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, every answer describes a brand in three ways — how much it stands out, how much it belongs, and how much it is returned to. In package holidays, cruises & tours, Viking leads attraction at 123 against Loveholidays at 81, indexed on the category at 100.
Each whorl lights one ring per index threshold cleared. 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 |
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 Wed, 02 Sep 2026 09:39:12 GMT.