Discover the treasures of each city, village, and town in comfort aboard our deluxe air-conditioned motorcoach on Central Holidays' signature Escorted Tours. Our tours offer longer stays in each destination, first-class and superior accommodations, dining at popular local restaurants, and expert-guided sightseeing, ensuring a deeper, more immersive travel experience. Relax and explore at your own pace while enjoying unmatched service and exclusive perks.
2025 Marketing Report January – December 2025
January – June 2025
July – December 2025
Table of Contents
Email Marketing ...................................................................................................................................................................... 3
Insights by Regions & Destinations ..................................................................................................................................... 3
Key Observations............................................................................................................................................................. 5
Next Steps/Action Items.................................................................................................................................................. 6
Website Activity ...................................................................................................................................................................... 7
Total Numbers/Statistics ..................................................................................................................................................... 7
Traffic Acquisition ................................................................................................................................................................ 8
Landing Page ..................................................................................................................................................................... 10
Regions & Destinations ..................................................................................................................................................... 12
Packages ............................................................................................................................................................................ 13
Campaigns ......................................................................................................................................................................... 14
Sessions by Suppliers ........................................................................................................................................................ 15
Consortia – Travel Leaders ............................................................................................................................................... 15
Users by States & Cities..................................................................................................................................................... 16
Other Statistics .................................................................................................................................................................. 17
Key Observations........................................................................................................................................................... 19
Steps/Action Items ........................................................................................................................................................ 20
Phone Calls ............................................................................................................................................................................ 21
Calls By Location................................................................................................................................................................ 22
Key Observations........................................................................................................................................................... 23
Next Steps/Action Items................................................................................................................................................ 24
SEO (Search Engine Optimization) ........................................................................................................................................ 25
Overall Results................................................................................................................................................................... 25
Keywords Positions ........................................................................................................................................................... 26
Egypt Position & Ranking .................................................................................................................................................. 27
Keywords and Long-tail Keywords positions ..................................................................................................................... 28
AI & SEO ............................................................................................................................................................................ 30
Images & SEO .................................................................................................................................................................... 32
Videos & SEO..................................................................................................................................................................... 33
Branded Keywords ............................................................................................................................................................ 34
Key Observations........................................................................................................................................................... 37
Steps/Action Items ........................................................................................................................................................ 38
Social Media .......................................................................................................................................................................... 39
Marketing Activities | 2025 | P a g e | 1
Facebook ........................................................................................................................................................................... 39
Instagram .......................................................................................................................................................................... 41
Pinterest ............................................................................................................................................................................ 42
Key Observations........................................................................................................................................................... 43
Next Steps/Action Items................................................................................................................................................ 43
Paid / Boosting Recommendations (Critical for Growth) .............................................................................................. 44
Other Activities ..................................................................................................................................................................... 45
In-House Webinars ............................................................................................................................................................ 45
Key Observations........................................................................................................................................................... 46
Next Steps/Action Items................................................................................................................................................ 46
Live Chat ............................................................................................................................................................................ 47
Key Observations........................................................................................................................................................... 48
Next Steps/Action Items................................................................................................................................................ 48
New Website fresh content............................................................................................................................................... 49
Key Observations........................................................................................................................................................... 55
Next Steps / Action Items.............................................................................................................................................. 55
Support the Sales Team..................................................................................................................................................... 56
Report Summary ................................................................................................................................................................... 59
Suggested Actions for 2026................................................................................................................................................... 60
Marketing Activities | 2025 | P a g e | 2
Email Marketing Email marketing performance in 2025 showed strong visibility and engagement across all destinations, with Europe and the Middle East emerging as the highest-performing regions. Turkey, UAE, and select European destinations generated the strongest click-through rates, while other regions present clear optimization opportunities to improve conversion. 92 Product Emails sent.
