Cruises: Brands account for 61% of online searches for cruise holidays
London (PRWEB UK) 3 July 2013 -- UK consumers made 1.7 million searches online for cruise holidays in May, reveals a new independent “Cruise Sector Report – Issue 1”, published by award winning digital marketing agency, Greenlight. Seemingly, the negative publicity suffered by the sector following on from a succession of incidents – from the Costa Concordia disaster, the engine room fire on the Carnival Triumph to the Carnival Legend’s propulsion failure, has done little to deter holiday makers from considering cruise vacations.
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.
Iglucruise.com 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**, virginholidaycruises.co.uk was the most prominent advertiser on laptops/desktops, with a 51% share of voice. However, cruisedeals.co.uk was the most visible advertiser on mobile devices, accounting for a 53% share of voice.
Thomson.co.uk was the most visible brand in Greenlight’s social media analysis.
ENDS
Notes to Editors:
*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 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.
Greenlight’s research covers the following industries and sectors:
CONSUMER ELECTRONICS
PERSONAL CARE - Beauty
HOME GOODS - Home & Garden
CLOTHING & ACCESSORIES - Fashion Retail / Sports Retail
CONSUMER SERVICES - Online Dating / Entertainment
GAMING & GAMBLING - Online Gambling
FINANCE - Personal General Insurance / Life Insurance / Retail Banking
TRAVEL & HOSPITALITY – Holidays / Hotels / Flights / Car Hire / Cruises
UTILITIES - Energy
REAL ESTATE – Property (Residential)
RECRUITMENT
TELECOMS – Telecoms
To arrange an interview or for further information about this report, Greenlight’s research portfolio and bespoke reports, please contact:
Krishna Rao
T: +44 (20) 3326 6232
E: krishna.rao (at) greenlightdigital (dot) com
About Greenlight:
Greenlight is a leading independent digital marketing agency. With over 100 blue-chip clients including Santander, New Look, 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.
Web: http://greenlightdigital.com
Twitter: https://twitter.com/GreenlightMKTG
Krishna Rao, Greenlight, http://www.greenlightdigital.com/, +44 20 3326 6232, [email protected]
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