66% upsurge in online searches for Cruises

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Greenlight report reveals most popular terms used to look for cruises online, most prominent sites and most queried destinations and cruise liners

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Search volumes for cruises on the river Thames were a whopping 71% up on May's level, showing a far greater increase when compared to those for the Nile, Mediterranean and the Caribbean

The volume of UK online searches for cruise holidays in August rose a staggering 66% on May levels, reveals analysis of the latest search data from leading independent digital marketing agency, Greenlight. The report covering the sector also found queries for cruise excursions on the UK’s river Thames saw the biggest increase compared to the Caribbean, Mediterranean and the Nile.

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 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 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.

To arrange an interview or for further information please contact:

Krishna Rao
T: +44 (20) 3326 6232
E: krishna.rao(at)greenlightdigital(dot)com

Greenlight’s research covers the following industries and sectors:

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
REAL ESTATE – Property (Residential)
TELECOMS – Telecoms

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.

Web: http://greenlightdigital.com
Twitter: https://twitter.com/GreenlightMKTG

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Krishna Rao
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