2016 sales: $395 million
Employees and hosted agents: 1,900
Previous ranking: 36
3300 University Drive, Suite 1
Coral Springs, FL 33065
T (954) 344-8060
Website Website Executives
CEO: Michelle Fee
COO: Vicky Garcia
CFO:: Tom Kruszewski
CHIEF INFORMATION OFFICER: Brian Shultz
2016 Developments
All sales through hosted agents.
Invested in marketing solutions that incorporate economic, demographic and behavioral segments in data mining to target the right client at the right time with relevant promotions, sales and marketing pieces.
CP View: New tool helps agents match sailings and itineraries with audiences based on customer data, sales trends and consumer behavior. The goal is to serve up clients that would be ideal targets; with a few clicks in the Cruise Planners system, a marketing communication is created to generate new business.
Automated email confirmations: Cruise Planners agents can simply email any reservation from hundreds of vendors and have the fields instantly input into the back-end data system to help Cruise Planners travel agents get paid faster and with less manual entry.
Increased sales: Overall, Cruise Planners travel agents increased their year-over-year sales by double digits.
CP Savvy: Cruise Planners has grown its internal home office team, including key roles in marketing and sales, business development, technology and training, enabling agents to receive more support than before. This resulted in CP agents booking travel further out and upselling by using Cruise Planners' proprietary tools.
Focus on land and luxury travel: Cruise Planners sales mix continues to grow in all sectors with focus on river cruise, luxury travel and land vacations, which includes all-inclusive resorts. The company has committed to increasing land and luxury promotions while still maintaining its focus on cruise vacations.
Company Facts
An American Express Travel Representative, a host agency and franchisor of home-based travel agencies.
100% of sales from leisure.
Member of American Express.
Privately held. Michelle Fee, Vicky Garcia and Tom Kruszewski own 100% of the company.
Looking Ahead
Will redesign the eREZ 3.0 back-office tool used by Cruise Planners agents. Two years in the making, this new system will change the way agents interact with their clients and reservations. Designed for optimal performance and scalability, eREZ 3.0 is designed to work on any device in any location.
Prioritized both land and luxury as focuses for the new year, including new marketing assets, tools and training for agents.
Continuing to roll out the strategic CP Insights program to get the right marketing piece to the right client at the right time. Using client data to track purchase behavior and demographic information to better target clients.
Launching a revamped training program, a cutting-edge learning management system for agents.
Cruise Planners agents with associates are the most successful, so the company is creating a virtual Associate Virtual Training program where agents can continue to grow their business by bringing on travel agents under their leadership.