The UK cruise industry has seen a growth of 20.2% online in the last year, according to a new study into performance.
The Cruise Holiday Digital Insight Report by Insight Online examined 47 of the top UK websites within the cruise market.
Thomson topped the table in terms of visibility, according to search metrics data, Co-op Travel, Kuoni and Planet Cruise all recorded “impressive results” this year and that P&O Cruises and Celebrity Cruises have dropped visibility year-on-year.
Princess Cruises is the market leader when it comes to rate of link acquisition and the report concluded that Viking Cruises “underperformed” last year.
Google searches for cruises online were made 61% on mobile and 39% on desktop or laptop.
And the top five search terms, according to the research, were “cruises”, “cruise deals”, “Caribbean cruise”, “Norwegian cruise” and “last minute cruises”.
The report said: “As a general rule, the larger brands manage to obtain the highest number of links per month due to their ability to naturally appear in news and blog posts
around the web.
“If smaller brands are managing to gather links at a higher rate, it could be that aggressive link manipulation is taking place.”