Queenstown takeover
Queenstown takeover

How Asia-Pacific consumers search for Cruises

Understanding seasonal trends in the online cruise market helps those in the industry better plan activity for launching marketing campaigns.

Understanding seasonal trends in the online cruise market helps those in the industry better plan activity for launching marketing campaigns.

 

In Marketing We Trust, recently delved into the deeps of the online cruise market and discovered some interesting online trends coming out of the Asia-Pacific.

1

The seasonal trends were determined after conducting research into search volume data for the keyword ‘cruise’ relating to travel throughout the Asia-Pacific. The seasonal activity was then calculated by the average number of monthly searches over the past 10 years in the region.

Seasonal trends for the entire Asia-Pacific were calculated along with more specific data sets for China, India and Australia.

 

Asia-Pacific

Throughout the entire Asia-Pacific, it was discovered that January is the number one time for APAC consumers to conduct cruise research online, followed by February and April after a brief dip in search numbers in March. Searches continue to fall, stabilising in July and August and then rising again before hitting January’s peak.

 

China

In China, online searches for cruise are highest in May, followed by April and February. The peak time for searches for ‘cruise’ relating to travel in the country are at the beginning of the year. Numbers start to decline quite heavily after the month of May and start to pick up again in September.

 

India

India has a similar pattern with the month of April being the top performer followed by March and May. There’s a steep decline in searches after May but things start to pick up again around August and continue this boost into October, dropping off again until starting back in March.

 

Australia

2

Unlike the rest of the Asia-Pacific, Australia’s seasonal search pattern is a thing of beauty to any marketer or number cruncher. With a peak in searches for ‘cruise’ relating to travel in January the numbers start to decline slowly until July with a stable stream of searches, then rising in September until hitting the January peak.

Amongst these seasonal trends, the Cruise Whitepaper by In Marketing we Trust also focuses on year on year trends, the impact of global events on the online cruise market, demographic and linguistic profiles, niche markets and preferred devices.

 

How have seasonal trends helped you in the cruise market?