Cruising Company

What Cruising Company does

Cruising Company Etc. (DBA Cruising Co) is a privately held, U.S.-based boutique travel agency founded in 1987 and co-owned by Char and Don Berger from Washington's Olympic Peninsula. The company delivers personalized leisure travel planning for individual consumers and families across the United States, operating through a nationwide network of 101-250 independent travel advisors who handle bookings by phone, email, and online contact. Service categories span ocean cruises, river cruises, luxury cruises, family cruises, escorted land tours, all-inclusive resorts, hotel bookings, group travel, adventure travel, romance travel, and Disney-branded vacations delivered through a co-owned MouseEarVacations vertical. The company's core technology stack is non-proprietary; it relies on industry-standard travel booking systems and partner-supplier platforms (cruise lines, tour operators, resorts) rather than any internally built platform or AI capability.

The business model is commission-based: revenue is generated through referral and booking commissions paid by 30+ preferred cruise, tour, resort, and hotel suppliers — including Carnival, Royal Caribbean, Celebrity, Norwegian, Holland America, Princess, Viking, AmaWaterways, Regent Seven Seas, Seabourn, Silversea, Globus, and Journese — with no fees charged directly to clients for planning services. Marketing and customer acquisition are driven by the cruisingco.com website, partner microsites, content marketing, client testimonials, and direct inbound contact, with referrals and repeat advisor relationships serving as the primary retention mechanism. The company holds ASTA, IATA, and CLIA industry accreditations and is ADA-compliant. Ownership is concentrated with the founding Bergers, with no disclosed institutional investors, parent company, subsidiaries, or acquisition activity.

Name

Cruising Company

Legal name

Cruising Company Etc.

Website

https://cruisingco.com

Company type

Private

Founded year

1987

Operating status

Operating

Headcount range

101–250 employees

Short description

Cruising Company Etc. is a privately held U.S. boutique travel agency, founded in 1987 and co-owned by Char and Don Berger, that provides personalized cruise, tour, resort, and Disney vacation planning to leisure consumers through a nationwide network of independent travel advisors, earning revenue via supplier commissions.

Ownership category

akta.pro rank

Product category

Travel Agency Services

NAICS

Travel Agencies (56151), Travel Agencies (561510), Tour Operators (561520)

SIC

Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Cruise Retail Travel Agencies (THAKABAF)

akta.pro secondary industries

Retail Cruise-Only Travel Agencies (Leisure) (THAKAKAA), Cruise Planning & Booking (HSACAKAE), Luxury & Expedition Cruise Specialists (THAKAKAE)

Keywords

• Cruise travel agency
• Luxury cruise booking
• River cruise vacations
• All-inclusive resort booking
• Personalized vacation planning

Headquarters

HQ city

Gig Harbor

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Technology or R&D, Others

Revenue model

1. Travel Agency Commissions: As a travel agency, Cruising Company earns revenue through commissions paid by cruise lines, tour operators, hotels, and resorts for bookings made on behalf of clients. The company matches travelers with preferred partners and earns referral/booking commissions.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

Cruising Company Etc. is a boutique full-service travel agency that plans and books personalized leisure vacations for individual consumers and families. The agency matches clients with preferred cruise lines, tour operators, hotels, and all-inclusive resort partners, and delivers itineraries, reservations, and trip support through a nationwide network of independent travel advisors.

Product overview

Cruising Company Etc. is a boutique, full-service travel agency established in 1987, specializing in personalized leisure travel planning. The company offers a comprehensive portfolio of travel services including ocean cruises, river cruises, luxury cruises, family cruises, land tours, all-inclusive resorts, hotel bookings, and specialized travel experiences. Their services span multiple product categories including Adventure Travel, Romance Travel, and Luxury Vacations. The company operates through a network of preferred partner microsites for cruise lines, tour operators, and destinations, and maintains a specialized Disney vacation division through a MouseEarVacations partnership. Services are delivered through a nationwide team of experienced travel advisors providing custom itinerary design, booking coordination, and travel support.

