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• 3 min de lectura
Nearly 91% of US cruise searchers using AI engage with just one brand, according to research by Verve, an advertising intelligence platform. Verve's research combined search and AI conversation data with consumer surveys. The company didn't share the numbers or scope of its research.
Verve found cruise consideration is surprisingly narrow. Just 8.9% of cruise searchers consider two or more brands, with the average consumer considering only 1.12 cruise lines. Nearly 91% engage with just one brand, suggesting lines may be winning or losing travelers before active comparison even begins.
Specific ships are driving brand discovery. Nearly nine in 10 branded cruise searches are for specific ships, up to 89.8% in first half 2026 from 88.1% in H1 2025. New launches, refurbishments and redeployments can create significant bursts of consumer interest, although the report also found that launch momentum can fade quickly.
Royal Caribbean remains dominant, Verve found, but competition is growing. Royal Caribbean accounts for 37.1% of branded cruise search, down from 39.9% a year earlier. Norwegian Cruise Line follows at 15.6%, while MSC, Princess and Celebrity each capture roughly 8% to 10%, creating a fragmented second tier of competitors.
AI appears to influence the shortlist early. Brand-related searches emerge soon after AI conversations, suggesting travelers may use conversational AI to explore and narrow options before moving to the open web. Price and deal searches build later, as travelers compare options and validate whether a cruise represents good value.
Most prospective cruisers are still up for grabs. Among surveyed travelers considering a cruise in the next 12 months, 73% haven't decided what to book, compared with 21% who have already booked and 6% planning to book soon.
According to Verve's findings, price and value are the top booking consideration for 60%, well ahead of destination/itinerary (26%) and onboard experience (14%). This is a contrast with longtime research by Cruise Lines International Association, among others, that have typically identified destination as the No. 1 factor in cruise selection.
Verve also determined wave season is becoming a longer opportunity. January through March remains important, but cruise interest increasingly extends into spring. Search interest in May 2023 was 2.1 times the January–March average, remained relatively steady through April–June 2024 and peaked in May 2025, suggesting brands shouldn't stop marketing when traditional wave season ends.
Luxury is the fastest-growing cruise segment. Luxury/premium cruise search interest increased 109% year over year, compared with 66% growth for both mainstream ocean and river cruises. Mainstream cruises still have the broadest appeal, but luxury represents a significant high-value growth opportunity.
