Seattle start-up, Expedition Trips, was one of the first web-based travel companies specializing in small-ship expeditions. The site emphasizes searchability, personal service and enticing photography, which helped them develop a brand image as the experts in their market niche. Shipping companies use the custom CMS to upload images and schedules. Customers can receive email alerts and swap stories on the message boards. Forbes Magazine gave this site its Best of the Web award.