A conversation with Michelle Fee on how Cruise Planners scaled while staying rooted in what made the brand work.
In our latest Brand Snack episode, we sat down with Michelle Fee, CEO of Cruise Planners, to talk about what it really takes to grow a brand over time.
From starting with just five people to building a network of more than 3,000 franchise owners and generating over a billion dollars in sales, the scale is impressive. But what stood out most in our conversation is not how much changed, it is what stayed the same.
Michelle shared something simple but powerful. People still want a personal touch. They want to feel understood, guided, and connected.
Even as Cruise Planners has embraced technology and leaned into AI, that foundation has never moved. Tools have evolved, systems have improved, but the core experience remains deeply human.
A few ideas from the conversation stayed with us:
The model did not disappear, it evolved. What started as a traditional travel business became a technology-enabled network without losing its identity.
AI is used to remove friction, not connection. Their internal tools help advisors move faster, so they can spend more time creating meaningful experiences for their clients.
Culture is built on purpose. From their “unicorn” mindset to the way they support their advisors, there is a clear intention behind how the brand grows.
It’s a reminder that growth does not always come from doing something new. Often, it comes from understanding what already works and allowing it to evolve. The brands that last stay close to their core, even as everything around them changes.