Insights by Regions & Destinations
No. of Emails
Avg Open
% of Open
Avg Click
% of Click
Destination
MULTI-DESTINATION
22 14 11 10
2,211 2,192 2,296 2,103 2,213 2,082 1,938 1,903 2,145 2,331 2,222 2,531 1,739 2,278
38% 40% 40% 39% 37% 37% 37% 45% 39% 41% 39% 40% 40% 45%
87
1.5% 2.6% 1.9% 2.0% 1.2% 1.1% 1.4% 4.5% 2.9% 2.7% 1.4% 2.3% 1.2% 0.9%
EUROPE
139 103 103
ITALY
EGYPT
AFRICA & WEST ASIA
9 7 5 5 2 2 2 1 1 1
70 56 71 86
LATIN AMERICA
GREECE TURKEY
UAE
165 138
CROATIA
PERU
77
FRANCE
146
COSTA RICA
51 43
SOUTH AFRICA
Multi-Destination
• Largest volume (22 emails) • Solid 38% open rate • Moderate 1.5% CTR • Indicates broad interest but diluted intent compared to single-destination campaigns
Europe (Including Italy, Greece, France, Croatia)
• Consistently strong across all metrics • Italy and France showed high opens with stable CTR • Croatia outperformed expectations with high engagement efficiency • Europe remains a core high-performing region
Middle East (Turkey, UAE, Egypt)
• Best-performing region overall • Turkey clearly stands out as the top engagement destination • UAE showed strong transactional intent • Egypt maintained a stable and reliable engagement
Marketing Activities | 2025 | P a g e | 3
Africa & West Asia
• Good visibility but weaker click behavior
Latin America (Peru, Costa Rica)
• Lower engagement compared to Europe and the Middle East • Indicates niche interest and possibly a smaller qualified audience
South Africa
• Strong curiosity (high opens) • Lowest click engagement • Opportunity to refine messaging and offers
% of Open
46%
45%
45%
44%
42%
41%
40% 40%
40% 40%
Average
40%
39%
39%
39%
38%
38%
37% 37% 37%
36%
34%
32%
30%
Email performance showed great improvement this year, with the open rate increasing from 28% in 2024 to 40% in 2025. This 12-percent-point gain represents a significant uplift in audience engagement, indicating that recent changes, such as more compelling subject lines, improved targeting, or more relevant content, are resonating well with recipients. Overall, the higher open rate in 2025 reflects a healthier email marketing strategy and a more engaged subscriber base compared to the previous year.
Marketing Activities | 2025 | P a g e | 4
% of Click
5.0%
4.5%
4.5%
4.0%
3.5%
2.9%
3.0%
2.7%
2.6%
2.5%
2.3%
Average
1.9% 2.0%
2.0%
1.5%
1.4%
1.4%
1.5%
1.2%
1.2%
1.1%
1.0%
While the email open rates increased significantly from 28% in 2024 to 40% in 2025, the click-through rate declined from 3% to 2% during the same period. This indicates that improvements in subject lines, audience targeting, and send strategy were effective in encouraging more recipients to open emails, but fewer were motivated to engage further with the content. The decline in click-through rate may be linked to promoting similar travel packages repeatedly, which can reduce perceived freshness and excitement, as well as price increases that may have made offers less compelling. Additionally, product- related factors such as limited new itineraries or fewer promotional incentives may have contributed to lower click engagement. Overall, the results reflect strong top-of-funnel engagement, while highlighting opportunities to strengthen product value messaging and calls to action to better convert opens into clicks.
Key Observations
• Overall email performance in 2025 was strong and consistent, with open rates ranging between 37% - 45%, which is well above industry averages for B2B travel marketing. • Engagement levels varied by destination, indicating clear differences in client interest and intent depending on region and product type. • Click-through performance shows that some destinations drive curiosity (opens) while others drive stronger action (clicks).
