Metaphorically the Cruise 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 multiple 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 front-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. Main functionalities Integration of multiple systems (internal and external) Communication between various selling platforms (fixed and remote) Data synchronization and curation Data management platform MyClient application development Front end development, mobile responsive and adaptive Implementations: TUI Cruises, Hapag Lloyd Cruises.