Lake Express

Custom Reservation System Development.

Project Brief.

Lake Express operates the first high-speed auto and passenger ferry service on Lake Michigain, connecting Milwaukee, Wisconsin and Muskegon, Michigain. Serving commuters, tourists, and commercial travelers, Lake Express plays a vital role in regional transportation and tourism -- moving thousands of people and vehicles across the lake each season.

When off-the-shelf solutions couldn't meet the business's complex booking and operations needs, Lake Express turned to Ascedia to architect a custom-built reservation system designed around its unique scheduling, pricing, and inventory structure.

Lake Express Reservation System

Client Details.

Services Provided.

  • Strategic Planning
  • Experience Design
  • Application Development

Project Solution.

Lake Express has partnered with Ascedia since 2009. Over the years, we've developed and maintained a robust .NET-based reservation platform that remains the core of their business operations. The system is used daily by:
  • Passengers for self-service booking
  • Call Center Staff for phone reservations and account support
  • Operations Teams for check-in, boarding, and day-of-logistics
  • Leadership and Finance Teams for reporting, forecasting, and reconciliation
Built from the ground up, the reservation system has proven highly stable, secure, and flexible -- adapting to evolving business needs with ongoing enhancements, PCI compliance updates, and support from Ascedia's development team.
Before working with Ascedia, Lake Express relied on a modified hotel room booking system that couldn't accomodate vehicle combinations, seasonal pricing, or split-trip flexibility. Staff faced limitations in managing inventory, issuing changes, or forecasting capacity. A purpose-built system was required -- one that could scale with growth and offer a reliable experience for passengers, staff, and administrators.

Key Challenges Included:
  • No availalbe third-party reservation systems that met ferry-specific needs
  • Manual workflows for pricing, check-in, and capacity management
  • High risk of transactional errors and missed inventory due to system limitations
  • No customer-friendly mobile experience
  • Difficulty managing seasonal pricing and promotions
Ascedia led the full design and development of a custom, web-based reservation platform specifically for Lake Express' business model. Features were developed collaboratively with input from every team -- including marketing, customer service, operations, and finance.

Key Functionalities Included:
  • Custom-built booking flow for round-trip, one-way, and split-trip reservations
  • Real-time availability logic for passengers, vehicles, motorcycles, bicycles, and kennels
  • Holds with countdown timers to prevent overbooking during checkout
  • Tiered cabin options with dynamic pricing and user-specific eligibility (e.g., military, VIP)
  • Seasonal pricing logic and promotional discount support
  • 16 years of continous use with proven platform stability and extensibility
  • 120,000 ticket transactions in 2024 (15th season), purchased by more than 26,000 customers
  • Over 334,000 customer accounts in the reservation system
  • Converts 80% of website visitors into active reservation flows
  • More than 370,000 sessions entered the reservation system in its first full season
  • Maintains flexibility for Lake Express to define pricing, capacity, and business rules -- without vendor limitations
  • Avoids costly licensing and per-seat fees by owning a proprietary platform
  • Continues to inspire digital transformation for a transportation provider central to Milwaukee tourism and commuter access

Project Outcomes.

Lake Express remains a long-term client, with Ascedia providing support, security updates, and feature enhancements each year. In its 16th season, the reservation system continues to serve as a critical operational platform -- trusted by staff, relied on by travelers, and refined through real-world use.

Recent enhancements include a promotional code engine, corporate account booking logic, and planning for a next-generation rebuild using API-first architecture. The system's success has empowered Lake Express to remain independent, adaptable, and a key tourism driver for the City of Milwaukee.

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of website visitors convert into active reservations

0 %

licensing and per-seat fees by owning a proprietary platform

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platform stability and extensibility