, formed the foundation of their partnership.
Laura: "It had to be done then and there, or it wouldn’t happen otherwise. That was the best time to do it!"
Q: How important was it to open on your local high street?
Being local to Spalding, they felt the high street was the right place for their business.
Laura: “It was a no-brainer! We didn’t even think about anywhere else, even though there were already two other agencies on the high street.”
Joanne: “We had a loyal customer base from Thomas that followed us when we moved, so we knew we would succeed.”
Q: What were the biggest challenges in the first few months, and how did you overcome them?
Laura: “Money was the biggest worry, making sure we had enough cash flow to cover bills and pay our own wages.”
Joanne: “Every penny we had went into this. Once you’ve made that decision, failing isn’t an option or you lose everything.”
Joanne also noted, “The scary part was, do people want someone on the high street? Is the high street dying out and will the internet take over?”
They promoted their new business on Facebook only three weeks before going live and received great feedback. Since opening, they’ve been non-stop, and everyone was so pleased to have them back!
Joanne added, “It was really scary. If it didn’t work, what would we do if it failed? But we didn’t let it.”
Q: Can you share any highlights from your first year, or standout moments/bookings?
Joanne: “Some customers have already booked five holidays with us. The word of mouth has been amazing! It’s not just locals, we’ve got people from all over the UK booking with us. And we’re only promoting through Facebook!”
Laura: “It never feels as busy as when we were at Thomas Cook, but we’re doing the same as we were then.”
There have been many highlights for Joanne and Laura as they exceeded their expectations in the first year, particularly in terms of sales. They had set themselves a high target of £1 million in sales which they reached in December 2024. On their one year anniversary they had an incredible £1.5 million in sales.
Working together has also been a highlight for them. “Every day is just fun, it doesn’t feel like work,” says Joanne. Despite working six days a week, they have maintained their close friendship.
Q: How has Advantage supported you in setting up and during your first year?
Joanne and Laura both say Advantage has been a key source of support from the very beginning, in particular from Business Development Manager Gemma Sparrow.
Joanne: “Gemma’s become our ‘business mum.’ She’s always there when we need her, and it’s also the recognition when we do something well. We don’t have anyone above us, so having someone say, ‘you’ve done an amazing job,’ really means a lot.”
Laura: “Everything really, from the finance department to the systems that have been so easy to use, and the training was excellent. There was no confusion, and we always felt supported.”
Q: Last year you shared that your aim was to achieve a good work/life balance and enjoy your jobs. Do you feel you’ve accomplished that?
Achieving a work-life balance is a priority for both Joanne and Laura who have their own families they wish to nurture as well as do some travelling of their own. And despite working six days a week, they feel they’ve managed to maintain that balance.
Laura: “Yes, definitely. Even though we work every day, it feels like we’ve achieved that balance. Our families have been so supportive, and we’ve been able to be there for our kids. We trust each other so much that if one of us needs to nip off to an appointment, the other has it covered.”
Q: What does the future hold for Holidaydreams?
Laura: Usually, many people want to branch out and open more stores. But after speaking to several other members at the AMS Conference last year in Fuerteventura, who also only have one store, we feel the same way. This is our baby, and we want this to be a success.
“We are our brand, and we don’t want to work separately. We are Holiday Dreams, and if we’re not sitting here together doing that, then the business isn’t Holiday Dreams.”
They’ve recently hired a third person, Kirsty, which has given them more flexibility, but they remain very hands-on with the business.
Joanne: “We’re looking at expanding into different areas, but it’s still very early days.”
Joanne and Laura are also looking forward to introducing homeworkers into their business.
Q: Finally, what advice would you give to retail consultants looking to set up their own travel agency?
Joanne and Laura’s advice to anyone considering starting their own travel agency is clear and simple as they both simultaneously say... “Do it!”
Joanne says, “You have to love the industry, love people, and love what you do. You might not travel yourself for a while, but if you love it, you’ll thrive.”
Laura agrees, “If you’ve got the money, don’t hesitate. Go for it!”
Last year we had the opportunity to speak with Laura at the AMS Conference in Fuerteventura, watch here to hear Laura talk about Holiday Dreams and why joining Advantage was the right choice for them...
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