Cruise Line Web Traffic Growth, Purchases Slowed in APR-MAY

According to a new report from digital intelligence platform SimilarWeb, while traffic to top cruise lines’ web sites has recovered from pandemic lows, pace of growth is slowing down and weakened over APR-MAY 2022.

SimilarWeb estimated that from a pandemic low in OCT 2020, web traffic to top cruise lines increased 321 per cent by MAY 2022. Traffic in MAY 2022 was up 119 per cent year over year and up 5.7 per cent over APR.

However, Seatrade Cruise News says growth has been “uneven,” with web traffic up only 1.8 per cent in APR 2022 after a 30.7 per cent spike in FEB. SimilarWeb also reported that online sales forthe cruise lines dropped in MAY after strengthening “sharply” in the first three months of 2022. After rising 50 per cent in MAR and 35 per cent in FEB, APR online sales conversions reportedly dropped 4 per cent and weaked by 8 per cent in MAR.

Seatrade did not say if bookings by travel advisors followed a similar pattern.

The platform tracked Carnival Cruise Line, Royal Caribbean International, Princess Cruises, Norwegian Cruise Line, Holland America Line, Celebrity Cruises, Disney Cruise Line, Viking and Silversea Cruises.

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