CruisingStore was an innovative start-up built to affect needed advancements in the processes for booking cruise vacations. The organization, which I helped found, was highly effective in bringing together powerful partners, including Deloitte Digital, Revelex Corporation, Needle, JetBlue, Worldmedia Interactive and suppliers, including Royal Caribbean, NCL, Holland-America, Celebrity and MSC Cruises. CruisingStore commercially launched in January 2017 with national media attention, the support of leading cruise lines and intensive scrutiny within the travel industry. The multimillion-dollar platform was built on SAP/Hybris technology, laying a foundation for unprecedented, personalization and performance. Pressures inherent in the legacy business model for cruise marketing, including the intermediated conditions around sales and marketing supported by industry consortia (Signature, Virtuoso…) influenced the fundraising goals of the start-up. The concept remains strong and viable as an important vehicle to improving service and value between suppliers and customers. The cruise industry lags far behind other hospitality industry segments disrupted and disintermediated long ago. Only the cruise industry remains lashed to an obsolete and inefficient business model. The time will come soon when that is no longer the case.