P&O Cruises Website Redesign
Lavender
Services:
Web Design Sydney | High-Performing Custom Websites
Contracted by
Lavender
Insight
P&O Cruises was entering a period of growth, with new ships launching and an evolving market of younger, more experience-driven travellers. The brand needed a digital refresh that matched this momentum — a website that felt fresh, aspirational, and easy to navigate, while still catering to loyal customers who were used to a more traditional booking flow.
Idea
Working with the team at Lavender, I led the design of a new website that repositioned P&O as a modern, experience-first cruise line. The design focused on large, immersive visuals of the ships and destinations, clear calls to action, and simplified navigation to help users easily compare itineraries, explore onboard experiences, and book directly online.
We introduced interactive ship highlights, dynamic pricing displays, and mobile-responsive layouts to ensure accessibility and usability across devices. The overall aesthetic shifted away from dated cruise stereotypes toward something lighter, more contemporary, and emotionally resonant.
Impact
The redesigned website helped P&O engage a broader demographic — including younger families and first-time cruisers — by presenting cruising as approachable, exciting, and tailored to them. It played a key role in supporting the launch of new ships and destinations, as well as increasing online engagement and direct bookings.
