Cruise Lines International Association (CLIA)
Empowering Volunteers
Challenge
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.
Solution
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.
Results
- CLIA is now the unifying voice and leading authority for the global cruise community, supporting policies and practices that foster a safe, secure, healthy, and sustainable cruise ship environment for the more than 24 million passengers annually
- Transformed from a US-centric association to a global association with revenue in excess of $28 million in its first two years
- Expanded to 15 offices worldwide, with representation in North and South America, Europe, Asia, and Australasia
- Regarded as the one-stop global resource for technical and regulatory issues and unified industry communications and events
- Provides travel agents with more robust partnership programs and broader networking opportunities
Media Coverage
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