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Two-thirds of cruise customers browse by brand
Nearly two-thirds of cruise passengers search by brand when looking for a cruise online showing the loyalty of the sector.
Brand-related searches on laptops and desktops accounted for 61% and on mobile devices 57% of all searches of all cruise searches,according to the Greenlight Sector Report on Cruises.
Searching for specific cruise ships was more popular on mobile devices, such as tablets and smart phones, at 17% compared to 12% on laptops and desktops.
While 12% of customers looking for a cruise on a desktop or laptop, searched according to the cruise destination, only 10% of mobile device browsers did.
Generic searches for cruise accounted for 14% on computers and 16% on mobile devices .
Greenlight, which tracks, records and analyses consumer behaviour online, found 1.7 million queries were made by consumers searching for cruise-related terms in May.
Royal Caribbean was the most searched cruise brand on both desktops and handheld devices – 12% of the 934,842 searches made on desktops and laptops during May and 15% of the 121,213 searches made on mobile devices.
But there’s something to be said for simple branding. On desktops, P&O Cruises had their searches split over P&O Cruises 8%, P&O 6% and P and O Cruises, 3%.
Thomson Cruises and Princess Cruises got 6% while Cunard and Crystal got 5%. Four per cent searched for Viking River Cruises.
The breakdown was similar on mobile devices although Viking River Cruises was 10% of the search and Carnival Cruises and Carnival Cruise appeared with 3% each.
Diane
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