Travel Courier. April 18, 1990 Nothing But Cruises Jennifer Low Mary Jean Trankina started her cruise-only agency in Toronto three years ago when she was one of two specialists in town. Others have come and gone since, and today she has nine competitors in the city. "A lot of people think, 'I've been on a few cruises, I can open my own agency,' That's not sufficient" says Trankina who is president of The Cruise Professionals in Toronto, which she says is the largest of its king in Toronto. She's had 12 years experience in the U.S cruise industry and has been on 47 voyages herself. "My philosophy is you can't be an expert in all areas. And if you're going to specialize, you've got to know what you're doing." Trankina also was scrappy enough to pursue opportunities other specialists seemed to be missing. "When I started, I noticed other agencies weren't marketing themselves aggressively. I bring my cards and brochures with me everywhere, even to the dentist. And I went into apartment complexes and set up cruise evenings. I worked all day and night to establish myself." She says customers used to automatically go into full-service agencies for land, sea and air products, but she sees that changing. "Canadians are sophisticated travellers, and it takes an expert to tell them what they want to know about the ports of call, amenities, group rates and wheelchair access." To harried agents in full-service establishments, who have to be familiar with the full spectrum of products, working in a cruise-only agency may look like a cake walk. Trankina assures them the pace in cruise agencies can be just as hectic and the pressure to memorize products just as intense. "Each kind of agency is hard in its own way. The toughest part of being an independent specialist is keeping above the rest."   Back         Top of Page

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