Differentiator

Problem solved

Functional benefit

Products and services

• Cruising Company Travel Agency Services Boutique full-service travel agency offering custom vacation planning including cruise bookings, land tours, hotel reservations, and all-inclusive resort bookings, delivered through a nationwide network of travel advisors.
• Ocean Cruises Booking services for ocean cruise vacations across major cruise line partners including Carnival, Royal Caribbean, Celebrity, Norwegian, Holland America, Princess, and others.
• River Cruises Small ship river cruise booking services featuring partners such as AmaWaterways, Avalon Waterways, Viking, and Uniworld.
• Luxury Cruises Premium luxury cruise booking services including Regent Seven Seas, Seabourn, Silversea, Crystal, and Explora Journeys.
• Family Cruises Family-oriented cruise vacation planning including Disney Cruise Line, family-friendly resort bookings, and theme park vacations.
• Land Tours Guided and escorted tour booking services through preferred partners including Abercrombie & Kent, Globus, Trafalgar, and Brendan Vacations worldwide.
• All-Inclusive Resorts Preferred all-inclusive resort booking services offering searches for exclusive hotels and resorts globally.
• Hotel Partners Hotel and resort booking through partnered properties worldwide, including luxury accommodations and resort getaways.
• Group Travel Customized group travel experiences for multigenerational families, friends, corporate teams, and special-interest communities, including coordination of logistics and group benefits.
• Adventure Travel Adventure vacation planning including expedition cruises, wildlife encounters, and active travel experiences through partners like HX, Quark Expeditions, and adventure suppliers.
• Romance Travel Romantic getaway planning including honeymoon packages, couples resorts, and intimate cruise experiences for special occasions.
• Luxury Vacations High-end luxury travel experiences including yacht cruises, five-star resorts, and bespoke itineraries through luxury travel partners.
• Disney Destinations Disney vacation planning including Walt Disney World, Disneyland, Disney Cruise Line, Adventures by Disney, and Aulani resort bookings through the MouseEarVacations partnership co-owned by Char and Don Berger.

Named customers6 records

Segments6 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

60 partnerships are on record, tiered core and minor.

