OWNERSHIP PROFILE
~ Wayne and Judy Heller ~
Celebration, Fla.
Wayne Heller has had a professional and personal passion for cruising for most of his adult life. Upon graduating from Florida State University he was hired by Norwegian Cruise Line (NCL) – formerly Norwegian Caribbean Line. An ambitious go-getter, Heller held various positions that provided invaluable cross-training in passenger services and sales.
The early eighties were a boom time for the cruise industry, with ships often sold out a year in advance at full price. In 1984 Heller decided to capitalize on this demand and pursue his entrepreneurial dream, opening Cruises Only – a retail travel agency specializing in cruises.
The Orlando-based company was headquartered in a 100-square foot space with no computer, one desk and chair, and a typewriter.
Shortly thereafter Heller was joined by his wife, Judy. This professional collaboration proved to be a winning formula. Their secret ingredient was their high service level. In fact, Cruises Only was the first retail agency to open seven days a week, and to stay open until 9 p.m. The Heller’s commitment to their clients fueled growth. By 1997, Cruises Only had 200 staff, revenue in excess of $100 million and was North America’s largest cruise agency.
To continue aggressive growth, Cruises Only joined forces with four other entities to form Travel Services International (TSI). TSI floated its successful IPO on the New York Stock Exchange with the Hellers as its largest shareholders and Wayne on the board of directors, chairman of the Acquisitions Committee, senior vice president of the cruise division, and chief executive officer of Cruises Only. At the time Judy served as president of Cruises Only.
Together the Hellers were responsible for establishing the procedures and policies that enabled the TSI cruise division to maximize profits, reduce unit costs and expand markets. By 2000, the company had purchased more than 10 companies, expanded internally by 30 percent and generated sales of $500 million making TSI the largest seller of cruises in the world. That same year TSI was acquired by UK giant Airtours PLC and the Heller’s sold their remaining shares in the company.
Since leaving TSI the Heller’s have concentrated on other business ventures, including creating Origin Cruise Group, with a goal toward acquiring a high-quality cruise line to call their own. In June 2008 Origin acquired the Orient Lines brand from Star Cruises. Wayne and Judy are committed to exceeding guests’ expectations. And, with their successful agency pedigree, they will incentivize and reward travel partners to ensure strong sales and sustained growth for Orient Lines.
The Hellers have two sons, are avid travelers and enjoy hiking and bike riding.
For more information about Orient Lines, please call a travel agent, or Orient Lines directly toll free at
(800) 333-7300or visit www.orientlines.com.
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