Unsurprisingly, Cunard’s sales have benefitted considerably from its iPad app. In just eight months since the app launched it has achieved nearly 10,000 downloads resulting in £200,000 worth of business.
As mentioned earlier, this figure is likely to be notably higher as Cunard is only able to track iPad sales from users who register their personal details (rather than those who prefer to remain anonymous). This percentage of registrants is currently 51% and it is estimated that the ‘real figure’ of iPad cruise sales is likely to be at least 50% higher, if not 100%.
Of equal significance is the fact that the average order size of cruises booked via the iPad looks set to outstrip those from other channels. Indeed, Cunard has witnessed a number of high value iPad app bookings in excess of £10,000.
This trend is in line with findings from other industries whereby average order sizes appear to be higher via the iPad. No doubt this is because the iPad attracts affluent, technology- savvy professionals who are heavily influenced by the device’s enjoyable user experience and interactive capabilities.
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