Marketing Activities | 2025 | P a g e | 5
Next Steps/Action Items
The strong increase in open rates confirms improvements in targeting and subject line strategy. The next phase of optimization should focus on content freshness, value-driven messaging, and stronger calls to action to convert high interest into higher click engagement. • Refresh Email Content Reduce repetition of similar travel packages and introduce new content as experiences, seasonal themes, and destination highlights -> Increase perceived freshness and interest • Improve Calls to Action (CTAs) Replace generic CTAs with specific, action-driven ones to ensure at least one clear CTA appears early in the email -> Convert opens into clicks • Add Incentives & Urgency for offers and Promos Use limited-time offers, availability cues, or exclusive benefits -> Encourage immediate action • Simplify Email Structure Shorten copy and focus on one main message per email with more visuals -> Make engagement easier and faster The next phase of optimization should focus on converting this interest into action by refreshing email content, strengthening value-driven messaging, and simplifying calls to action. Reducing repetition of similar travel packages, clearly communicating what is new or unique in each offer, and aligning messaging more closely with audience intent will help improve click-through performance while maintaining the high visibility achieved this year. From a destination and regional perspective, future email efforts should prioritize high-performing markets such as Turkey , the UAE , and Europe , particularly Italy , Croatia , and France , which consistently generate stronger engagement and higher click-through rates. These destinations show clear commercial intent and should receive increased focus through more frequent and differentiated campaigns. At the same time, destinations such as Egypt and Multi - Destination campaigns should be maintained with refreshed itineraries and stronger value messaging, while regions including Africa & West Asia , Latin America (notably Peru and Costa Rica), and South Africa may benefit from reduced frequency and more inspirational or niche-focused messaging until stronger product differentiation or promotional incentives are available.
Marketing Activities | 2025 | P a g e | 6
Website Activity
Total Numbers/Statistics
Type
2025
January – June
July – December *
Active Users New Users
68K 67K 85K
32K 32K 41K
36K 35K 43K
Sessions
Data shows a clear improvement in website performance during July - December 2025 compared to January -June 2025, indicating stronger visibility, reach, and engagement in the second half of the year.
• Active Users increased from 32K to 36K +12.5% growth, showing more users actively engaging with the website in H2. • New Users increased from 32K to 35K +9.4% growth, confirming improved acquisition and expanded audience reach. • Sessions increased from 41K to 43K +4.9% growth, reflecting higher overall interaction and repeat visits.
Summary:
The data clearly demonstrates that July–December 2025 outperformed January–June 2025 across all major traffic indicators, confirming continuous improvement and positive momentum in the second half of the year.
• The website attracted more users in the second half of the year • Marketing and content efforts were more effective in driving new visitors
• Returning users and engagement levels continued to grow • Overall digital performance trended upward in H2 2025
Active Users : The number of unique users who interacted with the website during a given period, including both new and returning visitors who were engaged (through page views, events, or sessions). New Users : The number of first-time visitors to the website during the selected period. This metric reflects the effectiveness of marketing efforts in attracting new audiences. Sessions : The total number of visits to the website. One user can generate multiple sessions by returning to the site numerous times. *With an average for October due to some issues/downtime from Google related to their changes.
Marketing Activities | 2025 | P a g e | 7
Traffic Acquisition : How visitors arrive at the website, and it provides insights into the sources and channels that drive traffic.
Traffic Acquisition
24,601
25000
18,507
20000
15000
9,135
10000
7,793
7,149
5000
6,469
848
1,323
996
518
619
1,872
0
1,378
922 Display
Direct
Organic Search Unassigned
Referral
Organic Social
Jan-Jun
Jul-Dec
2% Organic Social 1,615
3% Others 2,870
2% Display 1,440
3% Referral 2,701
2025
3% Unassigned 2,720
17% Organic Search 14,262
40% Direct 33,736
Direct Email Organic Search Unassigned Referral Display Organic Social Others
30% Email 25,656
Marketing Activities | 2025 | P a g e | 8
800
700
703
577
600
469
465
500
504
400
302
300
313
183
200
134
206
38
156
100
133
36
121
93
0
91
0
Jan-Jun
Jul-Dec
25000
23112
20000
15000
10000
7939
5000
3717
3134
3601
2916
0
(direct) / (none)
Inhouse / Email
google / organic
Jan-Jun
Jul-Dec
Marketing Activities | 2025 | P a g e | 9
Signature / Website 349 1%
Inhouse / Facebook 129 0%
TRO / Email 4492 8% bing / organic 1081 2%
NationalEclipse / Banner 133 0% facebook.com / referral 255 1% pinterest.com / referral 395 1%
TRO / Banner 1172 2%
google / organic 6735 13%
Northstar / Email 671 1% yahoo / organic 339 1%
Source
Inhouse / Email 6633 12%
(direct) / (none) 31051 58%
(direct) / (none) TRO / Banner yahoo / organic
Inhouse / Email bing / organic
google / organic
TRO / Email
Signature / Website facebook.com / referral
Northstar / Email
NationalEclipse / Banner
pinterest.com / referral
Traffic Acquisition Channels – Definitions & Differences
Direct : Traffic from users who arrive at the website without a detectable source.
