Finding the right cruise isn't always simple. P&O Cruises set out to recreate the advice and reassurance of a travel expert online, helping guests navigate their options with confidence.
The journeys delivered a 16:1 ROI — in just three months.
The new welcome journey delivered a 66% increase in Total Net Revenue, with average booking value per guest up by 4%.
Conversion to booking increased by 86%, supported by a 63% open rate and an unprecedented 20% click-through rate — almost two and a half times the rate of the previous programme.
Average lead time increased by 10% — meaning P&O Cruises are filling their ships quicker, expanding the window to further upsell guests to additional on- and off-shore experiences.
The Strategy: Replicating the travel adviser experience, online
It’s hard to overstate just how overwhelming cruising can be for newcomers. Not only are there countless options for destinations and unlimited opportunities for on-board and off-shore experiences, but you’ve also got to find the right ship, the right cabin, and the right itinerary for you.
In a post-pandemic world, with more people booking online than ever, this overwhelming digital experience created a fantastic opportunity to grow conversions. We needed a way of translating that huge expanse of information into something digestible and relevant, helping new enquirers break through the barrier, get excited, and then book their dream holiday.
For many, travel agents are the first port of call for people interested in cruising. They discuss what kind of things guests would like, what their hobbies are, and give a general indication of where they’d like to go. We decided to replicate that experience online — providing potential guests with a personalised, engaging email journey that does far more than just display information. To make that happen, we:
- Used interactive pixels to listen to guests’ interests and tailor future content and recommendations to them
- Captured data throughout the journey to enable P&O Cruises to further personalise campaigns later down the line
- Translated the vast information available on the brand website into something more digestible and relevant for new enquirers
- Created an automated, smart, triggered and always-on welcome journey that assumes the role of trusted travel adviser
The solution: One perfectly tailored holiday via email
Becoming a trusted travel adviser meant crafting a two-way experience — one that listens to each customer and feeds back relevant information.
We created a welcome journey using digital innovation to deliver a tailored experience for every new enquirer. The journey consists of five emails, each taking our guest further towards their perfect holiday. It offers clarity through relevance, builds excitement through inspiration, and homes in on a cruise we know they’ll love by responding to their engagement:
- Email 1. Welcome guests to P&O Cruises and introduce the breadth of holidays available — as varied as the guests themselves
- Email 2. Invite guests to explore the themes of holiday they might enjoy through interactive options, listening to what they engage with to shape everything that follows
- Email 3. Evolve the conversation based on what guests have told us — focusing on places or activities, framed differently depending on their journey so far. Did they feel inspired by a relaxing beach holiday? Then that’s what they’ll see — as future imagery, copy and recommendations all adapt in response
- Email 4. Offer a fresh start for prospective guests, using interactivity and evocative imagery to place them on board and ask what they’d choose to do at different points during their holiday — serving those choices back as real experiences they can look forward to
- Email 5. Ask prospective guests to make that adventure a reality, tailoring the design they see to match their chosen story and drive that same inspiration towards booking
Word clouds, tailored to what guests have told us so far, provide a simple way for them to explore the elements of cruising that appeal most. And for the small proportion of our customers who can’t receive interactive emails, this entire experience is replicated on a landing page.
The results: When the journey listens, guests book
The new welcome journey had an immediate and dramatic impact.
The relevant and dynamic content approach delivered an unprecedented level of engagement: the overall open rate for the journey reached an eye-watering 63%, with an unprecedented 20% click-through rate — almost two and a half times the rate of the previous programme.
Most importantly, this deeper engagement translated into impressive commercial results. In the first three months of the programme, average net revenue — the average booking value per guest — increased by 4%. Average lead time increased by 10%, meaning P&O Cruises are filling their ships quicker and expanding the window to further upsell guests to additional on- and off-shore experiences.
The journey delivered a 66% increase in Total Net Revenue, equating to a 16:1 ROI — in just three months. And conversion to booking increased by 86%.
When a welcome journey truly listens, it doesn’t just inform guests. It inspires them, builds their confidence, and earns their booking.
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