The decision about a cruise brand is formed even before the passenger even starts comparing offers
New Verve's research raises an uncomfortable question for cruise lines: what if the majority of the market competition ends before the user reaches the traditional comparison of prices, itineraries, and ships? The decision regarding the cruise brand is formed even before the passenger starts comparing offers at all.
Data from the US market show that as many as 91% users use AI when searching. cruise deals They consider only one brand. Only 8.91% of them delve deeper into comparing two or more companies.
The first AI response could become the new retail “shelf”
For the cruise industry, this changes how visibility in digital channels needs to be viewed. If an AI tool recommends a specific brand or ship to a traveller at an early stage, the competition might not even get the chance to enter their consideration set.
This is particularly evident in searches related to specific ships. According to Verve, almost 90% branded cruise searches refer specifically to the ship's name, which shows how ship launches, fleet renewals and the strong positioning of individual products can influence demand. In fact, this suggests that the ship itself needs to be branded just as much as the company.
Royal Caribbean has the largest share, but the competition is growing
In the US market, Royal Caribbean accounts for 37.11 per cent of branded cruise searches. It is followed by Norwegian Cruise Line with 15.61 per cent, while MSC, Princess and Celebrity each hold around a ten per cent share.
However, brand recognition alone is not enough to secure a booking. Verve states that for 60% users the most important criterion is price, or the overall value of the offer. Destination and itinerary are crucial for 26%, while on-board experience is cited as the main factor by 14% respondents.
This suggests an interesting division in the purchasing process: AI can help form the initial choice, but the booking decision still hinges on price, packages, and the specific offer.
Cruise distribution is entering a new phase
For travel agencies, OTA platforms, and cruise distributors, this means that the fight for visibility is no longer limited to Google, metasearch, and paid campaigns. It is becoming increasingly important how brands, ships, and itineraries are presented in the content that AI systems use when generating answers.
For companies operating on the European and Adriatic markets, it is important to maintain a reservation as Verve's research relates to the US. Nevertheless, the trend is hard to ignore and there are likely similarities. If the user shortlist is formed earlier and earlier, then the marketing game is also shifting towards the very beginning of the inspiration phase.
