• by Tanya Gazdik , December 16, 2011

Sears Holdings is partnering with International Cruise & Excursions, Inc. to launch Sears Vacations, a full-service leisure and travel program designed exclusively for Sears customers.

Sears Vacations will provide customers with the opportunity to opt-in to receive exclusive offers and values on travel and vacation packages primarily through an online platform. Sears Vacations is designed to appeal to a broad demographic of family-centric customers.

The service launches in the first quarter of 2012, just in time to target customers who are planning their trips for spring breaks, a popular vacation time across many demographics.

Sears is not the first department store to venture into the travel business. JCPenney launched a nationwide travel program in 1987. Regional department store Boscov’s Department Store has run a separate travel department for 37 years. The Reading, Penn.-based company has stores throughout Pennsylvania, Delaware, Maryland, New York and New Jersey and also operates a travel website.

ICE, a global leader in travel based membership and loyalty rewards programs, partnered with TravelBlox LLC., a Chicago-based company specializing in customized online vacation solutions, to introduce the Sears Vacations concept.  ICE will design, implement and manage the web-based platform for Sears Vacations, while also providing travel fulfillment and customer support through its client services center located in Scottsdale, Ariz. and its supporting global offices.    

Sears Vacations will be merchandised and marketed by ICE through all Sears authorized touch points, including retail stores, partnerships with Sears' licensed business partners and Sears.com.

The program will be geared toward the value-oriented Sears customer, said ICE President and CEO John Rowley.

"Sears is an iconic brand with strong customer loyalty,” Rowley said in a release. “Sears Vacations aligns perfectly to Sears' history of providing customers attractive, valuable, high-quality products and services.”