Digital Travel Summit
20
Leveraging Digital Tools to Engage New Customers April 3, 2014
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Presentation at Digital Travel Summit in Las Vegas, April 2014.
Transcript of Digital Travel Summit
Leveraging Digital Tools to Engage New Customers
April 3, 2014
Globally recognized and awarded brand
Top 100 Cruise Ships in
the Condé Nast Traveler 2014
Readers’ Choice Awards
Best Premium Cruise Line – three
years in a row in Travel Weekly’s
Annual Globe Awards
• Affluent Vacationers:
• Age: 35 + years old
• Household income: $100,000+
• Net wealth: $500,000+
• Europe: Mediterranean, Baltics,
and Fjords • Caribbean • Alaska
• Hawaii • South America • Asia
• Australia • New Zealand • Galapagos
Providing an updated luxury
vacation experience to:Sailing to exotic destinations
around the World
Destinations: taking you around the world in modern luxury
Staterooms
Airy spaces
with all the right,
tasteful details
Dining
Restaurants where
the design is just as
important as the
cuisine
Service
Intuitive service
with a keen eye
for detail
Activities
Do as much
or as little as
you choose
Escape from your day to day, feel relaxed and restored,
do what you feel like and know everyone will be happy
Partnerships for Modern Luxury
Many also consider Length of trip, Value for
the money, Departure date, and Departure
port
Other influential info sources: Past
experience(s) with Celebrity
Cruises,Travel agent,
Friends/Family/Colleagues and Cruiser review
sites
Nearly one-in-five booked on an online travel agency website.
Top problem area: Dining.
Problem ‘resolved’ for less
than half
One-in-five had a Stateroomproblem.
Would also considerRoyal, Princess & Holland America
T O T A L
10%
30%
50%
70%
90%
PLANNING BOOKING CRUISING SHARING AND RETURNING
Top Factor: Itinerary/ports-
of-call
Top Info Source: Celebrity Website Booked: Travel Agent
Cruise Experience:
% Secure
Encountered a Problem:
% Yes
Highly Likely toAdvocate
Highly Likely Recruise
Consider only Celebrity
We map the digital cruise journey
Focusing on strategic segments
Focusing on strategic segmentsWithin an evolving ecosystem
Based on Travel ResearchMore and more users are beginning to research on mobile devices.
Source: Google Travel Summit, 5/13/13, “Marketing in the Multi-Screen World”
More and more users are beginning to research on mobile devices.We started with apps
www.celebritycruises.com/mobile
We also modernized our web
We also modernized the webOptimizing for multiple devices
We also modernized the webLaunching a responsive homepage
We also modernized the webWith customized content based on the booked status
Not Logged In Logged in
We also modernized the webFeaturing a responsive blog
catalyst.celebritycruises.com
We also modernized the webAnd responsive promo pages
Targeting our top cities
Targeting our top cities
With more visual Onboard descriptions
Expanding our Social Footprint
Targeting our top cities
Plus, Ratings and Reviews
Tina Alexander
AVP, Digital and Web Marketing
Celebrity Cruises
@tinaalex
Questions?
