Research within the cruise industry now has the ability to utilize Web-based content analysis. This paper provides an example of a methodology that explores patterns of co-creation of value on board cruise ships using holiday reviews retrieved through Web content mining from CruiseCritic.com. The aim is to add to the field of co-creation and cruise tourism by providing an approach to exploratory Web-based data collection. With the use of a data-driven approach to knowledge discovery, this paper provides a means to achieve a deeper understanding of guest-to-guest and guest-to-staff interactions on board cruise ships. Copyright © 2012 John Wiley & Sons, Ltd.