peak in sales for celebrity crusies thanks to user insight

 CASE STUDY: CELEBRITY CRUISES PEAK IN SALES FOR CELEBRITY CRUSIES THANKS TO USER INSIGHT Celebrity Cruises wanted to determine the desires of multiple demographic segmentations. They called on User Insight who conducted one-­‐on-­‐one interviews for Celebrity Cruises and IQ. The interviews revealed three motivations for cruise travel and consequently, three different user personas. With this information, Celebrity has the power to address customers’ real and diverse motivations, not demographic stereotypes, and design a site that addresses their needs. CELEBRITY CRUISES HAD 3 GOALS •
“User Insight has helped us understand when and how to market certain activities to different segments. This exposes great vacation experiences to cruise guests and optimizes revenue from on-­‐board amenities and excursions.” -­‐MICHAEL BEAVERS IQ Director of Strategy, I2010 USER INSIGHT DISCOVERED STRONG RESULTS •
Celebrity Cruises customers have three distinct motivations for cruise travel: relaxation, exploration, or entertainment. •
Understand how to appeal to and design their Different qualities and features in a cruise depend on their motivation: website for customers with moderate to high •
incomes. Relaxers like to lounge and enjoy cruises with spa facilities and fine dining. •
Learn what website experiences are preferred. •
Provide the right amount/type of content in •
destination and are driven by land tours. order to increase online bookings. •
Explorers use the cruise as a way to get to a new Entertainment Seekers like the food, dancing, and n ightlife on the cruise. 42 ONE-­‐ON-­‐ONE INTERVIEWS: ATLANTA, CHICAGO & NEW YORK Interviewers asked questions about why people cruise, what cruise lines they use, and more. User Insight gained competitive reviews of several cruise line websites and feedback on various booking processes. WWW.USERINSIGHT.COM 1-­‐866-­‐755-­‐8188