Case Study:Cunard Cruise Line

Cunard’s first steps onto the iPad reap tangible results

In 2011, Cunard Cruise Line approached YUDU Media about developing an iPhone and iPad app for its portfolio of cruises and fleet of luxury ships. Cunard’s foray into mobile devices followed its successful digital edition program which saw many of the company’s publications transformed by YUDU into vibrant digital publications. Cunard launched its app entitled ‘Cunard Ocean Liners: Cruises’ on June 1st 2011.

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The ResultsThe results exceeded all expectations with Cunard achieving £200,000 worth of bookings from its iPad app alone within just eight months. Indeed, this is a conservative estimate as Cunard tracked sales from only those users who had registered their details for marketing purposes (representing 51% of app downloads).

The Cunard app features everything you might expect from an app promoting one of the world’s most famous cruise lines. Acting both as an information hub and portal, the app includes Cunard’s full programme of cruise routes, itineraries, fares and special offers. It also includes full access to Cunard’s social media channels such as Facebook and Twitter.

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About the app

The app’s real advantage, however, lies in its ability to ‘bring to life’ various aspects of the luxury cruise experience – whether it’s participating in early morning yoga, drinking champagne whilst watching the sun set or visiting one of the exotic cities en route – the app is able to capture it allwith embedded rich media.

Cunard has maximised the rich media potential of its app by including videos highlighting all aspects of life on board as well as a slideshow of photos of its cruise fleet including the ships Queen Mary 2, Queen Elizabeth and Queen Victoria.

With the latest iPad’s improved screen resolution of 3.1 million pixels making it clearer than the average HD TV, Cunard’s app is now able to fully showcase the cruise experience and provide users with an unparalleled visual insight into life on board ship.

Sales upliftUnsurprisingly, Cunard’s sales have benefitted considerably from its iPad app. In just eight months since the app launched it has achieved nearly 10,000 downloads resulting in £200,000 worth of business.

As mentioned earlier, this figure is likely to be notably higher as Cunard is only able to track iPad sales from users who register their personal details (rather than those who prefer to remain anonymous). This percentage of registrants is currently 51% and it is estimated that the ‘real figure’ of iPad cruise sales is likely to be at least 50% higher, if not 100%.

Of equal significance is the fact that the average order size of cruises booked via the iPad looks set to outstrip those from other channels. Indeed, Cunard has witnessed a number of high value iPad app bookings in excess of £10,000.

This trend is in line with findings from other industries whereby average order sizes appear to be higher via the iPad. No doubt this is because the iPad attracts affluent, technology-savvy professionals who are heavily influenced by the device’s enjoyable user experience and interactive capabilities.

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Finally, with the assistance of YUDU Media who designed and created the original app, the latest Cunard app will also feature much improved download speeds, better performance during downloads and the automatic retry of failed downloads.

The success of Cunard’s iPad app has led the company to develop new ways of expanding and enhancing it. Cunard will soon expand the app to include its weddings brochure as well as its quarterly Cunarder magazine. The enhanced app will also allow Cunard to directly link all relevant content on its website and social media sites to create an even more seamless user journey.

Moving Forward

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“”Laura Beasty, Cunard’s Senior New Media Executive

“The Cunard iPad and iPhone app has been our first real step into mobile devices and something we want to continue to build on. Our website is now far more mobile friendly and, significantly, our bookings are beginning to reflect this.”

“”YUDU Media’s CEO, Richard Stephenson

“I am not surprised by either the strength of sales originatingfrom Cunard’s app nor the increase in order value. The latest iPad has exceptional visual clarity and an enjoyable, seamless user interface. This allows users to view Cunard’s app and ‘virtually’ experience what it is like to be on board, say, the Queen Elizabeth at sunset. It’s the ultimate sales tool”.

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Cunard Line is one of the world’s most recognised brand names in ocean travel with a classic heritage dating back to 1840. Despite its great tradition, the company embodies a very modern philosophy which is reflected in its state-of-the-art digital marketing activities(not to mention the world’s youngest fleet of cruise ships!).

These digital marketing activities, as exemplified by its iPad and iPhone app, are starting to reap rich dividends by allowing potential customers to read and view compelling marketing content on exceptional digital devices.

Indeed, by hosting interactive and engaging digital content on the iPad, customers can now view Cunard’s offering in the comfort of their own home using a device that is renowned for its clarity, enjoyment and usability.

For this reason it is no surprise that Cunard’s bookings are surging ahead with booking sizes at the very highest end of expectations...

Conclusion

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