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Wave season cruise line web traffic up 52% YoYWave season cruise line web traffic up 52% YoY

First quarter web traffic for seven major cruise lines rose 52% year over year, according to Similarweb.

Anne Kalosh, Editor, Seatrade Cruise News & Senior Associate Editor, Seatrade Cruise Review

April 17, 2023

1 Min Read
Credit: Seatrade Cruise News

The digital intelligence platform estimated traffic from within the US to Carnival Cruise Line, Royal Caribbean International, Norwegian Cruise Line, Celebrity Cruises, Princess Cruises, Holland America Line and Virgin Voyages.

Carnival tops but loses share

Carnival led in March share of traffic at 28% but lost six points of share. Second place was Royal Caribbean (24%), followed by NCL (16%). Though Virgin is the smallest of the peer group at 4%, its share of traffic doubled year over year, up from 2% in March 2022.

All seven lines posted year-over-year growth in March, according to Similarweb, led by Virgin's 123% growth, followed by 70% growth at Celebrity, 65% at NCL, 25% at Holland America, 24% for Princess, 11% for Royal Caribbean and 3% for Carnival. 

Bodes well for pricing

Similarweb said web traffic numbers are usually a good indication of early trends since interest generally leads to conversions (sales) over time.

With a strong book of business during wave season, cruises are likely to see good pricing on remaining bookings throughout the year, according to Jim Corridore, senior insights manager, Similarweb.

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About the Author

Anne Kalosh

Editor, Seatrade Cruise News & Senior Associate Editor, Seatrade Cruise Review

Anne Kalosh covers global stories, reporting both breaking and in-depth news on cruising's significant people, places, ships and trends. A sought-after expert on cruising, she has moderated conferences around the world, including the high-profile State of the Industry panel at Seatrade Cruise Global. She created and led the acclaimed itinerary-planning case study for Seatrade's cruise master classes held at Cambridge and Oxford universities. She has been the cruise columnist for AFAR.com, and her freelance stories have appeared in a wide range of publications, from The New York Times to The Miami Herald.

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