Package Holidays, Cruises & Tours,
according to AI
Every week we ask ChatGPT, Claude and Gemini the questions real UK consumers ask about package holidays, cruises & tours — and record exactly which brands they put forward. Right now, Booking.com owns the conversation.
0 AI answers this run · 0 brands named · measured, never estimated
Booking.com is the default answer.
Named in 47% of package holidays, cruises & tours answers, typically in position 1.6. Scenic follows at 18%, Marella Cruises at 8%.
Every brand AI names, ranked.
Visibility is the share of answers naming the brand; citation share is its slice of all brand-owned pages cited; read→cited is how often its pages convert a read into a citation.
| # | Brand | Visibility | Avg. position | Citation share | Read→cited |
|---|---|---|---|---|---|
| 1 | Booking.com | 47% | 1.6 | 0% | — |
| 2 | Scenic | 18% | 1.6 | 0% | — |
| 3 | Marella Cruises | 8% | 3.0 | 0% | — |
| 4 | Celebrity Cruises | 7% | 3.5 | 0% | — |
| 5 | Royal Caribbean | 5% | 1.7 | 33% | 33% |
| 6 | On the Beach | 5% | 2.0 | 0% | — |
| 7 | Princess Cruises | 5% | 5.3 | 0% | 0% |
| 8 | TUI | 5% | 5.3 | 33% | 50% |
| 9 | P&O Cruises | 5% | 5.7 | 0% | 0% |
| 10 | MSC Cruises | 5% | 8.3 | 0% | — |
| 11 | Jet2holidays | 3% | 2.5 | 0% | — |
| 12 | Carnival Cruise Line | 3% | 4.5 | 0% | — |
| 13 | Cunard | 3% | 7.0 | 33% | 14% |
| 14 | Fred. Olsen Cruise Lines | 3% | 8.5 | 0% | — |
| 15 | Disney Cruise Line | 2% | 1.0 | 0% | — |
Booking.com is named most. That is not the same as being wanted.
Being named is visibility. Underneath it, asked to rate each brand directly, the AI assistants judge it three ways — how much it stands out, how much it belongs, and how much it is returned to. They put 68% of the 38 brands rated above indifference. Disney Cruise Line leads the brands the answers name, at 82% of maximum Desire. On attraction, the most divided driver, Disney Cruise Line indexes 123 against Travel Republic at 79, on a category average of 100.
Each whorl lights one ring per index threshold cleared (84 / 92 / 100 / 108 / 116). Above indifference means Desire above two-thirds of its maximum. See the full package holidays, cruises & tours desire edition →
The referees of package holidays, cruises & tours.
The independent sources AI models cite when answering package holidays, cruises & tours questions — the places a brand needs to be seen, reviewed and ranked.
Royal Caribbean converts reads into citations. Cunard doesn't.
When Claude or ChatGPT opens a brand's own pages while answering, does the page make the cited-sources list? Royal Caribbean converts 33% of reads; Cunard just 14%. That gap is a content problem, not a visibility problem.
Full data table
| # | Brand | Visibility | Avg. position | Citation share | Read→cited |
|---|---|---|---|---|---|
| 1 | Booking.com | 47% | 1.6 | 0% | — |
| 2 | Scenic | 18% | 1.6 | 0% | — |
| 3 | Marella Cruises | 8% | 3.0 | 0% | — |
| 4 | Celebrity Cruises | 7% | 3.5 | 0% | — |
| 5 | Royal Caribbean | 5% | 1.7 | 33% | 33% |
| 6 | On the Beach | 5% | 2.0 | 0% | — |
| 7 | Princess Cruises | 5% | 5.3 | 0% | 0% |
| 8 | TUI | 5% | 5.3 | 33% | 50% |
| 9 | P&O Cruises | 5% | 5.7 | 0% | 0% |
| 10 | MSC Cruises | 5% | 8.3 | 0% | — |
| 11 | Jet2holidays | 3% | 2.5 | 0% | — |
| 12 | Carnival Cruise Line | 3% | 4.5 | 0% | — |
| 13 | Cunard | 3% | 7.0 | 33% | 14% |
| 14 | Fred. Olsen Cruise Lines | 3% | 8.5 | 0% | — |
| 15 | Disney Cruise Line | 2% | 1.0 | 0% | — |
All three models agree: Booking.com.
