Cruise Planners has introduced another artificial intelligence-powered enhancement to its CP Maxx platform designed to eliminate manual data entry from the cruise booking process.
While several major cruise brands already support automated data retrieval, gaps still exist for smaller cruise lines. Travel advisors often enter booking details for many of these smaller cruise lines manually from cruise confirmations into their CRM system. Using AI and secure API integrations, the new Cruise Confirmation Import feature allows advisors to upload cruise confirmations directly into CP Maxx, their proprietary CRM system. Once imported, booking details are automatically extracted, validated and processed, streamlining workflows, reducing manual tasks, and improving accuracy.
“Leveraging AI helps advisors lean more into the human element of their firsthand personal experience without bogging them down with the administrative work that is required in the booking process,” Shultz said. “Our main priority at Cruise Planners Home Office is finding ways to make it easier and more efficient for our advisors in every step and task so they have more time to focus on clients and gain a nice work/life balance.”
Cruise Confirmation Import builds on Cruise Planners’ broader integration of artificial intelligence across CP Maxx. The company was the first agency to introduce generative AI into their platform with the launch of Maxx Intelligence in 2023, followed by Ask Maxx in 2024. Ask Maxx allows advisors to use natural language to access information on cruise lines, itineraries, destinations and supplier partners, create marketing materials and, more recently, Cruise Search functionality, removing the need for multiple filters to find the right itineraries, specific ports during specific months, and more.
By leveraging AI, the Cruise Confirmation platform automates the ingestion and processing of cruise booking information, significantly reducing the need for manual entry. Cruise Planners advisor and technology advisory board member Cayce Callaway said the integration has improved her efficiency.
“Before this feature came along, I had to spend roughly 10-15 minutes inputting the data for each booking,” Callaway said. “While it may not seem like an abundance of time, it adds up over the course of our busy days. These are mostly for luxury cruises, which have multiple promotions and amenities. To just upload it and check that everything was correct is a big-time saver.”
The enhancement also enables the automatic creation of new client profiles within CP Maxx, minimizing duplicate records while further simplifying booking workflows. The Cruise Confirmation Import tool uses AI to read cruise confirmation documents and map the information into the appropriate fields within the platform, creating built-in guardrails that help reduce common errors and maintain booking accuracy.
“What stands out is the incredible ability for the system to comprehend the task at hand at a high level of accuracy,” said Cruise Planners advisor and technology advisory board member Jay Paul.
The feature is currently available for five cruise lines — AmaWaterways, Avalon Waterways, Uniworld, Silversea and Windstar — as part of an initial rollout, with plans for broader expansion. Cruise Planners said the automation is intended to reduce operational friction and allow advisors to focus on client service and revenue-generating activities.
The feature was developed by Cruise Planners’ in-house technology team, including AI specialists focused on the company’s proprietary systems. The effort was led by Chief Information Officer Brian Shultz, who shaped Maxx Intelligence and CP Maxx in its early development. The project was tested with input from the company’s technology advisory board, a group of advisors who provided feedback throughout development.
Cruise Import Confirmation rolled out in late March to Cruise Planners’ more than 3,500 advisors, after receiving strong early feedback. Founded in 1996, Cruise Planners has grown into one of the nation’s leading travel agency franchise networks, generating more than $1 billion in annual sales. The company has earned multiple industry recognitions, including Travel Weekly Magellan Awards, being named a Top 50 Most Innovative Franchise by Franchise Business Review, and inclusion on the Inc. 5000 list of fastest-growing private companies.
For more information on Cruise Planners or to become a franchise owner, visit www.cruiseplanners.com or www.cruiseplannersfranchise.com.
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