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REPORT PRODUCT FOCUS Brand Cruise Liners Destinations Cruise Generics

An exclusive snapshot of the online Search landscape

JAN 2016

Report Overview Executive Summary This report profiles search behaviour for the online Cruises sector. It analyses which websites, advertisers and brands were most visible in the Google UK Natural Search and Paid Media listings, when consumers searched for Cruise-related terms. In our analysis we established that:

In January, 2.8 million searches were made by consumers searching for Cruise-related terms on Google UK.

Queries for brand keywords accounted for 60% of all searches made for the sector.

The search term 'royal caribbean' was queried 201,000 times, accounting for 7% of all searches made for the sector.

cruisecritic.co.uk was the most visible website in the Natural Search listings, achieving a 54% share of voice.

cruise.co.uk was the most visible advertiser in the Paid Media space, achieving a 43% share of voice.

iglucruise.com ranked at the top of our Integrated Search league table, as it achieved a dominant share of voice in the Natural Search and Paid Media listings.

Percentage breakdown of searches made for each subsector:

Cruises Sector Report

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January 2016

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The most visible websites and advertisers on Google UK

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January Overview In January 2016, 2.8 million searches were made for Cruise-related terms. The graphs below show a breakdown of the number of searches made for each of the subsectors analysed in this report, as well as an overview of the total number of searches made for the online Cruises market in the past 12 months. Number of searches by subsector At a glance In January, 2.8 million searches were made for cruises keywords. Searches for brand keywords were most popular, accounting for 60% of all searches made for the sector.

Retrospective 12 month view

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Natural Search Cruises: Overall 2.8 million searches In January 2016, 2.8 million searches were made by consumers searching for Cruise-related keywords. The league table below shows which websites were most visible in the Natural Search listings on Google UK for the 1,927 keywords analysed. Top 10 search terms: Overview: In January, the keyword ‘royal caribbean’ was queried 201,000 times, accounting for 7% of all searches made for Cruise-related keywords. cruisecritic.co.uk was the most visible website, achieving a 54% share of voice through ranking for 755 keywords, including the search terms ‘cruise reviews’ and ‘biggest cruise ship’.

The 20 most visible websites:

thomascook.com attained a 54% share of voice through ranking for 484 keywords, including the search terms ‘fly cruise’ and ‘cruise holiday’.


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Cruises: Brand 1.7 million searches In January 2016, 1.7 million searches were made by consumers searching for brand-related keywords. The league table below shows which websites were most visible in the Natural Search listings on Google UK for the 365 keywords analysed. Top 10 search terms: Overview: In January, the keyword ‘royal caribbean’ was queried 201,000 times, accounting for 12% of all searches made for Brand-related keywords.

cruisecritic.co.uk was the most visible website, achieving a 64% share of voice through ranking for 176 keywords, including the search terms ‘aida cruises’ and ‘msc cruises reviews’. The 20 most visible websites: thomascook.com attained a 61% share of voice through ranking for 130 keywords, including the search terms ‘p&o cruises’ and ‘thomson cruises’.


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Natural Search Cruises: Cruise Liners 360,790 searches In January 2016, 360,790 searches were made by consumers searching for cruise liner-related keywords. The league table below shows which websites were most visible in the Natural Search listings on Google UK for the 388 keywords analysed. Top 10 search terms: Overview: In January, the keyword ‘independence of the seas’ was queried 14,800 times, accounting for 4% of all searches made for Cruise Liner-related keywords. cruisecritic.co.uk was the most visible website, achieving an 82% share of voice through ranking for 251 keywords, including the search terms ‘costa mediterranea’ and ‘ncl epic reviews’.


wikipedia.org attained a 74% share of voice through ranking for 251 keywords, including the search terms ‘costa deliziosa’ and ‘royal iris’.


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Cruises: Destination 385,280 searches In January 2016, 385,280 searches were made by consumers searching for destination-related keywords. The league table below shows which websites were most visible in the Natural Search listings on Google UK for the 754 keywords analysed. Top 10 search terms: Overview: In January, the keyword ‘caribbean cruises’ was queried 33,100 times, accounting for 9% of all searches made for Destination-related keywords.

pocruises.com was the most visible website, achieving a 59% share of voice through ranking for 215 keywords, including the search terms ‘cruises from southampton’ and ‘mediterranean cruises’.


royalcaribbean.co.uk attained a 46% share of voice through ranking for 158 keywords, including the search terms ‘mediterranean cruises’ and ‘caribbean cruise’.


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Natural Search Cruises: Generic 398,480 searches In January 2016, 398,480 searches were made by consumers searching for generic-related keywords. The league table below shows which websites were most visible in the Natural Search listings on Google UK for the 420 keywords analysed. Top 10 search terms: Overview: In January, the keyword ‘cruises’ was queried 74,000 times, accounting for 19% of all searches made for Generic-related keywords.

pocruises.com was the most visible website, achieving a 69% share of voice through ranking for 115 keywords, including the search terms ‘cruises’ and ‘cruise holidays’. The 20 most visible websites: thomascook.com attained a 57% share of voice through ranking for 103 keywords, including the search terms ‘fly cruise’ and ‘cruise holiday’.


