The cruise industry lacked a unified voice and vision – it was fragmented with 11 major cruise lines and thousands of travel agents worldwide. Volunteer leaders proactively asked Kellen to balance the interests of its diverse membership groups, address industry globalization, and counter unfavorable media coverage influencing industry perception.
Kellen met with the Boards and staff of every major cruise association to assess their individual missions, goals, strategies, and accomplishments. We then analyzed the industry, provided recommendations to restructure the global cruise community, and developed a cohesive communications strategy to reverse negative industry sentiment. Informed by our analysis, Kellen helped implement a global parent structure which included updated funding and voting mechanisms. We also conducted market research and economic studies to promote positive, industry initiatives, including environmental protection and sustainability, operational safety, and increased member education.