P&O Cruises claims visits to its website have soared by 80% so far this year as it unveiled a major redesign.
The line declined to give figures or details of the level of online bookings taken through the site.
But the new version of the site has been designed to with a refreshed layout, additional homepage features, new pages of content, and new ‘intelligent search’ functionality.
This claims to provide a wider range of filter choices, understanding what options to display as searches are filtered.
A choice of how results are displayed – either in a list or on a grid – is provided together with a dedicated offers area. New pages focus on cruises from Southampton, world cruises, and winter sun fly-cruises with lead-in prices for the first time.
Social media channels are displayed on the homepage such as a blog, Facebook, Twitter and the P&O Cruises community.
Head of brand marketing Philip Price said: “Our website is one of the key means of communication for both existing customers and newcomers.
“This means it has to cater exceptionally well for both audiences, we aim to make it easy to find and navigate and engaging so that once they’re there, they stay and look around.
“In addition we need to constantly update the content and make it interesting and varied for our existing customers, who frequently visit the site and know it well.
“The changes we’ve made are part of an ongoing programme to make it the best site it can possibly be.
“To date in 2011, visits have increased by almost 80% year on year and 55,000 people ‘like’ us on Facebook, so digital marketing is a huge success story for us.”
The P&O Cruises’ website was voted ‘Best Cruise Website’ in the Teletext Holidays-sponsored consumer category at the Travolution Awards this week.