The Caribbean proved a popular destination with UK consumers who went online to look for cruise holidays in the lead up to the festive season, reveals analysis of the latest cruise-related online search data from leading independent digital marketing agency, Greenlight.
The agency’s ‘Cruise Sector Report – Issue 3’, found a total of 2.2 million cruise-related queries were made on Google UK in November 2013.
While brand searches accounted for 59% of the overall total, destination-related searches were 12%, generic 14% and cruise ships 15%.
The Caribbean emerged the top hotspot on the destination front based on search demand. In fact, Greenlight’s analysis shows search volumes for the most queried term ‘Caribbean cruises’ rose 50% on the previous quarter’s (August) level, from 14,800 to 22,200 in November.
1.3 million searches pertaining to cruises were brand-related and the terms ‘royal caribbean’ and ‘p&o’ dominated these. Each was queried 135,000 times, accounting for 10% a piece of searches using brand-related keywords.
Of the 342,000 searches specifically for cruise ships, ‘independence of the seas’ was the most queried, accounting for 5% of searches. ‘Queen mary 2’ and ‘oasis of the seas’ followed with 4% a piece.
Greenlight ranked the most visible sites to consumer searches for cruises overall.
In natural search*, independent cruise agent, Iglucruise.com, was the most visible site overall, attaining a 67% share of visibility in the organic listings.
Royalcaribbean.co.uk was the most visible advertiser in the paid listings**, achieving a 43% share of voice.