aerial shot of celebrity cruise ship

Celebrity Cruises

Over 300 inspirational destinations.

The situation

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 project objectives

  • 1

    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.
  • 2

    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.
  • 3

    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.

The solution

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.

  • 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
  • Improved online conversions

What we did

User research
Prototype & user testing
Creative concepts

Interface design
Backend build (Kentico CMS)
Data integrations
Testing & QA

The results

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 visitor

Client testimonial

“Celebrity Cruises asked 3Sixty to develop a website that will reflect our position at the premium end of the market and deliver for us in terms of online sales. We are absolutely delighted with result. It’s a huge leap forward for our brand both in the visual design but also crucially, usability.

They have taken the complex process of booking a cruise holiday, and made it very simple and enjoyable. We’re already confident that the project will be a huge commercial success and raise the bar for our brand. But with average order values also significantly up, we can also confidently say it’s delivered in terms of our customers’ perception of value.

3Sixty are also an absolute joy to work with. It’s very rare indeed to find an agency who will so passionately engage in a project and be so committed to its success. I’d wholeheartedly recommend them in a heartbeat to anyone looking for an innovative digital agency”.

gareth allen headshot
Gareth Allen
Digital Manager UK&I, Celebrity Cruises

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