Cruise Planners
A U.S. home-based travel-agency franchise network specializing in cruises, luxury vacations, tours, and destination travel.
Last updated August 22, 2026
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Overview
Cruise Planners is a U.S. travel-agency franchise network built around home-based travel advisors. Founded in 1994 in Coral Springs, Florida, the company developed a model in which independently operated franchise businesses use the Cruise Planners brand, training, systems, supplier relationships, and marketing support to sell vacation travel. Its franchisees specialize in cruise reservations, luxury vacations, escorted and independent tours, and travel to destinations in the United States and around the world. The company was co-founded by Marvin Davis, Michelle Fee, and Lynn Korn. Its early development followed the expansion of franchised and home-based travel-advisor models, allowing individual agents to operate with comparatively low physical-overhead requirements while benefiting from a centralized travel business platform. Davis and Korn later retired, and their interests were acquired by Palm Beach Capital in 2007. In 2013, Michelle Fee, then chief executive officer, joined chief operating officer Vicky Garcia and chief financial officer Tom Kruszewski in purchasing the company from Palm Beach Capital. Fee became Cruise Planners’ sole owner in May 2022. Cruise Planners operates as a licensed travel agency and participates in industry organizations including the Cruise Lines International Association, the International Franchise Association, and the American Society of Travel Advisors. These affiliations connect the company and its advisors to cruise-industry education, franchise-sector resources, and professional travel-advisor networks. In September 2022, Cruise Planners announced that it would join Signature Travel Network, a major agency consortium, strengthening its connection to a broader network of travel sellers and supplier relationships. The business serves customers seeking planned leisure travel rather than operating as a cruise line, hotel company, or tour operator. Its advisors can arrange cruise itineraries and related vacation components, including destination travel and broader holiday packages. This advisory and booking role gives the brand a service-oriented position: customers receive help comparing itineraries, selecting cabins or travel arrangements, and coordinating a trip through a travel professional. The company’s franchise structure also makes the individual advisor a visible part of the customer relationship. According to the cited reference material, Cruise Planners has more than 2,500 franchise owners across all 50 U.S. states and approximately 115 employees at its Coral Springs headquarters. Its geographic reach is therefore national in franchise coverage, while the vacations booked through its advisors can involve international destinations. The company has received recognition from franchise and travel-industry publications, including repeated Best in Category honors from Franchise Business Review, inclusion on Entrepreneur’s Franchise 500 list since 2004, and a No. 20 position on Travel Weekly’s 2023 Power List. Broward County also recognized the company’s local economic and tourism contribution by proclaiming January 29, 2019, as Cruise Planners Day. Cruise Planners is privately held and is not identified in the supplied reference material as a publicly traded company. Its current business identity is centered on a large U.S. network of home-based travel franchise owners supported by a Florida headquarters, industry memberships, brand-level resources, and agency-network relationships.
History
Cruise Planners was established in 1994 in Coral Springs, Florida, by Marvin Davis, Michelle Fee, and Lynn Korn. It was created as a travel-agency franchise network, with a focus on enabling travel professionals to sell cruises and other leisure travel through a common brand and support infrastructure. Rather than operating ships or owning destination properties, the company functions as a travel intermediary whose franchisees advise customers and arrange bookings with cruise, tourism, and hospitality suppliers. The company’s home-based franchise model became central to its identity. Franchise owners could operate travel businesses from home while using Cruise Planners’ systems, training, marketing resources, and supplier relationships. Over time, the network expanded across the United States and developed a specialization in cruises, luxury vacations, tours, and travel to destinations worldwide. The headquarters remained in Coral Springs, where the corporate organization supports the franchise network and manages brand-level operations. Before Marvin Davis and Lynn Korn retired in 2007, their interests in the company were purchased by Palm Beach Capital. This created a period of outside ownership before management involvement returned to the ownership structure. In 2013, Michelle Fee, Vicky Garcia, and Tom Kruszewski together purchased Cruise Planners from Palm Beach Capital. Fee served as chief executive officer, Garcia as chief operating officer, and Kruszewski as chief financial officer in the leadership group associated with that transaction. Fee later became the company’s sole owner in May 2022. Cruise Planners’ institutional position is supported by its status as a licensed travel agency and by memberships in the Cruise Lines International Association, the International Franchise Association, and the American Society of Travel Advisors. These affiliations reflect the company’s participation in cruise distribution, franchising, and professional travel-advisor communities. In September 2022, the company announced that it would join Signature Travel Network, connecting its franchise network with one of the travel industry’s large agency organizations. The company has expanded to more than 2,500 franchise owners in all 50 states, supported by approximately 115 employees at its Coral Springs headquarters according to the cited reference. This structure gives Cruise Planners national U.S. distribution while allowing individual advisors to serve customers in local markets. The travel sold through the network can be international even though the franchise system and corporate base are U.S.-centered. Recognition has been an important part of the company’s public profile. Franchise Business Review named Cruise Planners Best in Category in 2021, 2022, and 2023. Entrepreneur has included the company on its annual Franchise 500 list since 2004, and Travel Weekly ranked it No. 20 on the 2023 Power List. Locally, the Broward County Commission proclaimed January 29, 2019, Cruise Planners Day in recognition of the business’s perceived economic and tourism impact. Cruise Planners remains a privately held, active travel franchise brand. Its current model combines a centralized Coral Springs organization with a large network of home-based franchise owners. The company’s core proposition is travel expertise and booking assistance, especially for cruise and premium leisure itineraries, rather than direct operation of transportation or accommodation assets.
