66% upsurge in online searches for cruises

By Krishna Rao

The agency’s findings follow figures released last week by the Office for National Statistics (ONS). They showed over 22 million visits were made to the UK by foreign tourists in the first eight months of 2013, 6% up on the number who visited last year. Visitor numbers in August totalled 3.5million, making it the best month thus far this year.

Greenlight’s Cruise Sector Report – Issue 2’ profiles the most popular keywords consumers used to look for cruise holidays on Google UK in August, grouped by generic, brand, destination and cruise liner-related queries. It also gives insights into players that were most visible to consumer searches and reveals the size of the potential online audience.

According to Greenlight, consumers made a total of 2.5 million searches on Google UK for cruises in August, compared to 1.5 million in May.

Cruises to specific destinations made up 12% (289,890) of overall queries.

Totalling 19,200, cummulative searches for cruises to the Caribbean accounted for the majority of destination-related queries (7%), the term ‘caribbean cruises’ being the most popular.

The Mediterranean followed. Combined, related searches totalled 17,500 (6%) with the terms ‘mediterranean cruise’, and ‘med cruises’ featuring prominently.

In third place destination-wise was the Nile. Collectively, ‘nile cruise’ and ‘nile cruises’ pulled in 16,500 queries.

Totalling 9,900, queries for cruises on the river Thames, among the ten most searched for destination-wise, made the biggest gains. Searches rose a whopping 71% on May’s level, compared to 42% for the Nile and 37% both for the Caribbean and Mediterranean.

Greenlight ranked the most visible sites to consumer searches for cruises overall and also split by generic, brand, destination, cruise liner-specific queries.

Independent cruise agent, Iglucruise.com, was the most visible site for destination-specific queries, attaining a 45% share of visibility in the organic listings*, through ranking for 419 keywords. Thomascook.com, took second place with 44%.

Vivavoyage.co.uk was the most visible advertiser in the paid listings achieving a 51% share of voice. Virginholidayscruises.co.uk followed with 37%.

For cruise-related searches overall, Iglucruise.com was also the most visible site in natural search, capturing a 62% share of visibility. In the paid listings, cruisecritic.co.uk dominated with 50%.

Notes

*Natural /organic Search- Listings in search engine results pages that appear because of their relevance to the search terms

**Paid Media – an Internet advertising model used on websites, in which advertisers pay their host only when their ad is clicked. With search engines, advertisers typically bid on keyword phrases relevant to their target market.

Greenlight’s ‘Cruise Sector Report – Issue 2’ profiles search behaviour in this sector in August 2013. It provides an exclusive snapshot of the online search and social media market, from the size of the potential audience to the top performing companies. 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 consumers went to Google UK to look for Cruises. Analysis is split by brand, cruise liners, destinations and generic searches.

About the author

Krishna Rao is PR for Greenlight.

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