• User types of the website URL directly into the browser • Bookmarked links • Links from PDFs, Word documents, or some mobile apps • Missing or broken tracking parameters
Direct traffic usually reflects brand awareness, returning users, or offline marketing impact.
Organic Search : Traffic from users who arrive via unpaid search engine results (e.g., Google, Bing).
Google search results
•
Bing, Yahoo, or other search engines
•
SEO-driven visits
•
Organic Search reflects the effectiveness of SEO and content strategy and long-term discoverability.
Referral : Traffic coming from links on other websites (excluding search engines and social platforms).
Travel blogs or partner websites
•
Online directories
•
Press articles
•
Backlinks from industry websites
•
Referral traffic indicates external website visibility, partnerships, and backlink strength.
Unassigned : Traffic that Google Analytics cannot categorize into a defined channel.
Landing Page The first page a user visits during a session is the entry point or starting page. (Top 15)
Marketing Activities | 2025 | P a g e | 10
Landing Pages
6000
5,421
5000
4000
3,009
3000
1,724
2000
1,437 1,304
1,116 979
886 863 797 782 746
1000
461
434 382
0
Pages and Screens: Tracks all pages or screens viewed during a session, not limited to the first page. (Top 15)
Pages & Screens
8000
6,879
7000
6,263
6000
5000
4000
2,896
3000
2,451
2,201
1,906 1,813 1,756 1,728
2000
1,186 1,023
955 888 884 878
1000
0
Marketing Activities | 2025 | P a g e | 11
Regions & Destinations
9% Africa & West Asia 422
Regions
52% Europe 2,451
39% Latin America 1,813
2% Argentina 329
1% Peru 230
1% South Africa 191
2% Croatia 355
3% Colombia 403
1% Portugal 180
3% United Arab Emirates 449
4% France 613
4% Greece 708
43% Turkey 6,879
5% Spain 872
11% Italy 1,756
Destinations
18% Egypt 2,896
Marketing Activities | 2025 | P a g e | 12
Packages
0
1000 2000 3000 4000 5000 6000 7000
A TASTE OF PARIS LONDON CLASSIC TURKIYE TASTE OF EGYPT EGYPT SOLAR ECLIPSE 2027
6,263
1,906
1,728
1,186
HIGHLIGHTS MADRID PORTUGAL DISCOVER PARIS AND NORMANDY HIGHLIGHTS OF COSTA RICA ENCHANTING SPAIN AND MOROCCO ROME ATHENS THE AEGEAN ISLES MAGNIFICENT ITALY THE AMALFI COAST BREEZES OF THE NILE HIGHLIGHTS OF ISTANBUL SPLENDORS OF SPAIN EGYPT PANORAMA EGYPT AND DUBAI THE JEWELS OF CROATIAS DALMATIAN COAST PYRAMIDS PHARAOHS PARADISE BEST OF ITALY ISLAND HOPPING TIMELESS GREECE
955
884
734
539 528
497 479 465 457
410 409
366 356
323 308 301 293 293
CHARMING PORTUGAL TREASURES OF GREECE VENICE FLORENCE AND ROME WHEN IN SEVILLE EXPLORE THE EMIRATES ISLAND HOPPING GEMS OF GREECE ITALYS NORTHERN HIGHLIGHTS
