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January cruise site web traffic up 28%, conversions up 55%: Similarweb

Wave season is off to a strong start with web traffic growth to seven key cruise lines up 28% year over year and conversions up 55%, according to Similarweb.

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

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