Craig Pavlus, CEO and Founder of Pavlus Travel

Craig Pavlus is the CEO and founder of Pavlus Travel & Cruise and one of the most recognized figures in U.S. luxury travel. He began his career at Trans World Airlines (TWA) as a ticket and gate agent, rising to President of TWA Getaway Vacations and later Senior Vice President of Marketing. That front-to-back industry experience — from customer service to executive strategy — shaped the way Pavlus Travel has operated for 32 years.

Q. You were at Trans World Airlines back when flying just felt more refined and glamorous than it does today. What from that time do you still carry with you when you think about luxury travel today?

Recalling my long-haul flights in TWA’s first-class cabin, I often fondly remember what I’d typically order for dinner back in the day – either the chateaubriand or the lamb chops! As part of TWA’s Royal Ambassador Service during the 1960s and 1970s, first-class dining on transatlantic or other international flights was truly a “Golden Age of Flying” experience.

Pampered by the first-class crew, who served dinner from an elegant serving cart, travelers elegantly dined with crisp white tablecloths, fine china and crystal glassware. Most notably, the silverware was actually real silver!

First-class dinner service on those long-haul flights also typically could flow for two hours, and passengers chose from up to seven different entrees. That’s incredible. I know many TWA first-class travelers loved ordering a tender cut of prime sirloin that could be broiled onboard to the traveler’s individual taste. That was even featured in a TWA ad back in the day.

Q. You were one of the early players in travel to really bet on the Internet—do you remember the moment it clicked for you that this was going to change everything?

Yes, the exact moment I knew the Internet would be a game changer was in 1993 when NCSA Mosaic launched. While it was designed for and targeted at military and educational use, I felt such a web browser could also potentially be an opportunity to revolutionize the business world. It could place a company’s visibility, products, services and marketing messages in front of consumers everywhere across the world. And it could do so at any time of the day or night.

By displaying both text and images in the same window, Mosaic web pages easily transformed into slick, magazine-style layouts. Visually engaging, this new browser became a catalyst for web growth. Regardless of their size, companies were quickly gaining the ability to more easily reach and communicate with consumers. Even a small company could effectively position itself as a top competitor of the largest competitors in that industry.

Q. Over the years, do you think people have changed the way they see luxury travel? If there is one thing that stays the same, what would you say it is?

Luxury travelers often desire to reserve first-class or business-class airline seats. But those cabins can sell out quickly. So, if travelers don’t wish to change flights, they’ll end up in either the economy or premium economy cabin.

As an ex-airline executive and frequent business traveler, I still find that there’s simply never enough legroom in coach and the seats are often not comfortable. While premium economy has a bit larger legroom on certain planes and better snacks, the seats may or may not be larger or more comfortable.

Turning to an entirely different facet of luxury travel, nothing beats top-notch, friendly customer service that’s personalized to each individual traveler and makes them feel valued. That’s one luxury “must” that never changes. Superb hospitality training and choosing the right service staff to interact with guests staying at luxury hotels, booking luxury cruises or tours, or traveling aboard airplanes in every class of service is critical for guest satisfaction.

Q. Pavlus Travel doesn’t charge booking or service fees and it offers the same price or better than going direct. How does that actually work behind the scenes, and what keeps that model sustainable?

Never in 32 years of operations has Pavlus Travel & Cruise ever charged a customer a service fee. We simply don’t do that. In addition, over the years, we’ve continually offered savings on cruises and tours. Simply put, we strive to offer the best pricing that’s below normal retail prices, even those that you’d find on a big online site or even on the travel supplier’s own retail site. Pavlus negotiates private pricing with top travel suppliers, with which we’ve had solid relationships for decades.

So, our clients obviously like our benefits and keep coming back to us year after year, decade after decade. Also, highly beneficial to our operation is that we have a strong referral program, so our clients eagerly refer their family members, friends, or business colleagues to us. While clients are nicely rewarded for that by Pavlus, we also haven’t spent millions of advertising/marketing dollars to bring that future business in the door. That’s just one of many ways that we have more funding to do the things that we do.

In addition, we also have “revenue threads” within our business that some others don’t. Today, many travel agents don’t desire to do airfare for their clients. We actually do millions and millions of dollars in air ticket sales annually, another Pavlus revenue source. Given this year’s global gyrations with air delays or cancellations, our skilled air department team has proven invaluable to our clients.

Most importantly, we have also trained, developed and rewarded a strong employee team. Our Pavlus network includes skilled personal travel planners, guest services staffers, those air team members, IT experts, administrative employees, managers and others. All are full-time employees.

But we’re not a corporate structure that’s heavy with layers and layers of management. We’re a lean group in that way. Plus, Pavlus doesn’t have high overhead in the form of office space. Team members work remotely throughout the country.

