Backbone | Celestyal Cruises


Redesign and develop a website targeted to a global market

Solutions Website, E-commerce
Industry Turismo
Location Europe
Year 2018
Services Strategy & Consulting
Creative Design
Celestyal Cruises Logo

An unbelievable, personalized experience aboard a Celestyal Cruise begins with your booking. The improved online portal is attractive, customized and effortless as it drives more travellers to Celestyal’s websites organically.

About the project

Redesigning one global and seven local websites involved creating direct applicability to the users of Celestyal’s varying markets. Previously, their websites were not gaining organic traction and conversions resulting from ad spends were low.

Each site needed to be revamped and made attractive for the users to be intrigued by the cruise offerings. By doing this, it in turn brought more organic users to the website and consequently increased their online bookings.

About the project

Project development design

With the use of a web-user tracking activity platform, we gained insight as to which pages from the previous site were performing well and which pages were under performing. Since our goal was to drive more organic traffic – and reduce ad spending – it was also important that we optimized each site for SEO.


Our first step was to restructure the sitemap; we simplified it and eliminated unnecessary content. We then redesigned the website and made it more experiential for the user.

Based on consumer research and online travel trends, we enriched the websites with high-resolution, full-frame photos, in addition to enhancing the navigation and user experience. 

We also redesigned the booking path by making it a more user-friendly platform where travellers could book a cruise, and purchase onboard and shore-side services (such as excursions and drink package upgrades) directly from the site.


Today, Cylestyal Cruises’ websites create an experiential booking path that targets their specific markets of interest, while boosting organic traffic and overall online bookings.

Since the new website launch, organic traffic sessions have increased by 43 percent, while the number of new users has increased by 51 percent. Organic transactions also increased by 24 percent, which resulted in a 125 percent increase in organic revenue.


Website Traffic


New Users