Posts Tagged ‘web’

August 2008 Cruise Search

Our monthly Cruise Search reflects change in demand and online market share. U.S. online cruise search is currently estimated at 9.4 million monthly unique individuals. Cruise Search shrank vs. both the previous month and August of last year. This indicates continued tempering in online activity likely based on the economic conditions faced by travelers.

% Change Aug '08
vs Last Year vs. Last Month
Total Internet Traffic 1.4% -0.1%
Total Cruise Search -4.9% -3.5%

Percentages in the charts below represent the approximate share of all online cruise traffic.

Chart 1 - % of traffic for top Cruise Lines from all cruise related traffic (click to enlarge)

 

CruiseSearch August 2008 Online Cruise Agent TrafficChart 2 - % of traffic for top booking sites from all cruise related traffic (click to enlarge)

 

 

 

 

 

 

Sources: Google Trends, Comscore

 

Mobile applications for increasing on-board revenues

Here is an idea.  Symbolically shed the vestiges of corporate life and ritually transition into the freestyle cruising culture.

Encourage owners to bring their Blackberry’s and iphones and upload a NCL widget.  In a fun and lighthearted way users would transform their “electronic lease” into a “personal freestyle cruising digital assistant.”

Talk about fish swimming against the school!

The widget would become passenger’s freestyle 2.0 on their phone - leading them through the leisure metamorphosis  - displaying shipboard services, event calendar, download pictures from phone to personal web page, delivering messages and even facilitating epayments.

Benefits:

  • The ritual transition communicates and strengthens the brand positioning
  • The widget tool increases and facilitates on-board spending
  • Acts as a retention device as the widget facilitates sending future “reminders” of the “freestyling” times once the passenger has returned back into the corporate office - along with offers to book next years vacation
  • First to market enhances image versus competition – particularly among a key market segment of business class professionals
  • Function off shipboard wifi or cell service

For example, a mobile campaign for Smirnoff vodka loads an application onto a user’s phone that guides them through how to include Smirnoff into a fun evening.  Users can enter the social situation they find themselves in – a business dinner, night out with the guys, or first date –and receive suggestions as to what cocktail order would be most appropriate for the situation.

The application even takes advantage of cross-promotional opportunities, suggesting bars and restaurants that are strategic partners, located in cities around the world, so that a business traveler can find an appropriate place to go while in a strange city.  And at the end of the night, the application will even call you a cab and give you directions back to your hotel.

Holland America has taken the first step in this direction with its custom e-brochures.