Q. After so many years partnering with river and ocean cruise lines, what do you think really makes a great cruise experience today, and what do most people misunderstand about how the cruise industry actually works?

Cruising definitely isn’t one size fits all. Far from it. Guests can choose to sail on one of 50+ individual cruise lines, a diverse mix of ocean, expedition, yachting, and river brands. In the oceangoing sector alone, travelers can choose from at least 325 different oceangoing cruise ships. One third of those are considered small ships, another third mid-sized vessels and another third large ships, and each of those “size buckets” has plenty of levels and nuances.

Definitely, talk with a skilled personal travel planner who can help sort out the options. Don’t ask the travel planner about what they’d personally love to experience. Don’t expect to pick a cruise line based on the planner’s favorite choices for their own personal vacation. Instead, your travel planner should ask you what you’d like to see, do, and experience on vacation.

Also, the planner should inquire about the cruise’s purpose (such as a romantic getaway, multigenerational family trip, solo travel vacation, or themed travel for art, cuisine, or music). It’s also important to chat about favorite trips you’ve taken in the past. That’s all valuable “intel” that will assist the travel planner in suggesting the perfect cruise to match your personal travel style and personality.

Often when someone says, “I took a cruise and didn’t like it,” it’s often because they may have sailed on the wrong cruise product. It could still be an excellent product, but if it didn’t jibe with their personal travel style and interests, it simply wasn’t the right type of cruise for them. Again, cruising isn’t one size fits all.

Q. A big part of your business is built around cruises. What is it about cruising that you think continues to resonate so strongly with luxury travelers?

It’s most often the destinations that they’re going to–enticing places across the globe that they can’t wait to explore. It’s also a total vacation package. They stay in a luxurious, floating hotel at sea or on a storied river, so they easily travel in comfort and style between one destination and another with no constant packing and unpacking.

Another important facet is the high-quality gastronomy and fine wines that they can expect aboard. An incredible range of restaurants serve everything from fine French cuisine to freshly prepared sushi, from savory Italian fare to succulent steaks and much more.

In addition, the luxury brands are highly diverse in their products and ship sizes, so travelers have many choices. For example, I recently sailed on Explora Journeys’ 900-passenger Explora I. But that equates to only about 400 couples or solo travelers staying in 461 suites, so it’s a very relaxing experience with luxurious amenities, inclusive value, and excellent service.

Q. What is one cruise you have been on that completely exceeded your expectations?

I’ll single out my recent voyage with ultra-luxury Regent Seven Seas Cruises. Aboard Seven Seas Grandeur, I loved seeing world-class art displayed around the ship, enjoying the onboard ambience, having a fantastic mix of activities, and feeling as though I was staying in an outstanding luxury hotel.

The personalized service was also exceptional. Crew members remember your name if you have a cocktail at the bar. Also, if guests provide enough advance notice, the ship’s galley will create a special meal for you to enjoy in the dining room.

I’m also now totally hooked on the Caramel Popcorn Sundae that I ordered in Prime 7, the line’s onboard specialty steakhouse. This indulgent dessert is concocted from made-from-scratch vanilla and chocolate ice cream, chocolate sauce, popcorn, bourbon caramel, whipped cream, and salted peanuts. It’s an absolute favorite of mine!

Q. With all the experience you have had in this industry, what does a truly great travel experience look like to you now?

For me, it’s a travel experience that lasts far beyond the trip itself. When I get home and rest a bit, I just can’t wait to talk to all my friends and Pavlus’ clients about what a fabulous experience I had. I show all the photos, and people love looking at those, particularly photos of the food. So, even though the meal is long over, the memories continue.

Q. While much of your life revolves around the business of travel and many friends also work in the travel industry, tell us some things people might not know about you? What do you enjoy doing in your personal life? 

Sports-wise, I’m a die-hard Las Vegas Raiders fan and a proud season ticket holder who attends many games. In fact, I’ve been a fan of this National Football League (NFL) team for the past 50 years including the past eras when the team was based in Oakland and Los Angeles, CA.

But I also greatly enjoy getaways to Las Vegas for another reason. I love all types of music and, in particular, attending incredible live music performances by top artists. Over the past year or so, for instance, I attended separate live concerts by The Eagles and Shania Twain. I also enjoy all the great dining opportunities during my time in Las Vegas.

Q. Your message to our readers?

Look at where you’ve been and where you’ve experienced some of your best adventures. Then begin looking at similar destinations or experiences. Also, be sure to talk to your personal travel planner about what you’re thinking about, what’s of most interest to you, and what you’d absolutely love to do travel-wise. At Pavlus, we encourage our customers to do just that, and we take time to listen. It’s a vital step.

Then, the travel planner can do all the research for you. They’ll help smooth and manage the booking experience and keep you informed about any subsequent updates related to your reservation. That’s the kind of invaluable service that an excellent travel professional will provide to a valued customer.