Scaling the High Seas: Inside Cordelia Cruises’ Record-Breaking Influencer-Led Growth
Rushabh Deena Shah
Author Note
At the time of the research, the author was actively engaged in supporting influencer operations in partnership with Regional Influencers (regionalinfluencers.in) for Cordelia Cruises. Any views expressed are personal and based on direct executional experience from 2022–2023.
The author extends deep gratitude to Khyati Bohra, Brand Marketing Lead at Cordelia Cruises, whose strategic clarity and consistent execution laid the foundation for this study. Sincere thanks also to the creators, campaign teams, and the Regional Influencers agency, whose data and campaign records made this case study possible. This research received no institutional or financial support and was self-initiated for knowledge dissemination.
Abstract
Cordelia Cruises, India’s first premium cruise line, has actively leveraged influencer marketing to drive brand awareness and follower growth on social media from 2022 through 2024. In this period, the brand executed a series of campaign-driven and always-on influencer initiatives – including both paid and barter collaborations – to position the cruise itself as an aspirational “destination of dreams.” Under the strategic leadership of Brand Manager Khyati Bohra (Cordelia), the cruise line adopted a “cruise-as-destination” content model, selection criteria targeting ~10% month-over-month (MoM) audience growth, and a discovery-first emphasis on engaging storytelling. The strategy combined a cadre of travel and lifestyle creators (often regionally influential), an ongoing UGC-friendly approach, and the psychologically aspirational levers of exclusivity and adventure to spark viral reach. As a result, Cordelia’s Instagram follower base expanded dramatically (from ≈100K to over 500K) and average engagement on posts reached tens of thousands of likes per post. This report synthesizes data from campaign archives (e.g. 2023 Chennai–Sri Lanka Sailings), content metrics, and industry analysis to detail the objectives, tactics, implementation, and results of Cordelia’s influencer marketing program.