283 276 253 247 238 230 223 221 219
WONDERS OF BRAZIL WHEN IN DUBROVNIK OLIVES SOUND OF WAVES THE SOUL OF PUGLIA BEST OF ECUADOR AND THE GALAPAGOS
WONDERS OF BRAZIL ARGENTINA ISLAND HOPPING IBIZA MALLORCA WONDERS OF PERU BOLIVIA STOPOVER IN ISTANBUL EGYPT SAND SEA THE BEST OF SPAIN AMAZING PORTUGAL COOKING PROGRAM MALTA A FOOD AND WINE PARADISE TURIN THE ELEGANT FIRST CAPITAL CITY OF ITALY ITALYS SUNBELT ROME THE AMALFI COAST
209 209 206 201 200 195 187 187 186
Marketing Activities | 2025 | P a g e | 13
Campaigns
0
1,000 2,000 3,000 4,000 5,000 6,000
Introducing-Turkiye
4,818
Why-Visit-One-When-You-Can-See-Them-All-Multi-Destination-…
3,551
Egypts-Guaranteed-Departures
1,307
Unveiling-the-Wonders-of-Latin-America-Explore-Peru,-Ecuador,-…
1,024
Where-Will-Your-Next-European-Adventure-Take-You
1,008
Europes-Most-Enchanting-Destinations
902
Introducing-Turkiye-New-Travel-Packages-to-an-Ancient-Land
856
Europes-Hidden-Treasures-Dive-into-Culture-Cuisine-and-Coastlines
783
Explore-Multiple-Destinations-in-One-Trip
508
Explore-the-Wonders-of-Latin-America
459
Egypt-Brochure-Launch-Special-Offers-and-Solar-Eclipse-2027-…
407
Egypt-Nile-Cruise
332
Two-Countries-Endless-Memories-Explore-Spain-and-Portugal
310
Escape-the-Chill-and-Follow-the-Sun-to-Warm-Winter-Adventures
308
Discover-La-Dolce-Vita-Guaranteed-Departures-Across-Italy
284
New-Egypt-Brochure-with-a-Special-Offer-and-our-Solar-Eclipse-…
281
Latin-America
264
Experience-the-Best-of-Europe-Unbeatable-Destinations-for-Your-…
253
Explore-the-Valley-of-the-Kings-and-Queens-Where-Legends-Rest
229
Golden-Sands-Glittering-Skylines-Discover-the-UAE-Now
214
Expertly-Planned-Itineraries-for-Your-Next-Group-Trip
209
Discover-the-Magic-of-Southern-Africa-with-our-NEW-Brochure
201
Journey-Through-Latin-America-Rainforests-Ruins-and-Vibrant-Cities
198
Timeless-Turkiye-From-Istanbul-to-the-Land-of-Legends
174
Chateaux-Cuisine-and-Culture-Journey-Through-France
163
Labor-Less-Travel-More-Where-Will-You-Go
152
Planning-a-Perfect-Journey-Through-Europe-with-Central-Holidays
151
Explore-Pyramids-and-Pharaohs-with-Our-Spectacular-Egypt-…
138
Machu-Picchu-to-the-Amazon-Your-Latin-American-Dream-Starts-…
116
Where-East-Meets-West-Your-Turkish-Adventure-Awaits
116
Marketing Activities | 2025 | P a g e | 14
Sessions by Suppliers
1,400
1,172
1,200
1,000
800
713
600
400
133
200
56
51
45
36
26
20
0
Consortia – Travel Leaders
700
613
600
500
400
300
200
100
45
29
20
1
0
Travel-Leaders / Email
Travel-Leaders / Print
Travel-Leaders / Banner Travel-Leaders / Weekly- Emails
Travel-Leaders / Navigator
There are no other Consortia results that can be considered/mentioned for 2025.
