At Cruise Planners, technology isn’t just a tool, it’s a strategy. And behind that strategy is Chief Information Officer Brian Shultz, who has spent years transforming Cruise Planners’ tech infrastructure from the ground up. But what truly sets his leadership apart is how closely he listens to the people who use that technology every day: travel advisors.
In his recent CIO Review interview, Brian shared how advisor feedback isn’t just welcomed—it’s essential. “We work closely with travel advisors to ensure the tools we build solve real-world problems,” said Shultz. “From beta testing and focus groups to feasibility studies, their feedback shapes how we develop and improve our systems.”
Here are five key ways Cruise Planners integrates travel advisor feedback into the heart of its innovation strategy:
1. Beta Testing with Advisors: Real Feedback Before Launch
Before any new tool or feature goes live, it goes through real-world testing by Cruise Planners travel advisors. These beta testers help the tech team see what works, what doesn’t, and how to improve before a full rollout. This feedback loop ensures tools are practical, user-friendly, and fine-tuned to advisor workflows.
“Every tool we develop begins with a purpose,” Brian explained. “We ask the right questions and ensure it solves meaningful problems.”
2. Surveys & Interviews: Ongoing Insights into Advisor Needs
Cruise Planners conducts regular interviews and surveys to capture the evolving needs of its advisor network. These conversations provide invaluable insight into daily challenges, opportunities for improvement, and new feature requests—feeding directly into the development roadmap.
This process isn’t a one-time check-in. It’s a continuous conversation that keeps the Cruise Planners tech team aligned with real-world business needs.
Cruise Planners CIO, Brian Shultz, and CEO, Michelle Fee, pose with Maxx while onboard Diamond Princess in Japan. They were joined by top producing travel advisors as well as travel partners during a Cruise Planners Elite Summit in May 2025.
3. In-Platform Feedback Loops: Easy, On-the-Spot Suggestions
User-friendly feedback tools built into Cruise Planners platforms allow advisors to share comments and suggestions in real-time. Whether it’s a quick idea or a frustration with a feature, advisors have an easy path to be heard. And on the backend, the team tracks engagement and usage patterns to uncover trends and spot areas for enhancement.
“If something is underused, we ask why. If something is essential, we find ways to make it even better,” said Brian.
4. Innovation Days: Ideas Inspired by Advisors
Internally, Cruise Planners fosters a culture of innovation. One of the team’s most exciting initiatives is “Innovation Days,” where staff pitch new ideas for tools, systems, or customer experiences; many of which are sparked by conversations with advisors. These sessions have already led to several impactful features now embedded in the Cruise Planners ecosystem.
“Our most successful ideas often start with a simple question or comment from an advisor,” said Brian. “We turn those into something bigger.”
5. Data-Driven Optimization: Letting Analytics Guide Priorities
Beyond direct feedback, Brian’s team closely monitors how advisors use technology across websites, apps, and marketing tools. Engagement metrics reveal what’s working—and what’s not—allowing the team to prioritize updates, eliminate friction, and amplify what drives results.
Every change is guided by real user behavior and measurable outcomes. It’s a smart, scalable approach that helps advisors work more efficiently and serve clients more effectively.
Leading with Empathy, Powered by Experience
Brian Shultz brings a unique perspective to the CIO role, one based on hands-on experience across the entire development lifecycle. He’s not only an expert in strategy and infrastructure; he’s walked in the shoes of his team and understands the advisor journey deeply.
“I believe effective leadership starts with understanding,” he said. “Technology should empower people. That’s why we build tools that are intuitive, impactful, and shaped by the people who use them.”
Through curiosity, collaboration, and advisor-first thinking, Brian continues to drive Cruise Planners’ technology forward one meaningful improvement at a time.
