How we helped three unique hotels in Suriname grow digitally, each in its own way

Client	Torarica Group Hotels
Industry	Hospitality — Hotels & Resorts (Suriname)
Services	Digital strategy · Website development · Google Ads · Meta Ads · YouTube Advertising · Display Advertising · CRO · AI Search & GEO
Duration	Multiple years
Goal	More direct bookings · Strong international visibility · Future-proof digital presence

 

The challenge

Three hotels. Three target audiences. One strategy that works for all.

The Torarica Group consists of three entirely different hotels:

• Royal Torarica — the premium business hotel in the heart of Paramaribo
• Torarica Resort — the tropical resort for relaxation and leisure
• Eco Torarica — the unique eco-experience for nature and adventure seekers

 

Each hotel has its own target audience, its own appeal, and its own commercial opportunities — per market, per season, and per search intent. This makes the project fundamentally different from a standard hospitality campaign.

On top of that, competition was only intensifying. International hotel chains were investing more heavily in online visibility. Platforms like Airbnb were changing booking behaviour. And the search landscape itself was shifting: from traditional Google searches to AI-driven answers via ChatGPT, Gemini, and Perplexity.

The question was therefore not just: how do we stay visible? But above all: how do we stay relevant, distinctive, and commercially strong — in a rapidly changing market?

Our strategy

Layered. Integrated. Built for the long term.

We chose a full-funnel strategy in which branding and performance reinforce each other — and where innovation is a structural part of the approach, not an afterthought. The strategy is built in three layers:

SEE — Awareness & Positioning: Building brand awareness and achieving international visibility through social media advertising, display advertising, and YouTube. Video plays an increasingly important role here: hospitality is experienced before it is booked, and strong video content supports that.

THINK & DO — Performance & Conversion: Generating direct bookings via Google Search Ads — branded, non-branded, and internationally targeted. Remarketing ensures that interested visitors stay in view throughout their entire decision-making process.

CARE — CRO & Optimisation: More traffic does not automatically mean more revenue. That is why we continuously analyse the full funnel: from website to booking engine to checkout. Using tools like Hotjar, we map click behaviour, scroll behaviour, and drop-off moments — and translate those insights into concrete improvements.

“The challenge at Torarica is that you have three completely different hotels, each with their own markets and target audiences. You cannot treat them all the same. The strength lies in understanding what makes each hotel unique — and consistently translating that into every campaign, every channel, and every message.”

What we did

From websites to AI Search — a complete digital ecosystem.

We started at the foundation: developing several new websites, focused on user experience, brand positioning, and direct bookings. A strong digital foundation is the prerequisite for everything that follows.

On top of that, we built a broad campaign landscape:

• Structural SEA campaigns per hotel and per market
• Branded and non-branded search campaigns
• Meta awareness campaigns
• International remarketing campaigns
• YouTube advertising for video awareness
• Display campaigns
• Seasonal campaigns and event-related campaigns
• Support for the launch of the Torarica mobile app
• Employer branding campaigns

 

Remarketing forms a crucial link within this. Travellers explore multiple times before they book. By re-engaging previous website visitors through social media and display — with relevant offers, hotel content, and video — we significantly increase the likelihood of a direct booking.

AI Search & GEO

One of the most forward-looking elements of the collaboration is the AI Search track. Travellers are increasingly using ChatGPT, Gemini, and Perplexity for hotel comparisons, travel planning, and recommendations. We actively help Torarica achieve strong visibility in those environments too:

• Monitoring of AI positions and sentiment per hotel
• Analysis of which prompts are relevant and which competitors are gaining ground
• Optimisation of content and platform information
• Identification of growth opportunities within AI-driven search environments

 

“AI Search is changing how travellers find hotels. It is no longer just Google. Those who invest now in visibility within AI tools are building a lead that will make a difference in two years.”

The results

Structural growth. Across multiple fronts simultaneously.

Over the past years, we have seen clear, demonstrable growth:

More direct bookings: Google Search consistently generates the strongest ROAS for direct bookings. By shifting the focus strongly towards SEA, the share of direct bookings grew significantly.

Stronger international visibility: The hotels are visible across multiple international markets, with targeted campaigns per country and per audience.

Greater brand awareness: Awareness campaigns via social media, YouTube, and display ensure consistent top-of-mind positioning within relevant target audiences.

Improved funnel performance: CRO optimisations have structurally improved the flow from website to booking. Less drop-off, more conversion.

Early positioning in AI Search: Torarica is actively visible within AI search environments, well ahead of competitors who have yet to invest structurally in this area.

“The combination of branding, performance, and CRO creates a digital ecosystem that works on multiple levels simultaneously. Awareness and conversion reinforce each other — and you can see that reflected in the results.”

Why it works

Long-term partnership. Mutual trust. Staying in step.

The collaboration with Torarica Group has now spanned multiple years. That is no coincidence. It is precisely this long-term relationship that makes truly strategic work possible: spotting trends early, allocating budgets smartly, and continuously improving campaigns on the basis of data.

Torarica invests in high-quality video content, has a clear brand vision for each hotel, and is open to new developments. This makes it possible to keep moving forward together — every month stronger than the last.

“What makes this project special is that no hotel asks for the same thing. Each hotel has a different target audience, different markets, and different commercial opportunities. That makes it dynamic, strategically challenging, and always evolving. Exactly the way we like to work.”

 

“Loyals Caribbean understands like no other that each hotel within the Torarica Group requires its own target audience, positioning, and commercial approach. Thanks to their strategic, data-driven, and innovative approach, we have strengthened our international visibility, grown direct bookings, and built a strong digital foundation for the future.”

We are equally proud of what we have built together over the past years and look forward to the continued growth of our collaboration.

Gianni Reyke – Business Development Manager