World’s Leading Cruise Lines
20% Growth in Quarterly Booking Referrals
About World’s Leading Cruise Lines
World’s Leading Cruise Lines (WLCL) is a consumer-facing marketing alliance which is part of Carnival Corporation & plc, the largest cruise vacation company in the world. WLCL includes Carnival Cruise Lines, Holland America, Princess Cruises, Cunard Line, Costa Cruises and Seabourn. Sharing a passion to please each guest and a commitment to quality and value, WLCL inspires people to discover their best vacation experience to the world's most desirable destinations.
World’s Leading Cruise Lines needed to develop a new web site that could import six different brand feeds for cruise itinerary and destination and create real-time results for users. The goal for the new site was to create a user-friendly tool to research cruise inventory among all six brands and link directly to specific brand consumer sites for pricing and booking.
Bayshore Solutions developed a website that could transform six different data feeds into a common data format. This allowed WLCL to import up-to-date cruise itineraries into one central, searchable database. The new cruise search tool allows visitors to select a destination, travel date, length of cruise and vacation preference components to find their ideal cruise. Visitors can search through the cruise options that meet their criteria and select a "book now" button to pass this information over to the brand website where they can book the cruise.
Bayshore Solutions integrated approach to web development that supports the online marketing needs of websites enabled the creation of dynamic tracking code that updates based on the visitor’s search criteria to track all outgoing links on the website. Dynamically building tracking every time a new search is performed allows Bayshore Solutions’ online marketing team to monitor specific data trends on the new site that were previously inaccessible. The site’s administrative database also stores all searches to inform data driven marketing decisions.
In the first year since launch:
- Average quarterly booking referrals grew 20% and site visits grew 30%
Bill Harber, Vice President of Marketing for Carnival Corporation & plc noted, “The website’s goal was to assist experienced cruisers to self-select a ‘best fit’ brand for their next cruise occasion and to provide a pathway to research and then book directly on a brand’s consumer site. Bayshore Solutions delivered a product which has helped increase awareness of World’s Leading Cruise Lines and referrals to brand sites by developing a user-friendly utility with enhanced search capabilities.”
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