Cruise operator P&O has announced the launch of a new website, designed by web agency Yucca to provide improved search and a more intuitive user experience.

The site was built in such a way as to integrate with P&O's pay-per-click campaign, so that visitors are directed to a pre-populated search page rather than a generic landing page, according to Yucca.

The core navigation function for the site is search, and Yucca also created a Google Maps mash-up which can show users the progress of cruise ships en route, according to Yucca's creative technology director, Richie Jones.

P&O is also looking to launch new functionality in the coming months that will enable its customer community to blog about cruising and upload pictures.

"Historically couples meet new friends on cruises and try to coincide their next trip with their friends," said Jones. "This is a way of bringing the cruise to life and allowing the couples to see what each other are up to."

Yucca also undertook some search engine optimisation work for P&O as part of the project, to ensure that the cruise company's organic Google footprint would not drop off when it transitioned to a new web site, said Jones.