Appointment date:	November 2006
Client:	Munir Samji – Chief Executive Peter Williams – Sales & Marketing Director
Background:	Hebridean International Cruises is the UK’s premium price cruise brand, operating two small, quintessentially British ships – Hebridean Spirit and Hebridean Princess. Despite the price point loyalty is extremely high averaging 65% across both vessels.
The Problem:	Whilst rightfully proud of its ability to retain customers, new business was a perennial issue. New enquiries were low, averaging less than 100 a month and with costs for each sailing fixed this situation was not sustainable.

What we did

• Analysed and quantified the size of the new business shortfall
• Imposed quality control procedures on brochure production
• Demonstrated the size of the online research market for cruises
• Mapped the customer journey from research to purchase
• Re-engineered the online proposition and launch a new website
• Devised and initiated an enquiry follow-up strategy

The Results

• 1,444% increase in online enquiries within two months of web launch up from 45 to 650+
  
• 310% increase in like for like sales from online enquirers to £2.2Million in 2007
  
• Online now accounts for 62% of all enquiries generated by the business
• Significant ranking improvements on natural searches though SEO work

 

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