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
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