• 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
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