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July 10, 2020

Latest cruise Google travel trends: June 2020 review

Data last collected: 1 July 2020

As we all know, the travel industry has been one of the hardest hit by the Covid-19 pandemic. And while it market remains challenging and consumer confidence unpredictable, there is, nevertheless, growing optimism about traveling again as lockdown restrictions begin to ease in the UK, Europe and more globally.

Here at Melt we’ve been closely monitoring Google Trends data throughout the pandemic to assess the levels of search interest across key travel segments, including flights, hotels, holidays, cruises and car hire. We’re keen to anticipate which areas will return to so-called normal levels first, and also identify what trends might emerge in this new and unknown landscape to better assist our clients.

But why stop there? We will now be sharing some of these insights monthly to help digital marketers and travel businesses be better prepared for the inevitable return of travel demand, which you’ll be pleased to hear is already underway.

One final note before we delve in. It’s important to remember that Google Trends data is very much a guide and that any trend should be validated with other qualitative and quantitative metrics before taking action. That said, it’s hoped that the following data will give you a steer on where to investigate next.

Methodology

  • Defined an initial list of searches for each category
  • Used Google Trends API to pull “interest over time” and “related queries” data at scale for against the travel category (67)
  • Visualised summed averaged for each category by week in the “interest over time” graphs
  • Analysed rising queries within “related queries” tables from the last 30 days

How to read the graphs

  • The graphs represent the average trend score for the set of keywords defined in that category for the last three years split by week
  • The pink shaded area represents 2020 to date. The other colours represent previous years
  • Google trends is scored out of 100, which indicates its peak. The closer the data point is to 100, the more frequently people are searching

Cruise

Interest over time (YOY)

The cruise category covers queries relating to cruise types, routes, and specific cruise liners.

As you can see below, in terms of overall search across the category, the growth has been a lot slower for the cruise industry:

Figure 1: Cruise category searches over time

Rising queries: “Cruises” (Last 30 Days)

The following table presents the rising related queries in order of value that Google Trends associates to the keyword “cruise” during the past 30 days:

Query

Rising Value

ocean diamond cruise

30400

cruise and maritime news

17400

viking sky cruise ship

17200

emerald river cruises

14200

global cruise lines

8600

cruise ship glasgow

650

river cruises 2021

250

viking cruises 2021

200

avalon river cruises

170

cruises from southampton 2021

130
iona cruise ship

120

mediterranean cruise

120

viking river cruises

120

tui cruises 2021

110

azamara cruises

110
avalon cruises

110

oceana cruise ship

100

po cruises 2021

80

cruise maritime

70
p and o cruises 2021

70

carnival cruise

50

cruise and maritime

50

viking cruises

50

cruises 2021

50

celebrity cruises

40

norwegian cruise line

40
cruise critic forum

40

oceania cruises

40

river cruises

40

Melt takeaways

While the cruise industry isn’t recovering as sharply as other travel industries, there’s some reason to be cautiously optimistic. As shown above, people are searching for specific cruise brands like P&O and Viking Cruises in combination with 2021. This suggests there is some interest in cruise breaks, but more over the long-term.

Some of the more specific searches relating to the cruise operator Viking Cruises we can probably attribute to press coverage of a recent episode of Channel 5’s Cruising with Jane McDonald, during which the singer and TV personality gave viewers a glimpse into the ship’s luxurious quarters.

We have also been monitoring cruise line providers to get a better understanding of how the industry has been performing since the pandemic. Unlike other travel industries, specific cruise brand searches have been fluctuating a lot since February – and they don’t appear to be picking up. This suggests that for the rest of 2020, the outlook is remains challenging. That said, there’s indication that 2021 does, at present, seem to be a more realistic recovery date.

Figure 2 : Cruise provider searches by week

We hope you’ve found these accommodation travel trends and insights useful. If so, check back in next month for more of the same. If you’d like us to monitor any particular trends for you travel or non-travel get in touch here:

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