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Paid Media Cruises: Overall 2.8 million searches In January 2016, 2.8 million searches were made for Cruise-related keywords. The league table below displays the most visible advertisers and ad creatives on Google UK for the 1,927 keywords analysed. The 30 most visible advertisers: At a glance: In January, cruise.co.uk was the most visible advertiser, achieving a 43% share of voice through bidding on 426 keywords, at an average ad position of 5. iglucruise.com achieved a 35% share of voice through bidding on 358 keywords, at an average ad position of 4.


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Paid Media Cruises: Brand 1.7 million searches In January 2016, 1.7 million searches were made for brand-related keywords. The league tables below display the most visible advertisers and ad creatives on Google UK for the 365 keywords analysed. The 20 most visible advertisers: At a glance: In January, cruise.co.uk was the most visible advertiser, achieving a 45% share of voice through bidding on 95 keywords, at an average ad position of 4. cruise.com achieved a 35% share of voice through bidding on 46 keywords, at an average ad position of 6. pocruises.com displayed the most visible individual ad creative, achieving a 21% share of voice.

The 5 most visible ad creatives:


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Cruises: Cruise Liners 360,790 searches In January 2016, 360,790 searches were made for cruise liner-related keywords. The league tables below display the most visible advertisers and ad creatives on Google UK for the 388 keywords analysed. The 20 most visible advertisers: At a glance: In January, destinology.co.uk was the most visible advertiser, achieving a 25% share of voice through bidding on 55 keywords, at an average ad position of 3. royalcaribbean.co.uk achieved a 23% share of voice through bidding on 20 keywords, at an average ad position of 1. royalcaribbean.com displayed the most visible individual ad creative, achieving a 4% share of voice.



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Paid Media Cruises: Destination 385,280 searches In January 2016, 385,280 searches were made for destination-related keywords. The league tables below display the most visible advertisers and ad creatives on Google UK for the 754 keywords analysed. The 20 most visible advertisers: At a glance: In January, celebritycruises.co.uk was the most visible advertiser, achieving a 41% share of voice through bidding on 103 keywords, at an average ad position of 5. thomson.co.uk achieved a 40% share of voice through bidding on 177 keywords, at an average ad position of 6. vivavoyage.co.uk displayed the most visible individual ad creative, achieving a 21% share of voice.



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Cruises: Generic 398,480 searches In January 2016, 398,480 searches were made for generic-related keywords. The league tables below display the most visible advertisers and ad creatives on Google UK for the 420 keywords analysed. The 20 most visible advertisers: At a glance: In January, iglucruise.com was the most visible advertiser, achieving a 72% share of voice through bidding on 114 keywords, at an average ad position of 3. cruise.co.uk achieved a 66% share of voice through bidding on 128 keywords, at an average ad position of 5. cruise.co.uk displayed the most visible individual ad creative, achieving a 49% share of voice.



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Integrated Search Which websites/advertisers were most visible overall on Google UK? The graph below analyses the Integrated Search performance of 20 different websites. By taking into account each websites Natural Search and Paid Media visibility, the graph below shows which websites obtained the greatest overall share of voice on Google UK.

Strong Natural Search visibility

Strong Integrated Search visibility

Poor Integrated Search visibility

Strong Paid Media visibility

No website achieved strong

cruisecritic.co.uk and

No website achieved strong

Integrated Search Visibility.

thomascook.com achieved

visibility in the Paid Media

strong visibility in the Natural

Space.

Search listings.


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The visibility obtained by each of the websites and advertisers featured in this report have been added together and ranked according to their total visibility in the Search space. The league table below, therefore, show which websites achieved the greatest share of Integrated Search visibility on Google UK. The 40 most visible websites overall: At a glance iglucruise.com featured at the top of our integrated search league table, as its combined share of voice was most dominant. pocruises.com ranked second in our league table, as it achieved a sizable share of visibility in both the Natural Search and Paid Media listings.


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About this report How this report was created

Disclaimer:

Greenlight’s Research & Insights team collected 1,927 Cruises-related terms queried by online consumers. The keyword set was then uploaded to Greenlight’s OneHydra platform, which collected volumes for the associated keywords. OneHydra then analysed which websites and advertisers appeared for the keywords analysed and from there, ranked websites and advertisers based on their share of visibility in the Natural Search listings and Paid Media space on Google UK.

The information provided in this report is for information only and should not be relied upon to enter into any business transaction or to make any commercial decision. Whilst Greenlight has made every effort to ensure the accuracy of this report, Greenlight cannot accept any liability for any error or inaccuracy found within this document and no warranty is provided regarding its completeness or its suitability for any purpose. The content of the report is the copyright of Greenlight Digital Limited. The reader may use and circulate the report within its own business organisation. However, it is not permitted to exploit, distribute, sell or otherwise make use of the report for commercial gain. It is permitted to reproduce extracts of the report for public interest, provided that the publisher credits Greenlight as the source of the work.

All data displayed in this report is based on a wide range of keywords, and therefore aims to provide readers with a generic overview of the online Cruises sector in January 2016.

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If you can’t find a report which analyses the online industry you are interested in or if you want to analyse a specific keyword set, get in touch and find out more about Greenlight’s bespoke reports. Greenlight currently creates bespoke reports for a wide range of online brands, providing Marketing teams with the insights they need to make informed decisions about their online strategies in the UK and abroad.

Contact Phil Armorgie Business Development Director T: +44 (0) 20 3326 6224 Email: [email protected]

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