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Personalized Digital Experiences for a Cruise Line

Azamara is a small-ship cruise line that was founded by Royal Caribbean Group in 2007. Azamara's cruise ships are ideally sized to provide access to global destinations that are typically inaccessible to larger ships. In 2021, the Azamara brand was sold to a private equity firm and as a result of the sale, Azamara was required to migrate away from all Royal Caribbean IT systems, including their core booking platform and their customer-facing websites.

At the heart of the business was the new booking engine which had a web experience for browsing/searching for cruise products out-of-the-box. However, this web experience didn't align with Azamara's vision for their customer-facing sites. Azamara wanted to offer a modern, personalized user experience for guests and travel agents - one that wouldn't require constant upkeep by their authoring team, particularly when it came to product-related content. Azamara selected CrafterCMS for its visual authoring capabilities, ease-of-use, composability and fully-managed Crafter Cloud offering.

To implement the solution, Azamara selected ArgonDigital, a Certified Solution Partner of CrafterCMS. In this recorded session presented at CrafterCMS Live! 2024, you'll learn how ArgonDigital was able to:

  • Use their product management expertise to fully understand the requirements and constraints of the solution, particularly in the context of the overall Azamara IT migration program.
  • Design a CrafterCMS-based solution that would give the Azamara authoring team full control over the user experience for guests *and* travel agents within a single site.
  • Integrate CrafterCMS with Azamara's booking engine in order to provide guests with up-to-date product information and locale-based pricing but in a compelling manner not possible through the booking platform.
  • Provide secure access to guest account data by integrating Crafter with Okta and HubSpot.
  • Leverage the Crafter Cloud SaaS solution to expedite the overall development process.


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