• Azamara CruisescoreChannel Partner/ Reseller/ DistributorPreferred cruise partner offering ocean cruise vacations to destinations worldwide, featured prominently in company cruise search and testimonials
• AMAWaterwayscoreChannel Partner/ Reseller/ DistributorPreferred river cruise partner specializing in European and worldwide river cruise adventures, mentioned as preferred partner for river cruise vacations
• American Cruise LinescoreChannel Partner/ Reseller/ DistributorPreferred cruise partner offering American-themed cruise experiences domestically
• Avalon WaterwaysminorChannel Partner/ Reseller/ DistributorRiver cruise partner offering European and destination river cruises
• Carnival Cruise LinecoreChannel Partner/ Reseller/ DistributorFamily-friendly cruise partner offering diverse cruise vacations across multiple destinations
• Celebrity CruisescoreChannel Partner/ Reseller/ DistributorPremium cruise partner highlighted for Alaska itineraries and deluxe cruise experiences with modern luxury and exceptional service
• Crystal CruisesminorChannel Partner/ Reseller/ DistributorLuxury cruise partner (status to be verified post-restructuring)
• Cunard LineminorChannel Partner/ Reseller/ DistributorTraditional ocean liner partner offering classic British-style cruise experiences
• Disney Cruise LinecoreChannel Partner/ Reseller/ DistributorFeatured cruise partner offering family-friendly magical cruise experiences, multiple advisors certified as Disney vacation planners
• Explora JourneysminorChannel Partner/ Reseller/ DistributorLuxury cruise partner offering contemporary ocean voyages
• Holland America LinecoreChannel Partner/ Reseller/ DistributorTraditional cruise partner offering classic cruise experiences with focus on destination immersion
• Lindblad ExpeditionsminorChannel Partner/ Reseller/ DistributorExpedition cruise partner specializing in nature-focused voyages including National Geographic partnerships
• Norwegian Cruise LinecoreChannel Partner/ Reseller/ DistributorFreestyle cruising partner highlighted for South America itineraries and family-friendly options
• Oceania CruisesminorChannel Partner/ Reseller/ DistributorPremium cruise partner known for culinary-focused cruise experiences
• Paul Gauguin CruisescoreChannel Partner/ Reseller/ DistributorSouth Pacific specialist cruise partner offering intimate luxury cruises to Tahiti, French Polynesia, and Pacific destinations
• Ponant CruisesminorChannel Partner/ Reseller/ DistributorFrench expedition cruise partner offering luxury expedition voyages
• Princess CruisescoreChannel Partner/ Reseller/ DistributorFamily-friendly cruise partner offering diverse itineraries including Caribbean and international destinations
• Regent Seven Seas CruisescoreChannel Partner/ Reseller/ DistributorLuxury all-inclusive cruise partner highlighted for romantic getaways with all-suite, all-balcony ships and inclusive packages
• Royal Caribbean InternationalcoreChannel Partner/ Reseller/ DistributorMajor cruise partner featured for tropical destinations, family vacations, and innovative ship experiences
• Seabourn Cruise LinecoreChannel Partner/ Reseller/ DistributorUltra-luxury cruise partner offering intimate ships, exceptional service, and curated itineraries to boutique ports
• Silversea CruisescoreChannel Partner/ Reseller/ DistributorLuxury all-inclusive cruise partner featured for refined luxury experiences with intimate all-suite ships
• Viking CruisescoreChannel Partner/ Reseller/ DistributorAward-winning river and ocean cruise partner specializing in destination-focused experiences
• Virgin VoyagesminorChannel Partner/ Reseller/ DistributorAdults-only cruise partner offering contemporary cruise experiences with modern design
• Windstar CruisesminorChannel Partner/ Reseller/ DistributorWindjammer sailing cruise partner offering small ship authentic sailing experiences
• Quark ExpeditionscoreChannel Partner/ Reseller/ DistributorPolar and expedition cruise specialist partner for remote destinations including Arctic and Antarctic voyages
• HurtigrutenminorChannel Partner/ Reseller/ DistributorNorwegian coastal cruise partner offering authentic Norwegian fjords and expedition experiences
• Uniworld River CruisescoreChannel Partner/ Reseller/ DistributorBoutique river cruise partner offering all-inclusive luxury river voyages
• Star ClippersminorChannel Partner/ Reseller/ DistributorSailing cruise partner offering tall ship sailing experiences
• UnCruise AdventuresminorChannel Partner/ Reseller/ DistributorAdventure cruise partner offering small ship expedition experiences
• Abercrombie & KentminorChannel Partner/ Reseller/ DistributorLuxury tour operator partner specializing in escorted tours and expeditions worldwide
• GlobuscoreChannel Partner/ Reseller/ DistributorTour partner featured for exotic travel experiences with well-organized guided tours to unique destinations
• JournesecoreChannel Partner/ Reseller/ DistributorLuxury travel partner specializing in high-end accommodations, cruises, and experiences across 84 countries, featured for romantic getaways and US vacations including Hawaii
• G AdventuresminorChannel Partner/ Reseller/ DistributorAdventure tour operator partner offering experiential travel experiences
• Intrepid TravelminorChannel Partner/ Reseller/ DistributorAdventure travel partner specializing in small group tours and sustainable travel
• TrafalgarminorChannel Partner/ Reseller/ DistributorEscorted tour partner offering guided vacation experiences worldwide
• Club MedminorChannel Partner/ Reseller/ DistributorAll-inclusive resort partner offering family-friendly and luxury resort experiences
• Rocky MountaineerminorChannel Partner/ Reseller/ DistributorLuxury rail tour partner specializing in Canadian train journeys through scenic landscapes
• Micato SafarisminorChannel Partner/ Reseller/ DistributorAfrica safari specialist partner offering luxury African travel experiences
• Brendan VacationsminorChannel Partner/ Reseller/ DistributorTour partner offering Ireland and European vacation experiences
• Avanti DestinationsminorChannel Partner/ Reseller/ DistributorIndependent travel specialist partner offering customized European and worldwide itineraries
• CIE ToursminorChannel Partner/ Reseller/ DistributorIreland and Britain specialist tour operator
• TCS World TravelminorChannel Partner/ Reseller/ DistributorLuxury escorted tour partner offering premium travel experiences
• Insight VacationsminorChannel Partner/ Reseller/ DistributorPremium escorted tour partner specializing in luxury travel experiences
• African TravelminorChannel Partner/ Reseller/ DistributorAfrica safari specialist partner offering curated African travel experiences
• Alexander+RobertsminorChannel Partner/ Reseller/ DistributorBoutique tour operator partner offering small group and independent travel experiences
• GowayminorChannel Partner/ Reseller/ DistributorInternational tour specialist partner offering customized travel to destinations worldwide
• MT SobekminorChannel Partner/ Reseller/ DistributorAdventure travel partner specializing in active vacations and trekking experiences
• Ski.ComminorChannel Partner/ Reseller/ DistributorSki resort specialist partner for ski vacation planning
• Swain DestinationsminorChannel Partner/ Reseller/ DistributorAustralia and South Pacific specialist partner
• Travel AnswersminorChannel Partner/ Reseller/ DistributorTour partner offering travel planning services
• All-Inclusive Resort PartnerscoreChannel Partner/ Reseller/ DistributorPreferred inclusive resort partners offering exclusive hotels searched through the company's All Inclusive Resorts Collection
• MouseEarVacationscoreChannel Partner/ Reseller/ DistributorDisney vacation specialist partner co-owned by company owners, offering Disney theme park and cruise bookings
• American Society of Travel Advisors (ASTA)minorOthersIndustry association membership shown in company footer badges, representing travel advisors nationally
• Cruise Lines International Association (CLIA)minorOthersCruise industry association membership shown in company footer badges, representing major cruise lines internationally
• International Air Transport Association (IATA)minorOthersAirline industry association membership shown in company footer badges, providing travel industry accreditation
• Journese (USA Vacations)coreChannel Partner/ Reseller/ DistributorRecommended partner for USA vacations, especially Hawaii, offering personalized luxury vacations with seamless stays and expert coordination
• HX (Hurtigruten Expeditions)minorChannel Partner/ Reseller/ DistributorAdventure cruise partner highlighted for thrilling adventure travel experiences in natural environments
• Memorable Travel GroupminorChannel Partner/ Reseller/ DistributorRecommended partner for South America vacations offering exceptional personalized luxury travel experiences
• HX (Hurtigruten Expeditions)minorChannel Partner/ Reseller/ DistributorFeatured exotic travel partner for polar exploration and expedition cruising experiences
• GlobuscoreChannel Partner/ Reseller/ DistributorTour partner for escorted and guided vacation experiences worldwide

