How Estival Hotels & Resorts Increased Conversions by 85% with Paraty Tech’s Digital Marketing Strategy

MARKETING

In just five months, Estival Hotels & Resorts increased digital marketing conversions by 85% and conversion value by 74%. Discover how Paraty Tech helped the hotel group achieve these results through a coordinated strategy combining Google Ads, Metasearch, and Social Ads.

Why it matters: Growing direct bookings requires more than increasing advertising spend. Estival's results demonstrate how a diversified, data-driven acquisition strategy can increase booking volume, strengthen channel performance, and expand digital marketing's contribution to direct sales from 18.5% to 27.1%.

Through Paraty Digital Suite and Paraty Metas, Paraty Tech manages Estival Hotels & Resorts' digital acquisition campaigns across Google Ads, Google Hotel Ads, and Meta Ads. The strategy combines campaign optimization, investment management, and channel diversification to attract qualified traffic and generate more direct bookings through the hotel's official website.

Top 3 Core Objectives: Estival Hotels & Resorts aimed to increase direct bookings and conversion value by optimizing its existing digital acquisition channels, diversifying its marketing strategy, and building a more efficient, balanced, and scalable acquisition ecosystem.

Increase Direct Bookings: Optimize Google Ads and metasearch campaigns to attract more qualified traffic, increase conversions and booking value, and strengthen the performance of the hotel's direct sales channels.
Diversify Acquisition Channels: Expand the digital marketing strategy beyond Google Ads and metasearch by introducing Social Ads as a new acquisition channel, reaching additional audiences and reducing dependence on existing traffic sources.
Improve Marketing Efficiency: Manage all digital acquisition channels under a unified, data-driven strategy, scaling investment according to performance while maintaining profitability and increasing digital marketing's contribution to total direct bookings.

Innovators Mentioned

Estival Group

Paraty Tech

Juan Carlos Capilla

Sales & Marketing Director

Estival Group

"We built a stronger marketing strategy with a direct impact on our results."

Juan Carlos Capilla

Sales & Marketing Director

👍 Sales & Marketing Director Juan Carlos Capilla said that A more coordinated and diversified digital marketing strategy delivered measurable improvements in Estival Hotels & Resorts' performance.:

"We built a stronger marketing strategy with a direct impact on our results."

⚖️ The selection process: During their research process, Juan Carlos Capilla evaluated Paraty Tech's product differentiators, customer support, and holistic value as a strategic partner and ultimately decided that Paraty Tech was the best fit solution:

Sales & Marketing Director Juan Carlos Capilla said, about their decision: "Paraty Tech is a strategic partner that stands out for its commitment and close collaboration. Its team works with a clear focus on continuous improvement, providing up-to-date solutions that deliver real value and allow us to move forward with confidence."

📈 The results: Between January and May 2026, Estival Hotels & Resorts achieved an 85% increase in conversions and a 74% growth in conversion value compared to the same period in 2025. The coordinated digital marketing strategy also increased its contribution to total direct bookings, from 18.5% to 27.1%.

Overall growth: +85% in total conversions and +74% in conversion value across all managed digital marketing channels, compared to January–May 2025.
Channel performance: Google Ads generated 65% more conversions, while Google Hotel Ads increased conversion value by 132% and improved ROAS by 23%. The newly introduced Meta Ads channel contributed 8.7% of total managed conversion value.
Direct booking contribution: Digital marketing's share of total direct bookings increased by 8.5 percentage points, from 18.5% in 2025 to 27.1% in 2026, strengthening its role in Estival's direct distribution strategy.