Longtime owner of Dynamic Travel & Cruises in Southlake focuses on customer experience

Steve Cosgrove opened Dynamic Travel & Cruises in Southlake in 1983. (Bailey Lewis/Community Impact Newspaper)
Steve Cosgrove opened Dynamic Travel & Cruises in Southlake in 1983. (Bailey Lewis/Community Impact Newspaper)

Steve Cosgrove opened Dynamic Travel & Cruises in Southlake in 1983. (Bailey Lewis/Community Impact Newspaper)

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Steve Cosgrove got a call last year asking whether he wanted a large DC-10 Continental Airlines model airplane from a travel agency in Houston that was closing. It now sits on display at the front window of Dynamic Travel & Cruises, which Cosgrove owns. (Photos by Bailey Lewis/Community Impact Newspaper)
Back in the early 1980s, the only businesses in Southlake were McDonald’s, Dairy Queen, Walmart and Dynamic Travel & Cruises, according to Steve Cosgrove, the travel agency’s president.

At that point, Dynamic Travel & Cruises sat on Hwy. 114 at the only stoplight, Cosgrove said.

The idea to open a travel agency came almost naturally to Cosgrove as he had worked for Frontier Airlines for a number of years until 1981. Two years later, he opened Dynamic Travel & Cruises.

Later, in 1998, Cosgrove decided he wanted to buy a piece of land and build his own building, which led the agency to its current location, farther west on Southlake Boulevard. At first, Cosgrove said the agency focused on corporate travel but switched to leisure.

When it comes to helping folks plan their trips, Cosgrove said his focus is to help each customer pick the “best experience possible.” Sometimes, this means suggesting ideas that are different from the customer came in with.

For example, Cosgrove said he had a customer trying to plan a trip to Europe for his son, who had just graduated from high school. But Cosgrove said the customer’s initial two-week travel plan “was a trip from hell,” as the customer planned for him and his son to go to a different European city each day. Cosgrove revised the plan by spreading it out and allowing for more time.

“We’re going to try to redirect you,” Cosgrove said. “It’s more about what’s the experience you want there.”

The Dynamic Travel & Cruises office has one area for travel agents and a store located on the other side. The store sells just about everything one could imagine related to travel. Many of the items are either themed with different places or different airlines. Cosgrove said there is a strategic method behind the store.

“Let’s say you’re going to send mom and dad to Hawaii,” Cosgrove said. “And so you come in here, and you book your Hawaii trip, and then you go next door...we’ve got Hawaii socks, airplanes. You can make kind of a package out of it.”

Cosgrove said he temporarily closed the business because of the COVID-19 pandemic. But now, Dynamic Travel & Cruises is seeing a boom.

“We’re doing better now than we did in 2019 before the pandemic,” Cosgrove said. “There’s a lot of pent-up demand, and people are spending the money to buy the nicer stuff.”

Dynamic Travel & Cruises - 2325 E. Southlake Blvd., Southlake | 817-481-8631 | www.dynamictravel.com Hours: Mon.-Sat. 9 a.m.-6 p.m., Sun. noon-5 p.m.
By Bailey Lewis
Bailey Lewis covers the cities of Grapevine, Colleyville and Southlake, as well as Keller, Roanoke and northeast Fort Worth. In December 2020, she graduated from the University of Oklahoma with her Bachelor's degree in journalism. Previously, she worked and interned for various publications, such as Local Profile, the OU Daily, the Malheur Enterprise and News21. When she's not writing, she enjoys spending time with her cat and watching documentaries.