CLIA's new website needed to achieve multiple design goals, from countering negative hype around cruising to depicting the cruise as an integral part of the experience—not just the means of getting there. We struck a balanced design that focuses on the romance of cruise travel
 and meets strict requirements on how to depict cruise ships.

The new CLIA site is built on Sitecore and leverages personalization to present relevant content based upon member type, company member type and dues status. The API ensures data sources communicate while users continue to have a seamless experience. This personalization allows timely, tailored research and resources to be presented to members around the globe.

Cruise travelers are often budget-conscious, looking for all-inclusive experiences tailored to them. The new site conveys the benefits of working with a CLIA Certified Agent and makes it easy to connect with one through the Agent Finder Tool. CLIA agents are trained and knowledgeable—they've even inspected and sailed on different cruise lines, so they offer clients additional insights that help them get more mileage from their budgets.