When it was announced that Michael Consoli & Associates was Cruise Planners’ top producer for 2023 with over $40 million in sales, we reached out to Consoli to have a conversation about his agency’s great success. The achievement is particularly significant given that his company, consisting of just himself and four others, beat its own previous record of $23 million from the previous year.
As a bit of background, Consoli first started his Cruise Planners business in 2001, and worked part time for about three years prior to focusing on it full time. Surprisingly, he had absolutely no travel experience beforehand, but simply fell in love with cruising and helping his clients fulfill their vacation dreams. Now, he has been on over 250 cruises and utilizes that experience to help his clients find their perfect trip.
His agency’s accolades include being Cruise Planners’ No. 1 luxury cruise agent for eight consecutive years, the franchise network’s No. 1 river cruise agent for 10 consecutive years and a top global producer for Viking for nine straight years, as well as ranking as a top-producing agency for Celebrity Cruises, Royal Caribbean International, Tauck and more. Michael Consoli & Associates was even inducted into the Cruise Lines International Association Hall of Fame in 2023 as “Travel Innovator of the Year.”
“We are immensely proud of the exceptional sales and service consistently delivered by Michael and his team every day,” said Michelle Fee, founder and CEO of Cruise Planners. “These well-deserved accolades, along with the remarkable achievement of reaching $40 million in sales in a single year, is incredibly impressive and serves as an inspiration to everyone.”
How does it feel to be Cruise Planners’ top producer for 2023?
I am proud to share that it is my seventh year as their No. 1 producing agent and, as they say, it is very difficult to get to No. 1 and harder to stay there. We look at new ways to build our business each year to maintain our status as the top producing agent.
Our key to that success, however, is continuously providing the best service and value to all our clients. In addition, Cruise Planners provides us with amazing tools to help us with our business and focus on business growth.
What do you think most contributed to your great success last year?
First, I have an amazing team that we have built over the years. They work very hard to help me provide outstanding service to our clients. We also have worked very hard to build great relationships with our clients and, in turn, have a very loyal clientele that comes back to us and continually refers new clients to us.
I also work 12- to 14-hour days and never really take time off. I make myself very available to my clients. Work/life balance is a real challenge for me.
Are you finding a certain cruise segment or niche to be your current sweet spot?
Our business has evolved over the years, and most of our business has evolved to premium and luxury clientele. This would include ocean, river and expedition.
We work hard to provide our clients with the best service, regardless of the price point, and I believe that is why they come back again and again.
However, we sell everything from three-day cruises to world cruises, as I firmly believe the three-day cruise guest will eventually evolve into a loyal client looking for longer and more exciting cruise experiences. Many of my luxury clients started working with me on shorter, more mainstream line cruises. We work hard to provide our clients with the best service, regardless of the price point, and I believe that is why they come back again and again.
What cruise lines, ships and other experiences do you most sell?
We are top producers for Tauck, Regent Seven Seas Cruises, Celebrity Cruises and, of course, Viking.
How is 2024 shaping up for you thus far (including the current wave season) and what are your sales plans moving forward?
Our goal this year is $50 million. We want to grow that by expanding our client base, but also our client experiences — and building on those vendor/client relationships that have been successful for us over the past 20 years.
What advice would you share with other travel agents looking to boost their cruise travel business?
Look to your local circle first, where you can capitalize on the relationships you alread have. Focus on groups you are members of, ask your clients what groups they belong to where you might be able to promote yourself, and partner with vendors to do local events to garner new business.
