Estival Hotels & Resorts, a hotel group with properties across some of Spain's leading tourist destinations, partnered with Paraty Tech to build a digital marketing ecosystem capable of driving sustained direct bookings, diversifying acquisition channels, and maximizing return on investment.
While the partnership encompasses a broad range of technology solutions designed to strengthen the direct booking channel, this success story focuses specifically on the evolution of Estival's digital marketing strategy. In just five months, this approach delivered a 74% increase in conversion value, an 85% increase in conversions, and laid the foundations for a more efficient and balanced acquisition model.
Optimization of the group's primary acquisition channel to increase qualified traffic, generate more bookings, and maintain a highly efficient return on advertising spend.
2. Metasearch (Google Hotel Ads)
A metasearch strategy designed to engage travelers at the highest purchase intent stage and drive them directly to the official website.
3. Social Ads (Meta)
Introduction of a brand-new acquisition channel to diversify demand generation beyond Google and broaden the overall digital strategy.
4. Paraty Digital Suite
Comprehensive management of the entire digital marketing ecosystem under one unified, data-driven strategy focused on maximizing profitability.
The strategy focused on scaling the best-performing channels, introducing new acquisition opportunities, and coordinating the entire digital ecosystem under one unified strategy, using data to continuously optimize campaign performance.
Google Ads, Metasearch, and Social Ads were designed to work together, enabling higher conversion volumes without compromising profitability.
Google Ads remained the group's strongest acquisition channel, generating 125% more impressions, 79% more clicks, 65% more conversions, and a 51% increase in conversion value, while maintaining a ROAS almost identical to the previous year.
Metasearch, led by Google Hotel Ads, became the fastest-growing channel within the ecosystem. Conversion value increased by 132%, bookings grew by 86%, and ROAS improved by 23%, consolidating metasearch as one of the key drivers of direct bookings.
The launch of Social Ads represented another major milestone. Despite being introduced for the first time in 2026, the channel already accounts for 8.7% of total conversion value, generating 9.4% of all purchases while representing only 4.6% of total advertising investment, demonstrating significant growth potential.
As a result of this combined strategy, digital marketing's contribution to direct bookings increased from 18.5% to 27.1%, gaining 8.5 percentage points year over year. Google Ads increased its share from 16.8% to 21.4%, Metasearch from 1.7% to 3.3%, while Social Ads entered the mix contributing 2.3% of total direct bookings.
Further strengthening Google Ads and Metasearch while introducing new acquisition opportunities.
2. One unified marketing ecosystem
Every channel managed under a single strategy with aligned objectives and consistent execution.
3. Data-driven decision making
Continuous optimization of campaigns, budgets, and audiences to maximize marketing performance.
4. Profitable growth
Significantly increasing conversion volume while maintaining advertising efficiency and return on investment.
While the partnership encompasses a broad range of technology solutions designed to strengthen the direct booking channel, this success story focuses specifically on the evolution of Estival's digital marketing strategy. In just five months, this approach delivered a 74% increase in conversion value, an 85% increase in conversions, and laid the foundations for a more efficient and balanced acquisition model.
Solutions implemented:
1. Google AdsOptimization of the group's primary acquisition channel to increase qualified traffic, generate more bookings, and maintain a highly efficient return on advertising spend.
2. Metasearch (Google Hotel Ads)
A metasearch strategy designed to engage travelers at the highest purchase intent stage and drive them directly to the official website.
3. Social Ads (Meta)
Introduction of a brand-new acquisition channel to diversify demand generation beyond Google and broaden the overall digital strategy.
4. Paraty Digital Suite
Comprehensive management of the entire digital marketing ecosystem under one unified, data-driven strategy focused on maximizing profitability.
Challenges & Objectives
The main challenge for Estival Hotels & Resorts was to build a stronger and more balanced acquisition model capable of increasing direct bookings without relying on a single channel while maintaining investment efficiency.The strategy focused on scaling the best-performing channels, introducing new acquisition opportunities, and coordinating the entire digital ecosystem under one unified strategy, using data to continuously optimize campaign performance.
Google Ads, Metasearch, and Social Ads were designed to work together, enabling higher conversion volumes without compromising profitability.
Results
Between January and May 2026, Estival's digital marketing strategy delivered a 74% increase in total conversion value and an 85% increase in conversions compared to the same period the previous year. This growth was accompanied by an 81% increase in managed advertising investment and the addition of one new acquisition channel.Google Ads remained the group's strongest acquisition channel, generating 125% more impressions, 79% more clicks, 65% more conversions, and a 51% increase in conversion value, while maintaining a ROAS almost identical to the previous year.
Metasearch, led by Google Hotel Ads, became the fastest-growing channel within the ecosystem. Conversion value increased by 132%, bookings grew by 86%, and ROAS improved by 23%, consolidating metasearch as one of the key drivers of direct bookings.
The launch of Social Ads represented another major milestone. Despite being introduced for the first time in 2026, the channel already accounts for 8.7% of total conversion value, generating 9.4% of all purchases while representing only 4.6% of total advertising investment, demonstrating significant growth potential.
As a result of this combined strategy, digital marketing's contribution to direct bookings increased from 18.5% to 27.1%, gaining 8.5 percentage points year over year. Google Ads increased its share from 16.8% to 21.4%, Metasearch from 1.7% to 3.3%, while Social Ads entered the mix contributing 2.3% of total direct bookings.
Keys to success:
1. Scaling high-performing channelsFurther strengthening Google Ads and Metasearch while introducing new acquisition opportunities.
2. One unified marketing ecosystem
Every channel managed under a single strategy with aligned objectives and consistent execution.
3. Data-driven decision making
Continuous optimization of campaigns, budgets, and audiences to maximize marketing performance.
4. Profitable growth
Significantly increasing conversion volume while maintaining advertising efficiency and return on investment.
Sales & Marketing Director Juan Carlos Capilla
We've built a stronger digital marketing strategy with a direct impact on our results