It’s been three months since Charles “Bud” Darr returned to the Cruise Lines International Association (CLIA) as its new President and CEO. At Cruise360 in Fort Lauderdale, Recommend sat down with Darr for a wide-ranging conversation focused on unifying the global cruise industry, advancing sustainability efforts and reaffirming the essential role of travel advisors in an increasingly digital world.
Appointed in February, Darr brings decades of maritime experience to the helm. He previously served as CLIA’s Senior Vice President of Technical and Regulatory Affairs (2010–2017) and most recently spent seven years at MSC Group as Executive Vice President of Maritime Policy and Government Affairs.
Building a Responsive, Unified CLIA
For Darr, global alignment is critical—not just internally among CLIA’s staff and member lines, but externally across cruise partners, governments and travel organizations.
“If we can integrate our interests with the broader community, we all become stronger together,” he said. “There’s an old saying I believe in: If you want to run fast, run alone. If you want to run far, work together.”
Darr sees an opportunity to optimize how CLIA operates on global and local fronts. He described CLIA as a facilitator, not just of industry standards, but also of information sharing and real-time strategy. “We’re creating the platforms that allow cruise lines to collaborate and act—not just dream—on the key issues we face.”
While Darr acknowledges there are some global developments the organization can plan for, such as Cruise360 and member conferences, many other challenges are externally driven. “We have to be able to respond to government-led initiatives across markets—whether in the U.S., Europe, or Asia—so we’re building a nimble structure that enables fast, informed action,” he said.
Sustainability: Leading Ahead of Regulations
A key pillar in sustainability is CLIA’s ongoing commitment to net-zero carbon cruising by 2050—a pledge the industry made independent of regulatory pressure.
“I’m proud that this industry put a stake in the ground and said, ‘We’re getting to net-zero by 2050 no matter what the regulations say,’” Darr said. “The regulators are still catching up, but we’re focused on making those regulations workable while also driving forward with strategies that are not just visionary, but functional.”
He emphasized the importance of implementation over rhetoric. “It takes more than ambition. We’re enabling our members to collaborate, execute and make real progress toward sustainability goals.”
Travel Advisors in the Age of AI
While artificial intelligence continues to transform the travel landscape, Darr is adamant that technology cannot replace the personal touch of a skilled travel advisor.
“AI has a lot of potential—to help consumers better understand what they may really want and to make advisors even more effective,” he said. “But it’s never going to take the place of a face-to-face conversation, or even a phone or video call with a real person who knows the client, understands the product and can respond quickly to unique questions.”
He added that while booking airline tickets or hotel rooms may be relatively straightforward for consumers, cruising remains a more complex decision, one that benefits from expert guidance. “Cruising is experience-driven. It’s not just about logistics—it’s about matching the right product to the right person,” he said. “There’s real value in working with a travel advisor.”
Darr’s career spans the U.S. Navy, Coast Guard and Merchant Marine, along with key leadership roles in maritime policy groups including the International Chamber of Shipping, BIMCO and the World Shipping Council. That global perspective is shaping how he leads CLIA in this next chapter.
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