P&O Cruises

P&O Cruises

digital case study

Continuously improving P&O Cruises’ website

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Innovations that have created a more engaging user experience


P&O Cruises has been operating cruise ships for more than 170 years and combines innovation, professionalism and unrivalled experience across its fleet of seven ships dedicated to the British market. P&O appointed Nucleus in 2009 and we have worked with them ever since in a process of continuous improvement.


We launched an innovative new website in 2010, featuring many significant enhancements and a re-engineered technical platform, based on EpiServer CMS and its Relate social media application. It features an expanded community area, where members can send private messages, upload photos, blog and form interest groups; a sophisticated new cruise search tool enables potential customers to find a holiday by any combination of dates / durations / destinations / ships / departure points; and customer reviews, a new video section and wishlists have also all contributed to a more engaging user experience.

In addition, the booking process has been re-designed with the aim of increasing conversion and a new content management system provides easier day-to-day management of the whole site.


Since re-launch, the number of unique visitors to the website has increased 35% year-on-year with online revenue up an impressive 46%. We have also seen a dramatic increase in the online net promoter score. The website has been voted by consumers to be the best cruise website for several years running and it has also won other industry accolades.