Cruises: Brands account for 61% of online searches for cruise holidays

By Krisha Rao

In fact, figures released by Cruise Lines International Association (CLIA), show the UK cruise industry grew 3.7% to reach almost £2.5 billion last year. What’s more, the UK, accounted for the majority share – almost 28% of Europe’s traffic, translating to 1.7 million passengers.

Greenlight’s report reveals the most popular keywords consumers used to look for cruise holidays on Google UK. It also gives insights into those players that were most prominent to consumer searches and the size of the potential online audience. Data splits are given by computers (laptops/desktops) and mobile devices (tablets & smart phones).

According to the report, brand-related keywords accounted for the largest share of consumer searches pertaining to cruises, making up 61% of queries made via computers and 57% using mobile devices.

‘Royal caribbean’ was the most popular brand-related keyword with a total of 128,100 queries.

In terms of cruise liners, ‘independence of the seas’ dominated consumer searches made using computers (8,100) whilst ‘oasis of the seas’ was the most queried on searches made via mobile devices (2,900).

Destination-wise, ‘caribbean cruises’ ruled the waves on both computer and mobile device made searches. Combined, the term was searched for 14,000 times. was the most visible site overall in the organic listings*. Being visible to a volume of 905,649 searches, it attained a 59% share of visibility on computers and 60% on mobile devices – visible to a volume of 127,468 searches.

In the paid listings**, was the most prominent advertiser on laptops/desktops, with a 51% share of voice. However, was the most visible advertiser on mobile devices, accounting for a 53% share of voice. was the most visible brand in Greenlight’s social media analysis.

Greenlight’s ‘Cruise Sector Report – Issue 1’, profiles search behaviour in this sector in May 2013. It assesses which brands, websites and review sites were the most visible in Natural Search, Paid Media, and Social Media and hence had the greatest share of consideration when searchers went to Google UK to look for terms pertaining to cruises. Breakouts are given by brand, cruise liners, destinations and generics. Computer (laptops/desktops) and Mobile Devices (tablets & smartphones) splits are shown for each.

About the author

Krishna Rao is PR for Greenlight.

About Greenlight

Greenlight is a leading independent digital marketing agency. With over 100 blue-chip clients including Santander, Sky and ghd, Greenlight is a leader in the digital marketing space, and is recognized worldwide for its commitment to delivering record ROI for its clients and investing in the future. Greenlight is considered the premier thought leader in the sector publishing widely read industry reports, original research and speaking at trade events. Founded in 2001, Greenlight is headquartered in London, with offices in New York.



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