WEB OF SYSTEMS Not every travel company has a digital transformation strategy in place and even if they do many struggle to compete digitally. How do you offer truly unique, seamless, and cross-channel digital experiences that leave lasting impressions? And how do you tailor your digital experience and marketing message to each customer? While creating a digital transformation strategy is challenging, the even bigger challenge often lies in its implementation. To be able to proactively engage with the customer and to build that customer relationship across the entire customer journey your digital infrastructure must be up to the job. The Middleware provides a digital infrastructure that solves various problems companies are facing when trying to implement their digital transformation strategy. Fragmentation in data across disparate systems (offshore/onshore) obstructs efforts of marketers and UX specialists to gain intimate knowledge of customers. Customer data, booking data, behavioral data etc. must be unified to become a source of competitive advantage. Metaphorically the Middleware can be imagined as being a spider spinning its web across all back end systems needed to unify precious data. Within this web the patchwork of systems and databases talk to each other (system-to-system communication) in order to optimize processes and to be able to deliver custom data to the frond end. And in return front end applications like websites, booking engines, MyClient environments or Apps send back transactional data, user behavior related data etc. to enrich customer profiles. For the cruise sector this virtual web of systems spans across the oceans of the world. Digital agencies are usually focused on transformational challenges in the front-end like personalization and cross-channel content placement. Being able to customize content across different channels for different stages of the customer journey not only requires skilled marketeers with deep understanding of digital consumption habits, it also involves complex back end system integration. The Middleware provides the digital infrastructure which enables digital agencies to do what they need to do to stay ahead of the competition.