The digital intelligence platform found that during October, most cruise domains gained worldwide traffic on a year-over-year basis, with mscruisesusa.com up 60.4% and virginvoyages.com up 58%.
However, traffic was down 5.2% at carnival.com and 9.2% at royalcaribbean.com. Similarweb's David Carr, senior insights manager, suggested that might be just a tough comparison with last year, when both showed strong gains, with Royal Caribbean up 57% and Carnival up 44%.
Sustained growth
Using a trailing 12 months analysis — the total of the last 12 months of traffic versus the prior year — Similarweb found more sustained growth across the major brands. For their aggregated domains, the Norwegian Cruise Holdings group is up 43.9%, Royal Caribbean Group up 27% and Carnival Corp. brands up 18.9%.
For individual cruise line websites, Similarweb's trailing 12 months analysis shows ncl.com up 47.2%, royalcaribbean.com up 20.2% and carnival.com up 9%.
MSC Cruises USA and Virgin gains
Smaller brands posted stronger growth, for example msccruisesusa.com up 114% and virginvoyages.com up 89.6%.
In aggregate, across 14 cruise domains studied, traffic is up 29.8% over the trailing 12-month period and 32.2% compared with pre-pandemic October 2018.
Similarweb's October figures are preliminary estimates, based on 30 days of traffic records.
Carr's full analysis and data are here.
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