Marketing Activities | 2025 | P a g e | 15
Users by States & Cities
Top 25 States
7000
6,042
5,717
6000
5000
4,120
4000
3,670
3000
2,398
1,729
2000
1,488
1,275
1,108
815 766 746
1000
660 568
534 522 507 459
359 357 344 307 303 281 271
0
Lowest 25 States
250
237 234
210
205
200
177
150
131
124
102 101 100
91 90
100
80
73 70 69
58
53 51 49
45
40 37
50
31
25
11
0
Marketing Activities | 2025 | P a g e | 16
Top 20 Cities
4,500
3,965
3,889
4,000
3,449
3,500
3,248
3,000
2,500
2,000
1,521
1,500
1,270
977
1,000
513 507
415
500
299 290 285
260
252 246 231 223 203 189
0
Other Statistics
Users By Age
Marketing Activities | 2025 | P a g e | 17
Users by Gender
Users by Browsers
77%
Users by Device Category
Marketing Activities | 2025 | P a g e | 18
Key Observations
Overall, the Website Activity report shows a healthy upward trajectory in traffic and engagement, particularly in the second half of 2025. The next phase should focus on scaling what already works notably in Turkey, Europe, and Egypt, while strengthening organic discovery, landing page conversion, and content freshness. By balancing short-term performance channels (Email, Direct) with long-term growth drivers (SEO, partnerships), the website can convert its strong visibility into more sustainable demand and measurable business outcomes. • Strong H2 Growth Confirms Marketing Momentum Website performance clearly improved in July–December 2025 versus January–June 2025, with Active Users (+12.5%), New Users (+9.4%), and Sessions (+4.9%) all increasing. This indicates that visibility, reach, and acquisition efforts became more effective in the second half of the year, despite some data averaging issues in October due to Google-related downtime. • Traffic Is Heavily Driven by Direct and Email Channels Across 2025, Direct traffic (40%) and Email (30%) dominate acquisition, while Organic Search contributes only 17%. This suggests strong brand recognition and email marketing performance but also highlights a dependency on owned channels rather than discoverability via search engines. • Organic & Referral Channels Are Underutilized Referral, Organic Social, and Display traffic together represent a relatively small share. Given the breadth of destinations and packages offered, this indicates missed opportunities in SEO content, partnership traffic, and social amplification. • Europe and Turkey Are Clear Demand Leaders From the Regions & Destinations data, Europe accounts for 52% of traffic, followed by Latin America (39%), with Turkey standing out as the single top destination (43%), followed by Egypt and Italy. This confirms where user interest and intent are currently strongest and most scalable. • Packages and Campaigns Show Concentrated Interest A small group of packages (e.g., Classic Türkiye, Taste of Egypt, Taste of Paris London) and campaigns (Introducing Türkiye, Europe-focused campaigns) account for a large share of engagement. This suggests users respond well to clear, destination-led storytelling, but also signals potential over-reliance on a limited set of themes. • Audience Profile Is Clear and Actionable The audience skews female (67%), primarily ages 25–64, and overwhelmingly desktop users (87.7%), with Chrome as the dominant browser. This indicates a research-driven, planning- oriented audience, likely B2B or high-consideration travelers, rather than impulse mobile users. That segmentation will help if we run Paid Ads, Google PPC, or Social media.
Marketing Activities | 2025 | P a g e | 19
Steps/Action Items
• Double Down on High-Performing Regions and Destinations Increase focus on Turkey, Europe (Italy, France, Croatia), and Egypt, as these destinations consistently drive the highest traffic and engagement. Prioritize them for new itineraries, refreshed landing pages, and integrated email + website campaigns to maximize ROI. • Expanding SEO to Reduce Channel Dependency Invest in destination-based SEO content (guides, itineraries, seasonal pages) to grow Organic Search beyond 17%. This will reduce reliance on Direct and Email traffic and capture new demand earlier in the planning cycle. • Refresh Package and Campaign Content Introduce new angles for top packages (themes, experiences, seasonal hooks) to avoid content fatigue. For lower-performing destinations, shift from hard promotion to inspirational and educational content to build interest before conversion. • Optimize Landing Pages for Conversion Given the high desktop usage, enhance landing pages with clearer value propositions, stronger CTAs, and better internal linking from campaigns and emails. Focus on turning growing traffic into inquiries and bookings. • Leverage Email Traffic More Strategically On-Site Since Email is a major traffic driver, ensuring email campaigns link to dedicated, campaign- specific landing pages, not generic package pages, to improve engagement depth and conversion. • Build Supporting Channels Gradually Strengthen Referral and Organic Social through partnerships, consortia visibility, and selective paid amplification for top destinations, using proven packages as entry points.
