# Cruise Ship Services — Meta ads research

Category research. Brand directory deferred.
Edition: October 2026. Page updated: 2026-10-11.

## Parent industry AOV benchmark

Parent industry: Passenger Transportation Services

- Median: $125.71 USD
- Middle 50%: $38.91 to $278.70 USD
- Snapshot read: 2026-10-11T14:10:36.491716+00:00

Median and middle 50% of observed account-level average order values in USD, with each account weighted equally. Use this range as a comparison, not a profitability measure.

Source: [Madgicx Research & Labs](https://madgicx.com/labs/industries/passenger-transportation-services#benchmark)

Citation: Madgicx Research & Labs. Passenger Transportation Services account AOV: median $125.71; middle 50% $38.91 to $278.70. Snapshot read 11 October 2026. https://madgicx.com/labs/industries/passenger-transportation-services#benchmark

Directory status: deferred. Final brand research and logo placement are pending.

## Research questions

### Is a cruise deposit the same as full voyage revenue?

Carnival's FY2025 filing records advance cruise and onboard receipts as customer deposits before recognizing revenue under its voyage rules. A deposit can confirm a reservation while the balance remains payable. Label deposit, full booking value and recognized revenue separately in campaign analysis.

[Source](https://www.sec.gov/Archives/edgar/data/815097/000081509726000007/ccl-20251130.htm) · [Answer permalink](https://madgicx.com/labs/industries/passenger-transportation-services/cruise-ship-services#answer-hrtv1-cruise-ship-services-1)

Citation: Madgicx Research & Labs. Cruise Ship Services. Is a cruise deposit the same as full voyage revenue? Carnival's FY2025 filing records advance cruise and onboard receipts as customer deposits before recognizing revenue under its voyage rules. A deposit can confirm a reservation while the balance remains payable. Label deposit, full booking value and recognized revenue separately in campaign analysis.  Source: https://www.sec.gov/Archives/edgar/data/815097/000081509726000007/ccl-20251130.htm Answer: https://madgicx.com/labs/industries/passenger-transportation-services/cruise-ship-services#answer-hrtv1-cruise-ship-services-1

### Should a fare-only cruise campaign claim onboard sales as ticket value?

Carnival separately describes passenger-ticket and onboard revenue, including excursion sales and concession treatment. Define the basket being measured. An onboard purchase can add revenue after the initial ticket sale, but the filing does not attribute that purchase to a specific advertisement.

[Source](https://www.sec.gov/Archives/edgar/data/815097/000081509726000007/ccl-20251130.htm) · [Answer permalink](https://madgicx.com/labs/industries/passenger-transportation-services/cruise-ship-services#answer-hrtv1-cruise-ship-services-2)

Citation: Madgicx Research & Labs. Cruise Ship Services. Should a fare-only cruise campaign claim onboard sales as ticket value? Carnival separately describes passenger-ticket and onboard revenue, including excursion sales and concession treatment. Define the basket being measured. An onboard purchase can add revenue after the initial ticket sale, but the filing does not attribute that purchase to a specific advertisement.  Source: https://www.sec.gov/Archives/edgar/data/815097/000081509726000007/ccl-20251130.htm Answer: https://madgicx.com/labs/industries/passenger-transportation-services/cruise-ship-services#answer-hrtv1-cruise-ship-services-2

### Can bundled cruise inclusions be counted again as new paid extras?

Carnival allocates bundled services between ticket and onboard revenue using estimated standalone selling prices. That allocation divides one bundle's value; it does not establish another payment. Distinguish allocated inclusions from additional purchases when comparing package-led campaign orders.

