Consolidating 15 websites into one experience

THE SOLUTION

One experience across five brands

The first job was finding out where the SEO and brand value actually lived across a newly acquired fleet. Consolidating without that audit would have meant discarding traffic that was already producing revenue.

Then we built the unified experience, along with a cruise widget that let users browse every offering in one place. Someone researching a wedding venue could be moved forward without being pushed. Someone hitting a sold-out cruise could be shown a comparable one instead of a dead end.

Build highlights include:

• More than 15 web properties consolidated across five brands
• A full SEO and brand value audit before consolidation
• Redirect strategies at the domain and individual URL level
• A cruise widget surfacing every offering with the data to track how people used it
• An operationally efficient CMS built for a team working across markets
• Design and photography inspired by luxury hotels
• Editing filters built around the sales process
• A programmatic media campaign built on the consolidated data

THE STRATEGY

Protect the traffic while merging the sites

Consolidating multiple sites usually costs organic traffic, and this one carried revenue. So we mapped shared search patterns across the properties to find the content themes worth keeping, then built redirects at both the domain and URL level.

That work did three things at once. It preserved traffic, it prevented error pages, and it told search engines which pages should rank going forward.

The design side had a different problem. These are premium experiences and the old sites did not look like it. We used clean, modern layouts and atmospheric photography borrowed from luxury hotel work, so the skyline views and the decor did the selling before anyone booked.

Media followed the same consolidation logic. We took what was already working in a few markets and applied it across the rest of the business in one campaign, which is where the efficiency came from.

The new sites launched in time for high tourist season.

What changed:

• Organic traffic grew year over year despite a 15-site consolidation, which is the outcome most migrations fail to achieve
• Reporting finally showed performance across brands and markets, so spend decisions were based on data rather than assumptions
• The fleet posted its best Fourth of July in five years, alongside an increase in ticket sales
• Survey feedback indicated most visitors were finding what they came for