Marketing Activities | 2025 | P a g e | 20
Phone Calls - By CallRail
All statistics/Analytics from the reporting Log
Calls By Source
Jan-Jun Jul-Dec
600
500
400
300
200
100
0
Source
Jan-Jun 2025
Jul-Dec 2025
Google Organic Search
557 230 352
563 381 266
MAST
Direct 800# Emails - TRO
35 53 13
32 33 14
Emails - In-house Emails - eTravel
Northstar
7
7
Travel Leaders Travel Savers
54 21
37
4 7 6 6 6 2 1 7 3 2 1 9
Emails - Mailpound
8 2 2 2 3 1 0 0 0 0 0
WSB
Social Media
Google Retargeting
Travel Relations
PR Web WESTA Ensemble
Nexion
National Eclipse
KHM
Total 2,727 Calls
1,340
1,387
Marketing Activities | 2025 | P a g e | 21
Calls By Location
Top 10 States
400
368
337
350
304
300
250
200
163
153
145
150
124
86
100
71
66
50
0
NY
CA
NJ
FL
IL
PA
TX
GA
CT
OH
Top 20 Cities
70
62
60
50
41
37
40
34
29 29 28
27 26
30
25 25 25 25
21 21 21 21 20 20
19
20
10
0
Marketing Activities | 2025 | P a g e | 22
First Time caller vs Repeating calls
1361 50%
1366 50%
First-Time Caller
Repeating Call
Key Observations
The Phone Calls Tracking report confirms that phone remains a vital conversion channel, particularly driven by organic search. The balanced mix of new and repeat callers reflects strong lead quality and user intent. • Phone Call Volume Is Stable and Slightly Stronger in H2 Total calls for 2025 reached 2,727, with a slight increase in July–December (1,387) compared to January–June (1,340). This indicates steady demand and confirms that phone remains a critical conversion channel, particularly for high-consideration travel inquiries • Google Organic Search Is the Top Call Driver Google Organic Search is the leading source of phone calls, generating 557 calls in H1 and 563 in H2, demonstrating the strong connection between SEO visibility and high-intent phone inquiries. This validates ongoing SEO investments and highlights organic search as a key revenue-driving channel • Direct 800# Calls Declined in H2 Calls from the Direct 800 number decreased from 352 in H1 to 266 in H2, which may indicate a shift in user behavior toward digital discovery (SEO, partners) rather than direct dialing, or reduced visibility of the phone number in certain channels • Email Channels Drive Limited Call Volume Across all email sources (TRO, In-house, eTravel, Mailpound), call volumes remain relatively low and slightly declined in H2. This suggests that email campaigns are functioning more as research
and awareness tools rather than direct call drivers • Geographic Concentration in Key States and Cities
Calls are heavily concentrated in New York, California, New Jersey, Florida, and Illinois, with the top 10 states accounting for the majority of call volume. This aligns with known travel demand hubs and indicates where sales coverage and localized messaging could be optimized
Marketing Activities | 2025 | P a g e | 23
• Balanced Mix of First-Time and Repeat Callers The split between first-time callers (50%) and repeat callers (50%) indicates healthy funnel behavior. Users are returning to continue conversations, compare options, or finalize decisions— typical for complex, high-value travel bookings
Next Steps/Action Items
Moving forward, the priority should be to strengthen SEO-driven call paths, capitalize on high- performing partners, and better align digital campaigns with call-based conversion goals to maximize revenue impact. • Strengthen SEO-to-Call Conversion Paths Since Google Organic Search is the top call source, ensure high-ranking pages prominently feature click-to-call CTAs, especially on destination and package pages. Consider call-focused landing pages for high-intent keywords. • Capitalize on MAST Growth Investigate what drove the H2 increase in MAST calls and replicate best-performing placements or campaigns. Allocate additional budget or exposure if ROI continues to trend positively. • Reassess Direct 800# Visibility Review where and how the 800 number is displayed across the website, emails, and offline materials. Test improved placement or messaging to recover lost direct-call volume if this channel is strategically important. • Align Email Campaigns with Call Objectives For selected campaigns, explicitly encourage phone inquiries (e.g., “Call to customize your itinerary”). Use call tracking numbers within emails to better attribute and optimize call-driven campaigns. • Optimize Sales Coverage by Geography Given strong call volumes from NY, CA, NJ, FL, and IL, ensure adequate sales staffing during peak calling hours for these regions and consider localized messaging or promotions.
Marketing Activities | 2025 | P a g e | 24
SEO (Search Engine Optimization) All data/reports are from Jan – December 2025
Overall Results
The website is highly optimized for search engines, with the majority of pages properly indexed and consistently crawled by search engine bots. Search results for the company name appear well- structured, prominently showcasing key pages, targeted sections, and important links. In addition, all Call-to-Action (CTA) elements, such as Website, Directions, Share, and Call, are clearly visible and fully functional, providing a smooth and intuitive user experience while encouraging engagement. Together, these factors demonstrate a strong foundation for search visibility, user accessibility, and conversion readiness, effectively supporting both organic traffic growth and lead generation objectives.