A rare consensus — every model puts Booking.com first, and their top-five lists overlap 25%. Winning here means winning everywhere at once.
Brands whose visibility swings most between models — the bar per model, widest gap on the right.
The data behind this chart
| Brand | Claude | Gemini | ChatGPT | Spread |
|---|---|---|---|---|
| Booking.com | 25% | 45% | 70% | 45pp |
| Scenic | 20% | 10% | 25% | 15pp |
| Marella Cruises | 5% | 15% | 5% | 10pp |
| Jet2holidays | 0% | 10% | 0% | 10pp |
| TUI | 0% | 10% | 5% | 10pp |
| On the Beach | 0% | 10% | 5% | 10pp |
| Norwegian Cruise Line | 5% | 0% | 0% | 5pp |
| Carnival Cruise Line | 5% | 5% | 0% | 5pp |
| Celebrity Cruises | 5% | 5% | 10% | 5pp |
| Disney Cruise Line | 5% | 0% | 0% | 5pp |
Editorial carry package holidays, cruises & tours.
Every page AI opened while answering, classified by what kind of page it is. Editorial supply the most citations; Product pages convert best — 93% of the ones models opened were actually cited.
The data behind this chart
| Page type | Cited | Read but not cited | Conversion |
|---|---|---|---|
| Editorial | 142 | 61 | 70% |
| How-to guides | 122 | 42 | 74% |
| Listicles | 52 | 23 | 69% |
| Comparisons | 34 | 20 | 63% |
| Other | 34 | 69 | 33% |
| Documentation | 30 | 49 | 38% |
| Product pages | 28 | 2 | 93% |
| category-page | 21 | 6 | 78% |
Structured data is what separates cited from ignored.
Of the package holidays, cruises & tours pages models actually opened, how much more often each feature's pages ended up in the cited sources. Structured data is worth 31 percentage points; hard statistics pages fare 24pp worse. Measured within the read population, so selection can't flatter it.
The data behind this chart
| Feature | Pages with | Cited % | Pages without | Cited % | Difference |
|---|---|---|---|---|---|
| Structured data | 628 | 68% | 267 | 38% | +31pp |
| Named author | 422 | 72% | 473 | 48% | +24pp |
| Updated this year | 258 | 69% | 637 | 55% | +14pp |
| Cites its sources | 32 | 66% | 863 | 59% | +7pp |
| Answer up front | 354 | 60% | 541 | 59% | +2pp |
| Comparison table | 225 | 53% | 670 | 61% | -8pp |
| Specifications | 54 | 50% | 841 | 60% | -10pp |
| Hard statistics | 232 | 42% | 663 | 65% | -24pp |
Princess Cruises builds pages AI can quote.
Readiness scores each brand's own pages on the structure models reward — a direct answer up front, tables, hard numbers, named authors, structured data, recency, specifications. Princess Cruises is the widest gap: well-built pages that still aren't converting into citations.
| Brand | Readiness | Pages cited | Pages profiled |
|---|---|---|---|
| Princess Cruises | 31 | 0% | 75 |
| Royal Caribbean | 28 | 33% | 12 |
| Riviera Travel | 28 | 0% | 5 |
| Celebrity Cruises | 27 | 0% | 91 |
| First Choice | 26 | 0% | 26 |
| TUI | 25 | 33% | 9 |
| Fred. Olsen Cruise Lines | 21 | 0% | 3 |
| Andante | 21 | 0% | 3 |
| Saga | 18 | 0% | 5 |
| P&O Cruises | 17 | 0% | 3 |
Readiness is the share of eight measurable structural signals present on a brand's profiled pages. It is a build-quality measure, not a ranking of the brand.
The questions package holidays, cruises & tours pages have to settle.
Read straight off the pages AI cited: the consumer questions cited content answers most often. Content that fails to settle these is content models have no reason to quote.
Nineteen more categories.
Method: 20 unbranded consumer prompts per category, spread across the buying journey, run weekly against ChatGPT, Claude and Gemini. Read→cited uses Claude and ChatGPT only (Gemini does not separate the two). Correlational observations of model behaviour at the time of the run. Data from the run completed Sat, 17 Oct 2026 13:12:31 GMT.