20% Growth in Quarterly Booking Referrals
About World’s Leading Cruise Lines
World’s Leading Cruise Lines® is a marketing alliance aimed at progressively building consumer awareness and consideration among Carnival Corporation & plc brands that serve the North American market. World’s Leading Cruise Lines capitalizes on the diversity of their brands’ ships, destinations, durations, styles and value for excellent vacation choices. 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’s portfolio of leading cruise brands includes Carnival Cruise Lines, Holland America, Princess Cruises, Cunard Line, Costa Cruises and Seabourn, as well as AIDA Cruises in Germany, Ibero Cruises in Spain, P&O Cruises in the United Kingdom and P&O Cruises in Australia. These brands, which collectively comprise the most-recognized cruise brands in North and South America, the United Kingdom, Germany, Europe and Australia, offer a wide range of holiday and vacation products to a loyal customer base that is broadly varied in terms of cultures, languages and leisure-time preferences. Combined, these vacation companies attract over 8.5 million guests annually. 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 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 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. Success is based on the amount of traffic sent to their various cruise brands. In 2012 the digital marketing team at Bayshore Solutions found that 10% of traffic to the WLCL website was coming from users on a mobile phone device, however the new website was not easy to navigate on a mobile device and a very small percentage of mobile users were taking the next desired step to visit a brand site.
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 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 ongoing digital 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’ digital marketing team to monitor specific data trends on the site that were previously inaccessible. The site’s administrative database also stores all searches to inform data-driven marketing decisions. In an effort to stay ahead of market trends of rapidly-increasing mobile device usage and to increase the amount of traffic to the brands through mobile devices, Bayshore Solutions designed a mobile website for World’s Leading Cruise Lines that is “thumb friendly” to make it easy for users to search for cruises and navigate through the website in a pleasant and hassle-free interface.
Fully Responsive Update
As the movement to movie and tablet website access increased in the consumer sector, WLCL partnered again with Bayshore Solutions to redesign the website in 2014. The now fully responsive website features a cleaner and even more visually enticing user experience. The website showcases convenient research and comparisons of each cruise line and interactive user engagement elements including a tweet forum for cruise aficionados to an entertaining quiz for visitors discover their “Cruise-a-nality” and suggest the best fitting cruised line for their interests and cruising style.
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.”
World’s Leading Cruise Lines earned a Bronze Award by the 2012 Horizon Interactive Awards for travel and tourism websites.
Bayshore Solutions and World’s Leading Cruise Lines won an 2013 AVA Digital Award for corporation websites.
The 2013 Hermes Creative Awards honored Bayshore Solutions and World’s Leading Cruise Lines with a Platinum award in the business-to-consumer category.
Bayshore Solutions and World’s Leading Cruise Lines were honored with a Silver Distinction by the 2013 Communicator Awards for their mobile website design.
World’s Leading Cruise Lines website achieved an Outstanding Achievement by the Interactive Media Awards for lifestyle websites.
Bayshore Solutions won a 2009 Horizon Interactive Award for it World’s Leading Cruise Lines website development.