Target and personalize to make every customer experience a relevant one.

1. #monetatesummit
Customer
ExperienceOptimization
TinaAlexander,AVPofDigital and
Web Marketing, CelebrityCruises

2. Globally recognized
and awarded brand'
!Top 100 Cruise Ships in
the Condé Nast Traveler 2014 Readers’
Choice Awards'
!Best Premium Cruise Line - 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'influen8al'
info'sources:'Past'
experience(s)'with'
Celebrity'Cruises,'
Travel'agent,'
Friends/Family/
Colleagues'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
PLANNING ! BOOKING ! CRUISING ! SHARING AND RETURNING
Top&Factor:'I8nerary/
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. • U8lize'Monetate'for'segmenta8on'and'
targe8ng'of'DMA'traffic'on'CEL'website''
!
• Message'users'based'on'DMA'with'
specific'offers''
!
• Targe8ng'ran'during'Move'Up/Double'Up'
promo8on'
!
• Segmenta8on'and'targe8ng'resulted'in'
increased'CTR'for'banners
We initially focused on geography

8. Version A Version B
Single CTA Image'Focus
Version C
Text'Focused
Layering in version testing for promotions

9. Driving to DMA hubs

10. We also modernized the webWe launched a new homepage

11. We also modernized the web
With customized content
based on the booked status
Not Logged In Logged in

12. We also modernized the webFeaturing a responsive blog
catalyst.celebritycruises.com

13. Targeting our top cities
Next Up: More Content Customization

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