account engagement, and included national recognition in outlets like The Robb Report and PEOPLE Magazine.
Performance Metrics and Website Tech Updates Website traffic and campaign metrics continue to reflect effective marketing through our web and social presence, even with the market saturation and economic uncertainty over the last few months. Our data metrics show that our direct booking site 360Blue. com continues to perform as expected, with overall engagement up significantly( on average 3 minutes per page) compared to the same time last year for the quarter as a whole. Spikes in traffic coincide with drops in minimum length of stay changes. Our audience reach on social media has continued to grow steadily, with an increase of 237 %( 27,000 users) in traffic to the website and a 29 %( 84,000 users) increase in organic search traffic to the website compared to the same time last year.
The Look-Ahead + The Takeaway As always, our marketing team continues to focus on organic and paid growth for brand awareness, destination, and property listings on our direct booking website to ease our reliance on OTAs and to convert past guests into repeat guests and brand champions. Partnering with local events in our destinations to help build brand recognition( locally and with visiting guests) will continue to be a focus in 2026 and will be highlighted through our website, marketing efforts, and social platforms as we aim to inspire travel in each of our destinations. As local markets continue implementing or revising short-term rental ordinances, our local and central teams work to inform our revenue and marketing strategies to make necessary changes for your listings and help set and inform guest expectations.
As we move into the remainder of 2025 and plan for 2026, areas of focus for the marketing team are:
• more robust strategy around corporate retreats and event marketing to help capture group stays outside the norm of extended family travel,
• better audience segmentation and targeting on our direct booking websites,
• continued expansion of cross-promotional branding between our collection of Brands: Natural Retreats, 360 Blue, and Callista Vacations, and
• expansion of our National public relations efforts.
06 360 BLUE • FORGOTTEN COAST • 2025 Q2 REVIEW