Important changes for 2025/2026
As we move through late 2025 and into 2026, SEO is evolving beyond a traditional focus on ranking for organic keywords alone. Search engine results pages are now far more dynamic and feature-rich, meaning visibility increasingly depends on occupying multiple SERP elements rather than just standard blue links. In addition to organic listings, brands must optimize Sitelinks, Video results, People Also Ask, Related Searches, Things to Know, and Discussions and Forums, all of which shape how users discover and consume information. Most notably, the rise of AI Overviews is changing search behavior by summarizing answers directly on the results page, making authority, structured content, and semantic relevance more important than ever. To remain competitive, SEO strategies must now take a holistic approach, combining high-quality content, technical optimization, structured data, multimedia, and community-driven visibility to ensure a consistent presence across the full search landscape, not just traditional organic rankings.
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Keywords Positions
KWs Positions/Month
2024
2025
Top 3
17
14
Keywords Position 4-10
88
137
Keywords Position 11-20
311
158
Keywords Position 21-50
997
425
Keywords Position 51-100
1,152
524
Total
2,565
1,258
Keywords Position changes Trend
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Egypt Position & Ranking
Starting in June–July 2025, we intensified our focus on Egypt destination keywords and implemented ongoing website optimization. By consistently following search engine submissions and applying weekly updates, we successfully achieved significant improvements by December, with over 45 keywords and long-tail variations ranking on the first page of search results.
dubai egypt
1 2 3 4 6 6
vacation egypt
29 30 36 39 43 47 48 49 50 52 54 56 57 63 74 75 79 79 82 82 87 96
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10 11 11 12 12 12 12 14 18 19 21 21 22 23 25 25 26
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Another Great result is the Ranking in position for the Egypt Solar Eclipse
eclipse in egypt
9
egypt eclipse 2027
14 24
egypt eclipse
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Keywords and Long-tail Keywords positions
The website currently has 1,300 indexed keywords and long-tail keywords in various positions, showcasing its extensive reach in search engine results. Among these, several keywords have achieved positions within the top 10 , highlighting strong visibility and performance.
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france travel packages vacation south africa
8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 9 9 9 9 9 9 9 9 9 9 9 9 9 9 9 9 9 9 9 9
south african vacation packages
9 9 9 9 9 9
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10 10 10 10 10 10 10 10 10 10 10 10 10 10 10 10 10 10 10 10 10 10 10
south africa vacation packages
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amalfi italy holidays
package holidays to lima peru barcelona mallorca ibiza itinerary
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france trip deals
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AI & SEO
As search engines increasingly integrate AI-driven search experiences, it has become critical for SEO strategies to be closely aligned with how AI systems discover, interpret, and surface content. Modern AI search prioritizes context, intent, and structured data over simple keyword matching, meaning websites must be optimized to clearly communicate meaning and expertise to both users and machines. This includes using well-structured content, schema markup, clear entity relationships, concise answers to common questions, and rich media such as videos and FAQs that AI systems can easily extract and summarize. Additionally, content must be optimized to perform across multiple AI-powered platforms, such as search engine AI overviews, conversational assistants, and recommendation systems by emphasizing accuracy, freshness, and trustworthiness. Websites that proactively adapt to these AI-first search behaviors are more likely to gain increased visibility, stronger brand authority, and better overall performance in an increasingly AI-led search environment. We began optimizing the website for AI-driven search two months ago and are already starting to see positive results. However, there is still a significant amount of work ahead, as the site contains many pages that require optimization, and additional related content and structured sections need to be developed to fully support AI search performance.
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Images & SEO
Images are an important SEO asset, as they enhance user experience and help pages rank for relevant keywords. Properly optimized images and structured data improve search engine understanding and can drive additional traffic through image search and visual results. We have also been actively working on image optimization, and as a result, many of our images are now appearing in Google Image Search, contributing to increased visibility and organic reach.
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