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
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