Become a Home Based Travel Agent

An Interview with Michelle Fee, CEO
Cruise Planners
By: Joanie Ogg CTC, MCC

We had the pleasure of interviewing Michelle Fee, CEO of Cruise Planners/American Express for the March issue of HBTANews. She offers some great suggestions on weathering the current economic storm. She also shared in this interview what makes Cruise Planners stand out as a very strong and financially stable company.

How is Cruise Planners/American Express different other host agencies?

Answer: For one, we are a franchise company- this actually confuses some agents, but what they don’t know is that we are highly regulated. So this gives us great credibility along with the comfort that we are a viable company. Our business model is 100% based on helping agents build their business. We don’t sell memberships, we don’t compete with our agents – ALL of our time is spent looking at ways to develop programs to support our Cruise Planner agents.

How does the American Express affiliation fit with Cruise Planners?

American Express is one of the world’s most recognizable companies- “The Blue Box”, from a credibility factor - is huge. But really the programs we have access to are great as well, the newest and one we are extremely excited about is Paying with Points. We can now redeem our customers American Express points for cruises.  So clients not wanting to part with cash right now, can use their points to cruise. Another program is the Mariner’s Club, where our customer sails with a group that is hosted, has custom shore side event as well as cocktail parties and gifts- It’s a win-win for all.   Our agents love these programs as it sets them apart.

In this economy, what advice do you have for an agent to grow their business?

The best advice that I can give is DON’T STOP MARKETING- If you do, you lose! It’s as simple as that. If you say- Well, I don’t have the additional dollars to market, than join a host that can solve your problem. If you are not affiliated with any host, you need to be.  Don’t go it alone in this environment- Sit down and make a chart, put a check mark next to all the positive programs each host can bring to your business, then weigh out who is the best fit for your model. (See below for suggested questions).

What is your outlook for 2009? If you would’ve asked me this question in the last quarter of 2008, I think I would’ve written a different answer. But living through the 1^st Quarter of the year, I am very optimistic- I believe that we are truly in “Wave Season”- Our agent’s phones are ringing and we are seeing the needle move. Yes, the prices are low, but we are using them to hook first time cruisers. One thing we never did was stop marketing, we were sending out pieces for our agents even throughout the holiday season- and our message was “Book Now- Prices are the lowest in years- No Risk”. There is no doubt that we are in scary times, but I’m glad that I’m in the travel industry and not selling cars!  

Here are 6 questions that agents should ask EVERY host, compare the answers, then look for the host that best fits your needs.

Don’t just join one because they “claim” to give highest commissions. But, rather look for one that can help you grow your business.

1. Every Host Agency should have some type of Technology to help support your business

   1. Is there a charge for technology?

   2. If you are looking to be an online player, is there a lead generation program?

   3. What can their technology do to help you be a cruise player?

   4. Do you own your own site or only a page within the Home Office site? I say, build your own reputation,

2. I can’t remark on all types of agents, but Home Based agents must find a host that has a great marketing program. For the most part Home Based agents tend to be “grass roots” or market in their local area. This would be the one program that should be at the top of the list. As I stated above, its nice to get paid big commissions, but what would you rather earn 15% of $1,000, or 13% of $5,000.  A strong marketing program will build your business

   1. What type of marketing is available to members?

   2. Is there a cost? (Any good host should have programs with either no cost or a minimum cost to participate)

   3. What’s involved for the agent- Any turn-key programs available.

   4. Make sure the host has multiple ways for you to touch your customers- I.E. print, direct mail, online

3. How many current members are there?

   1. If there are thousands, beware- you want to make sure you’re not a number. But don’t get me wrong, you don’t want to join a host that has less than 300, or you just won’t be able to play with the big guys.

   2. How many Home Office members are there to support you, help you grow your business, and solve issues

4. Does the host have a business that competes with you?

   1. In other words, do they sell direct to customers- again beware, you don’t want your customer list in the wrong hands

   2. Make sure you own your list, there should be a non-compete in your contract

5. Do you have local cruise line support?

   1. Make sure you work with a host that allows you access to your local reps, this is invaluable.

   2. Take advantage of earning local co-op dollars, creating relationships with your reps, attend local functions

   3. If a host won’t share their list, then beware-beware-beware. What do they have to hide?

6. What type of business development and training does your host offer?

   1. Make sure they offer online training, both live as well as on-demand. It’s always nice to have live webinars so that you can ask questions along the way. Webinars should feature cruise lines executives, product knowledge, marketing tips, etc.

   2. Seminar’s at Sea- What a better way to learn about the product you sell, but to experience it with your membership peers

   3. Conventions- Does your host run an annual convention- make sure it has all the components. Cruise Line speakers, Trade show, Interaction with the companies executive staff, camaraderie amongst your peers.

Cruise Planners Won the Prestigious Magellan Award from Travel Weekly in 2008