PHOTO: Port of Miami entrance. (photo via Flickr/Phillip Pessar)Cruise travel is so hot right now.
In order to determine just how hot, advertising platform Sojern partnered with Google to ascertain the outlook.
The three biggest takeaways from the report pertain to mobile planning, influence and alternative forms of travel. First, there has been an uptick in mobile cruise searches during 2017—33 percent to be exact, accounting for 29 percent of such overall searches. Second, pricing (89 percent) and entertainment (47 percent) are among the factors that influence potential cruisers.
Third, those searching for other vacations may still opt for a cruise in time.
Additionally, the report cross-referenced Google’s treasure trove of search and survey data with Sojern’s own intent information from traveler profiles and purchase signals.
As much as mobile and online are important these days, offline booking is still viable. Of past cruisers, 41 percent still made their reservations either by utilizing a travel agent or calling the cruise line directly. However, trends are certainly shifting more digital, so online travel agencies are crucial. After all, 69 percent of cruisers desire to book their next trip online.
Going digital is an influence in itself. The video specifically is cited as an important tool in capturing travelers’ attention, (which is one of the very reasons I produce my own Popular Cruising YouTube channel).
As far as marketing is concerned, there is a multitude of paths a buyer may take before booking.
One of the most common, with a 37 percent share, remains a simple cruise search followed by the reservation. However, there are also bookings that follow one or more searches for other travel forms and agencies either before or after a cruise inquiry.
In other words, agents, as well as cruise lines, should have a strong online presence, especially via social media.
As one might expect, searches for key air destinations also correspond to cruise searches. In the top ten are Miami, Fort Lauderdale, Orlando, Los Angeles, Boston, Cancun, Vancouver, San Juan, Honolulu, and Tampa.
Given most of these are also cruise hubs, it makes perfect sense that a search for something land-based might transfer over to something cruise based.
The report points out that, despite the wonderful all-inclusive value proposition of cruises, it is not always what leads people first to a cruise. Rather, it’s more often about a destination or experience.
Once another gets them interested, however, the value is a great way to win them over.
It’s worth noting a majority of cruise searches still occur on desktop platforms and almost all bookings are made on the desktop over mobile. During a week, most searches happen on Mondays and Tuesdays, with three-quarters via desktop. However, by the weekend, mobile searches account for one-third of the traffic.
Meanwhile, only 9 to 11 percent of reservations are actually made over mobile versus the remainder via desktop. There definitely seems to be potential to convert more mobile searches to bookings accordingly. Perhaps apps need to mature in this area to ensure better consumer confidence.
Ultimately, there remain plenty of ways in which a traveler can research and purchase a cruise vacation. Both cruise lines and travel agents need to simply be aware of the prime marketing positions and avenues to occupy.