ABOUT

Concept-
Cruises are enjoying significant growth in the travel and tourism sector, and are a highly competitive environment online. The website has to work particularly hard to rise above the noise. Celebrity Cruises needed a website that gained cut through, showcasing the brand while improving online conversions.

Top 3 objectives -
Improve user experience
We knew we had to design and build a site that worked as well as it looked. This meant a user-centred approach fit for any device – a seamless digital experience. We needed to turn complex data and integrations, into a simple to use front end.

Reflect premium brand
We designed a high-end website that reflected the experience of going on a Celebrity Cruise. Encouraging users to fall in love with the destinations, activities and exceptional onboard experience.

Increase conversions
We wanted to increase their direct share of the market and provide an excellent digital experience. We needed to rework the user journey to optimise the sales funnel and increase bookings.

Execution -
- Improve global navigation and site structure
- Enhance user journeys for destinations, itineraries, ships, and on-board activity
- Improved offers presentation
- Inspire the new to cruise market
- Deliver exceptional customer service, a core brand pillar
- Showcase on-board activity and excursions
- Provide a flexible and easy-to-use Content Management System
- Improve online conversions

What we did -
- User research
- IA & UX
- Prototype & user testing
- Creative concepts
- Interface design
- Frontend
- Backend build (Kentico CMS)
- Data integrations
- Testing & QA

Results-
The new Celebrity Cruises website hit the mark. The improved user experience has lead to increased traffic and online bookings. Built using the Kentico CMS, it was nominated for global site of the year finalist.

- 115% lift in searches per visit
- 53% increase in itinerary views per visit
- 13% boost in average order value
- 16% improvement in conversion rate
- 16% gain in digital revenue
- 33% enhancement in revenue per visit