THE VIRGINIAN-PILOT
Copyright (c) 1994, Landmark Communications, Inc.
DATE: Wednesday, November 16, 1994 TAG: 9411150139
SECTION: VIRGINIA BEACH BEACON PAGE: 06 EDITION: FINAL
SOURCE: BY LORI A. DENNEY, STAFF WRITER
LENGTH: Medium: 94 lines
YOU COULD SAY Skip and Marilyn Eliason are big on vacations.
Since 1988, they've taken eight boat trips.
In the past year, as part of their new business - Cruise Holidays of Virginia Beach - they've taken seven more cruises, inspected more than 24 cruise ships, and enticed about 400 others into a high seas vacation.
``Marilyn had to talk me into our first cruise,'' said Skip Eliason, 48. ``I was convinced I was going to be bored. What was I going to do - play shuffle board? Two weeks after we came back, we were in the agency booking our second cruise.''
The Eliasons opened their cruise-only travel agency in Collins Square Shopping Center a year ago. The company is part of a franchise, Cruise Holidays International based in San Diego, Calif., and one of 180 such stores across the United States and Canada.
Its appeal is simple. Agents are concerned only with booking cruises; therefore the buying process is less of a headache for customers.
``Our goal here is to make it the best vacation the person has ever had,'' said Skip Eliason. ``It's very important to have local service. There are so many different cruise ships and big differences in what they offer. We dispel all the myths.''
When customers first approach Skip or Marilyn Eliason, they undergo an interview of sorts to find out their needs, what area they're interested in, what activities they like and if there are any special concerns.
Based on this information, the Eliasons offer the customers a cruise ship and destination that they think would most fit their needs. Vacationers can choose between some 40 cruise lines and worldwide destinations.
Three-day cruises are popular with first time cruisers. The most popular trips, as far as time goes, are the week-long cruises. There are also around-the-world cruises that last up to three months.
The biggest sellers among destinations are the Caribbean, Bermuda and Alaska.
Inside the store, the Kings Grant couple offer thousands of brochures on different ships and cruises, as well as video tapes that customers can take home to study.
A huge world wall map, about 13 feet by 9 feet, helps customers pinpoint exactly what areas they're interested in.
The Eliasons are counting on the cruise ship business skyrocketing, as it has in the past few years. With 24 new ships being built at a cost of more than $5 billion and 36,000 more berths being added to the industry, Skip Eliason is positive their business will grow.
``It's the fastest growing segment of travel with the highest repeat value,'' said Skip Eliason, a Washington, D.C., native.
The couple used their savings to buy the franchise. They didn't finance any part of the start-up cost.
``We felt pretty safe about it. With 180 stores, that shows a fairly good sign of success and a good sign of a need,'' said Marilyn Eliason, 47.
``We were very serious about establishing a foundation for our future,'' added the Raleigh, N.C. native. ``I love it. I feel like I've died and gone to heaven.''
Apparently, the Eliasons aren't the only ones who love the industry. Their two travel agents were former cruise customers. Renee Caplan is a former practicing lawyer who happened upon the Eliasons business when she was calling around for cruise ship rates.
Richard Daley came into the office as a customer and after his cruise came back to ask for a job.
Like a lot of empty nesters, the Eliasons were ready for a change and wanted to work together after their 26-year-old daughter moved out. At the time Marilyn Eliason was in the insurance business and Skip was in commercial construction management.
``We always wanted to do something together,'' he said. ``But we never had the opportunity or the money until our daughter was grown.''
The couple attended a franchise expo in Washington, D.C., where they found a franchise opportunity with Cruises International. They bought the franchise rights to the Virginia Beach area in May and opened their store in September.
``We thought it was the best way to get started,'' said Skip Eliason. ``We could get an instant education (about the industry) and vast purchasing power.''
The couple hopes to open another store within the next year.
``Like anything, you wonder. It's like having a party and wondering if anyone will come,'' said Skip Eliason. ``It has exceeded our expectations. It's really fun because you're dealing with something that makes people happy.'' MEMO: Cruise Holidays of Virginia Beach is open from 9 a.m. to 6 p.m. Monday
through Friday and from 10 a.m. to 4 p.m. on Saturday. Call 431-2111 or
1-800-440-SHIP.
ILLUSTRATION: Photo by PETER D. SUNDBERG
Skip and Marilyn Eliason book only cruises at their agency. ``It's
really fun because you're dealing with something that makes people
happy,'' Skip Eliason said.
by CNB