- 2023
Travel Weekly Power List recognition
[1]Cruise Planners was ranked No. 20 on Travel Weekly’s 2023 Power List.
- 2022
Michelle Fee becomes sole owner
[1]Fee became Cruise Planners’ sole owner in May.
- 2022
Cruise Planners announces Signature Travel Network membership
[1]The company announced in September that it would join Signature Travel Network.
- 2021
Franchise Business Review recognition
[1]Cruise Planners received Franchise Business Review’s Best in Category recognition.
- 2019
Broward County proclaims Cruise Planners Day
[1]The Broward County Commission designated January 29 as Cruise Planners Day in recognition of the company’s local economic and tourism contribution.
- 2013
Management group purchases the company
[1]Michelle Fee, Vicky Garcia, and Tom Kruszewski purchased Cruise Planners from Palm Beach Capital.
- 2007
Palm Beach Capital acquires interests from retiring founders
[1]Before Davis and Korn retired, their shares in Cruise Planners were purchased by Palm Beach Capital.
- 1994
Cruise Planners is founded
[1]Marvin Davis, Michelle Fee, and Lynn Korn co-found Cruise Planners in Coral Springs, Florida.
Products and positioning
Service-led, mid-market to premium leisure travel advisory and booking network, with particular strength in cruises and luxury vacations.
Cruise travel booking · 1994
Cruise vacations
Cruise booking is Cruise Planners’ central offering. Franchise advisors help customers compare cruise lines, itineraries, departure dates, cabins, and related travel arrangements. The company does not operate cruise ships; it acts as a licensed travel agency and distribution network connecting customers with cruise vacations through professional advisors.
Leisure travel
Luxury vacations
Cruise Planners franchisees arrange premium and luxury leisure trips, which may combine transportation, accommodation, activities, and destination services. The offering is advisory rather than a single standardized package, allowing individual travel professionals to match trip components with a customer’s preferences and budget.
Tour and vacation planning
Tours and destination travel
The network also books tours and travel to destinations around the world. Advisors can support customers planning independent or organized travel outside the cruise category, extending the brand from cruise specialization into broader vacation planning.
Brand decisions
2022
Joining Signature Travel NetworkStrategyBackground
Cruise Planners sought to participate in a broader travel-agency network while continuing to operate its franchise system.
Action taken
The company announced that it would join Signature Travel Network.
Aftermath
The announcement strengthened Cruise Planners’ affiliation with a large travel-agency consortium; further commercial effects are not specified in the supplied sources.
2013
Management group purchases Cruise PlannersM&ABackground
Cruise Planners was owned by Palm Beach Capital after the earlier founder-share transaction.
Action taken
Michelle Fee, Vicky Garcia, and Tom Kruszewski jointly purchased the company.
Aftermath
Fee continued as chief executive officer and ultimately became sole owner in 2022.
2007
Palm Beach Capital acquires founder interestsM&ABackground
The retirement of co-founders Marvin Davis and Lynn Korn preceded a change in ownership.
Action taken
Palm Beach Capital purchased their shares in Cruise Planners.
Aftermath
The company later returned to management-linked ownership through a 2013 purchase.
Recent events
- 2023
Cruise Planners ranks No. 20 on Travel Weekly Power List[1]
Other
Travel Weekly placed Cruise Planners at No. 20 on its 2023 Power List.
- 2022
Cruise Planners joins Signature Travel Network[1]
M&A · Other
Cruise Planners announced that it would join Signature Travel Network, expanding its participation in a major travel-agency network.
- 2022
Michelle Fee becomes sole owner of Cruise Planners[1]
Leadership change · Other
Michelle Fee became the sole owner of Cruise Planners after previously participating in the 2013 purchase of the company from Palm Beach Capital.
- 2019
Broward County recognizes Cruise Planners Day[1]
Other
The Broward County Commission proclaimed January 29 as Cruise Planners Day, citing the company’s economic and tourism contribution to the community.
Sources3 sources
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