Today we’d like to introduce you to Beth Borrego.
Hi Beth, it’s an honor to have you on the platform. Thanks for taking the time to share your story with us – to start maybe you can share some of your backstory with our readers?
Rod and I already owned a business in an entirely different field when I began thinking about what we might build next. I’ve always loved traveling and exploring the world, so I suggested that our next business be in the travel industry.
We researched several franchises before choosing Cruise Planners. Its technology and home office support were far superior to what we saw elsewhere. We also valued the fact that Cruise Planners does not sell directly against its franchise owners, as some companies do. Those differences mattered to us then, and they still do. We’ve renewed our franchise agreement before, and we would do so again without hesitation.
I am the majority owner of our Cruise Planners franchise and lead its day-to-day work. We are proud to be a woman-owned small business. Rod is an important part of what we do, and our plan is for him to join the travel business full time after we sell our other business, which we hope to do in the next year or two.
Our work has grown to include river and ocean cruises, guided tours, all-inclusive vacations, groups and custom trips. What I enjoy most is getting to know our clients, understanding what they want from a journey and being someone they can count on from the first conversation through their return home.
Building relationships in our community has been just as important to me. I’m an active networker and serve on the Board of Directors of the Gaithersburg-Germantown Chamber of Commerce. Through our franchise, Rod and I also host fundraisers for several organizations and match donations for some of those efforts. Giving back is part of how we want to do business.
I’m proud of how far we’ve come, but the moments that stay with me are personal ones: a client sharing stories after a trip, a group forming new friendships or our community coming together for a cause. Those moments remind me why I wanted to build a travel business in the first place.
We all face challenges, but looking back would you describe it as a relatively smooth road?
It was certainly not a smooth road. We purchased our Cruise Planners franchise in 2019 and attended its training program, Star U, in January 2020. During training, Cruise Planners founder Michelle Fee addressed our class and encouraged us to watch the news coming out of China about an unfamiliar virus. None of us knew then how profoundly it would affect travel.
When we returned home, I began putting our marketing plans into action. I booked a booth at a home show for the first weekend of March 2020 and invested in everything we needed to make a strong start. About six people came through the show. Two weeks later, Maryland and much of the world shut down.
We shifted our attention to our other business while cruises stopped sailing. We could have promoted all-inclusive resort stays, but we chose not to. I kept thinking about what it would mean for a client to become ill while outside the country and the difficulties they might face getting home. I wanted to make decisions with our clients’ well-being in mind.
As news about vaccines developed, I began planning events again and looking ahead to travel in 2023. Many people were still uncomfortable with the idea of traveling in 2022, and I wanted to meet them where they were. That remains central to how I work today: I listen to each client, talk through their concerns and help them find the trip that is right for them.
The pandemic changed our path almost as soon as we started. Getting through it took planning, determination, a clear vision and goals we could keep working toward, even when the timing was uncertain.
Thanks for sharing that. So, maybe next you can tell us a bit more about your work?
I’m a travel advisor and the majority owner of our Cruise Planners franchise. Rod and I plan river and ocean cruises, expedition voyages, guided tours, all-inclusive vacations, family trips and custom journeys. I especially love group travel and the connections that form when people experience a new place together.
My approach begins with listening. I want to understand how each client likes to travel, what they hope to experience and what concerns they may have. Then I help them find the right fit and stay involved through the planning process and their travels. Our consultations and planning services come at no fee to our clients. On select group trips, Rod and I travel with them, too.
We’re also known for the community efforts we’ve woven into the fabric of our business. Giving back is important to us. We host fundraising events and support Chamber-supported organizations and other causes we believe in through sponsorships. These include the GG Chamber Foundation for a Cause, BlackRock Center for the Arts, Comfort Cases, Manna Food Center, Rainbow Place Shelter, the Alzheimer’s Association and Burgers & Bands for Suicide Prevention.
Recently, a client referred a friend to me. When she mentioned my name, her friend said, “Yes, I’ve heard of her. She’s always raising money for charity.” That touched me. Rod and I are proud of the trust we’ve earned as travel advisors, and it means just as much to know that people recognize our commitment to the community.
What sets us apart is how personally we approach both parts of our work. I take the time to get to know my clients and advocate for them when they need help. And we use the business we’ve built to bring people together, whether that’s around a shared travel experience or a cause that matters to our neighbors.
What sort of changes are you expecting over the next 5-10 years?
I expect travelers to keep looking for experiences that feel personal and meaningful. In our business, I see room for growth in the areas we focus on most: river and ocean cruises, expedition travel, guided tours and thoughtfully planned group trips. People have more ways to explore the world than ever before, but that abundance of choice can make finding the right trip harder.
Technology will continue to change how people research, plan and experience travel. Artificial intelligence may help travelers gather ideas quickly, and new tools will help advisors work more efficiently. The challenge for our industry will be to keep up with those tools while protecting the personal attention and sound judgment clients depend on. A search result cannot tell me everything about a client’s comfort level, family dynamics or hopes for a once-in-a-lifetime trip. That comes from a conversation and a relationship built over time.
I also think travelers will expect clearer answers about value, flexibility and what happens when plans change. Over the next five to ten years, I want our franchise to grow in the areas where we can offer real expertise, while continuing to learn and adapt as technology evolves. The tools may change, but listening closely, making thoughtful recommendations and being there for our clients will remain at the center of our work.
Cruise industry reporting points to growth in luxury and expedition travel, while the American Society of Travel Advisors identifies both the opportunities of AI and the continuing value of personal guidance. ([Cruise Lines International Association][1])
[1]: https://cruising.org/news/cruise-industry-sees-strong-demand-global-impact-expands-and-investments-efficiency-and-future?utm_source=chatgpt.com “Cruise Industry Sees Strong Demand as Global Impact Expands and Investments in Efficiency and Future Fuels Continue”
Contact Info:
- Website: https://www.BookAnotherCruise.com
- Instagram: cruise_planners_beth_borrego
- Facebook: CruisePlannersBethBorrego
- LinkedIn: in/bethborrego/
- Twitter: CruiseP86603065
- Youtube: channel/UCIAJZweed2-uRwKi-KZWOFg?view_as=subscriber
- Other: https://vimeo.com/user218063726
