This document discusses Celebrity Cruises' strategy to leverage digital tools to engage new customers. It outlines Celebrity Cruises' brand recognition and award wins. It then discusses optimizing their website and mobile apps to make the customer booking and cruising experience more seamless and personalized. It also discusses expanding their social media presence and targeting their digital marketing towards top cities. The overall goal is to map customers' digital cruise journey from research to booking to travel and sharing their experience.

1. Leveraging Digital
Tools to Engage
New Customers
April 3, 2014

2. Globally recognized
and awarded brand
Top 100 Cruise Ships in
the Condé Nast Traveler 2014
Readers’ Choice Awards
Best Premium Cruise Line – three
years in a row in Travel Weekly’s
Annual Globe Awards
• Affluent Vacationers:
• Age: 35 + years old
• Household income: $100,000+
• Net wealth: $500,000+
• Europe: Mediterranean, Baltics,
and Fjords • Caribbean • Alaska
• Hawaii • South America • Asia
• Australia • New Zealand • Galapagos
Providing an updated luxury
vacation experience to:
Sailing to exotic destinations
around the World

3. Destinations: taking you around the world in modern luxury
Staterooms
Airy spaces
with all the right,
tasteful details
Dining
Restaurants where
the design is just as
important as the
cuisine
Service
Intuitive service
with a keen eye
for detail
Activities
Do as much
or as little as
you choose
Escape from your day to day, feel relaxed and restored,
do what you feel like and know everyone will be happy

4. Partnerships for Modern Luxury

5. Many also
consider Length
of trip, Value for
the money,
Departure date,
and Departure
port
Other influential
info sources: Past
experience(s)
with Celebrity
Cruises,
Travel agent,
Friends/Family/C
olleagues and
Cruiser review
sites
Nearly one-in-five
booked on
an online travel
agency website.
Top problem
area: Dining.
Problem
‘resolved’ for less
than half
One-in-five had a
Stateroom
problem.
Would also consider
Royal, Princess &
Holland America
T O T A L
90%
70%
50%
30%
10%
PLANNING  BOOKING  CRUISING  SHARING AND RETURNING
Top Factor:
Itinerary/ports-of-
call
Top Info Source: Celebrity Website Booked: Travel
Agent
Cruise
Experience:
% Secure
Encountered a
Problem:
% Yes
Highly Likely to
Advocate
Highly Likely
Recruise
Consider only
Celebrity
We map the digital cruise journey

6. Focusing on strategic segments

7. Focusing on strategic segments
Within an evolving ecosystem

8. Based on Travel Research
More and more users are beginning to research on mobile devices.
Source: Google Travel Summit, 5/13/13, “Marketing in the Multi-Screen World”

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www.celebritycruises.com/mobile

10. We also modernized our web

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16. Targeting our top cities

17. Targeting our top cities
With more visual Onboard descriptions

18. Expanding our Social Footprint

19. Targeting our top cities
Plus, Ratings and Reviews

20. Questions?
Tina Alexander
AVP, Digital and Web Marketing
Celebrity Cruises
TinaAlexander@celebrity.com
@tinaalex