The digital intelligence platform tracked Carnival Cruise Line, Royal Caribbean International, Norwegian Cruise Line, Celebrity Cruises, Princess Cruises, Holland America Line and Virgin Voyages.
Fastest growth: Virgin Voyages
Virgin Voyages grew the fastest in January, up 318%, year over year, and 46% versus December.
Carnival led in January share of traffic at 30% of the group, followed by Royal Caribbean (24%) and NCL (16%). Though Virgin is smallest at 5% of this group, its share of traffic has more than doubled in the past year.
Royal Caribbean leads conversions
Similarweb's conversion data — visits to a website that end up in a sale — shows Carnival, Royal Caribbean, NCL, Celebrity and Princess saw 55% growth in conversions in January, year over year, led by 125% growth at Royal Caribbean.
'This strong growth shows that pent-up demand for cruises remains intact, and is a good omen for bookings for the industry for the rest of the 2023 wave season,' said Jim Corridore, senior insights manager, Similarweb.
The full report is here.