Verve Finds AI Cruise Searches Often Center on One Brand
The analysis indicates that ship-specific interest dominates branded searches, while price and value remain the leading booking considerations.
Nearly 91% of U.S. consumers using AI tools to search for cruises engage with a single brand, according to Verve. The company said the finding was based on its analysis of online searches, AI conversations and consumer survey responses. It reported that 8.9% of prospective cruise passengers consider offers from two or more brands.
Verve also found that nearly 90% of branded cruise searches relate to specific ships, with the trend becoming more pronounced in the first half of 2026. Royal Caribbean accounted for 37.1% of branded searches, although its share declined 2.8% year over year. Norwegian Cruise Line represented 15.6%.
According to Verve, price and value were decisive for 60% of consumers. Destination or itinerary was a priority for 26%, while the onboard experience influenced booking for 14%.
Luxury and premium cruise searches increased 109% year over year, Verve reported. By comparison, searches for standard ocean and river cruises rose 66%.