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Protravel International: Boutique luxury travel agency network specializing in high-touch leisure and corporate bookings. Comparable in premium positioning and dedicated-advisor model, though generally serving higher-net-worth clientele.
• Frosch Travel: Privately held US travel management and leisure agency with luxury and corporate travel divisions. Comparable in serving high-end leisure clients with personalized advisor service, though with a larger corporate travel footprint.
• Avoya Travel: US cruise and leisure travel agency with a network of independent travel advisors and long-standing cruise line partnerships. Closely comparable in product mix (cruise-led, with land/resort extensions) and advisor distribution model.
• Dream Vacations / CruiseOne: Cruise-focused retail travel agency franchise under World Travel Holdings, with a nationwide network of home-based advisors selling cruise, resort, and land vacations. Directly comparable business model and customer base to Cruising Company.
• Cruise Planners: Large US-based home-based travel advisor franchise network specializing in cruise and leisure vacation bookings. Closely mirrors Cruising Company's distributed-advisor, cruise-centric retail agency model with similar commission-based revenue.
• Travel Edge: US luxury travel agency consortium/network offering cruise, tour, and premium leisure bookings through independent advisors. Comparable in premium positioning and network-based advisor distribution.
• Montrose Travel: Long-established privately held US travel agency with a home-based advisor model and cruise, tour, and corporate travel offerings. Closely comparable in size, history, and distributed-advisor structure to Cruising Company.

Broad incumbents

• American Express Travel: Major travel agency division of American Express offering cruise, hotel, tour, and packaged leisure bookings. Broad incumbent competing for the same luxury and premium cruise customer with deeper marketing resources and Card Member benefits.
• Travel Leaders Network: Large US travel agency consortium offering cruise, leisure, and corporate travel through affiliated agencies. A broader incumbent offering similar retail agency services but at greater scale and with a wider corporate travel orientation.
• Expedia Cruises (formerly CruiseShipCenters): Cruise-focused retail travel agency franchise backed by Expedia Group, offering cruise, resort, and vacation packages through brick-and-mortar and home-based advisors. Overlaps heavily in cruise retail but with materially larger digital marketing and OTA cross-sell capabilities.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Cruising Company