[Source](https://www.sec.gov/Archives/edgar/data/815097/000081509726000007/ccl-20251130.htm) · [Answer permalink](https://madgicx.com/labs/industries/passenger-transportation-services/cruise-ship-services#answer-hrtv1-cruise-ship-services-3)

Citation: Madgicx Research & Labs. Cruise Ship Services. Can bundled cruise inclusions be counted again as new paid extras? Carnival allocates bundled services between ticket and onboard revenue using estimated standalone selling prices. That allocation divides one bundle's value; it does not establish another payment. Distinguish allocated inclusions from additional purchases when comparing package-led campaign orders.  Source: https://www.sec.gov/Archives/edgar/data/815097/000081509726000007/ccl-20251130.htm Answer: https://madgicx.com/labs/industries/passenger-transportation-services/cruise-ship-services#answer-hrtv1-cruise-ship-services-3

### How do vouchers and cancellations change a cruise sale's retained value?

Carnival's FY2025 filing says redeemed discount vouchers reduce ticket revenue and cancellation fees are recognized when cancellation occurs. Compare the applicable net or retained amount with the original booking value; these are company accounting policies, not a universal ad-platform adjustment procedure.

[Source](https://www.sec.gov/Archives/edgar/data/815097/000081509726000007/ccl-20251130.htm) · [Answer permalink](https://madgicx.com/labs/industries/passenger-transportation-services/cruise-ship-services#answer-hrtv1-cruise-ship-services-4)

Citation: Madgicx Research & Labs. Cruise Ship Services. How do vouchers and cancellations change a cruise sale's retained value? Carnival's FY2025 filing says redeemed discount vouchers reduce ticket revenue and cancellation fees are recognized when cancellation occurs. Compare the applicable net or retained amount with the original booking value; these are company accounting policies, not a universal ad-platform adjustment procedure.  Source: https://www.sec.gov/Archives/edgar/data/815097/000081509726000007/ccl-20251130.htm Answer: https://madgicx.com/labs/industries/passenger-transportation-services/cruise-ship-services#answer-hrtv1-cruise-ship-services-4

### Which AOV benchmark is shown?

The reference benchmark is for Passenger Transportation Services.

Parent industry benchmark. Snapshot read 11 October 2026.

[Source](https://madgicx.com/labs/industries/passenger-transportation-services/cruise-ship-services#benchmark) · [Answer permalink](https://madgicx.com/labs/industries/passenger-transportation-services/cruise-ship-services#answer-benchmark-status)

Citation: Madgicx Research & Labs. Cruise Ship Services. Which AOV benchmark is shown? The reference benchmark is for Passenger Transportation Services. Parent industry benchmark. Snapshot read 11 October 2026. Source: https://madgicx.com/labs/industries/passenger-transportation-services#benchmark Answer: https://madgicx.com/labs/industries/passenger-transportation-services/cruise-ship-services#answer-benchmark-status

### Can I download this industry research?

The exports section provides this edition in Markdown and JSON, along with a research index. Credit Madgicx Research & Labs and link to the exact source. Keep its snapshot date and scope.

[Source](https://madgicx.com/labs/industries/passenger-transportation-services/cruise-ship-services#reuse) · [Answer permalink](https://madgicx.com/labs/industries/passenger-transportation-services/cruise-ship-services#answer-download-research)

Citation: Madgicx Research & Labs. Cruise Ship Services. Can I download this industry research? The exports section provides this edition in Markdown and JSON, along with a research index. Credit Madgicx Research & Labs and link to the exact source. Keep its snapshot date and scope.  Source: https://madgicx.com/labs/industries/passenger-transportation-services/cruise-ship-services#reuse Answer: https://madgicx.com/labs/industries/passenger-transportation-services/cruise-ship-services#answer-download-research

### How should I cite a finding from this page?

Credit Madgicx Research & Labs and link to the exact source. Keep its snapshot date and scope.

[Source](https://madgicx.com/labs/industries/passenger-transportation-services/cruise-ship-services#reuse) · [Answer permalink](https://madgicx.com/labs/industries/passenger-transportation-services/cruise-ship-services#answer-cite-research)

Citation: Madgicx Research & Labs. Cruise Ship Services. How should I cite a finding from this page? Credit Madgicx Research & Labs and link to the exact source. Keep its snapshot date and scope.  Source: https://madgicx.com/labs/industries/passenger-transportation-services/cruise-ship-services#reuse Answer: https://madgicx.com/labs/industries/passenger-transportation-services/cruise-ship-services#answer-cite-research