When Tranquillity Meets Visibility: Connecting The Surin Phuket with the Right Travellers at the Right Time
Where timeless design meets a private slice of paradise, The Surin Phuket offers an escape shaped by elegance and nature. Perched on the secluded shores of Pansea Beach, this design-led resort has been welcoming guests since 1982. Conceived by renowned architect Ed Tuttle, its 109 cottages, suites, and pool villas blend contemporary Thai style with the island’s lush hills and turquoise waters. With exclusive beachfront access, refined dining, and a serene spa, The Surin is a place of quiet sophistication.
The Challenge: Growing the Direct Channel and Preserving Elegance in Phuket’s Luxury Market
In Phuket’s vibrant luxury travel market, The Surin wished to strengthen its presence among international travellers seeking authentic, high-end experiences. It aimed to increase direct bookings, reduce reliance on third-party platforms, and remain visible during the low season.
Equally important was highlighting the resort’s distinctive experiences: weddings on Pansea Beach, luxury spa escapes, private beachfront dining, and professional meeting spaces. With most travellers now researching and comparing destinations online, the challenge lay in appearing at the right moments, offering value and inspiration while staying true to the resort’s understated character.
The Subtle Strategy: Following The Traveller’s Journey
Inspiration: Showcasing Unique Resort Experiences
Campaigns captured the resort’s most evocative experiences, designed to spark curiosity in travellers exploring Phuket for the first time or planning a return visit.
Consideration: Visibility on Google Metasearch
Integration with Google Metasearch ensured that The Surin appeared naturally in the research phase, with real-time pricing displayed alongside competitors, making comparison simple and transparent.
Decision: Seamless Booking Path
By seamlessly connecting D-EDGE’s platform with the resort’s external booking engine, the path from interest to booking became smoother and every campaign could be measured with accuracy.
Refinement: Real-Time Campaign Optimisation
Regular review meetings allowed adjustments to be made in real time whether to highlight a seasonal spa offer, promote a summer wedding package, or adjust targeting for emerging markets.
Sustained Presence: Always-On Visibility
An intuitive budget top-up tool ensured campaigns continued without pause, keeping the resort visible during critical booking windows.
Measured growth that speaks volumes
+73%
A clear uplift in direct bookings
+104%
Notable growth in campaign-driven revenue
2.9%
Cost-efficient acquisition, with overall distribution cost at 2.9% and ROI at 34X
66X
Performance Max launched in January 2025 delivers a 1.5% distribution cost and ROI of 66X.
At The Surin, our mission has always been to offer guests a sense of timeless serenity in a world of constant change. Partnering with D-EDGE has allowed us to share this unique spirit with travellers at exactly the right moments, while keeping our direct relationships strong. The results speak for themselves. We have been able to welcome more guests who truly value the privacy, authenticity and elegance that define our resort.
A Gentle But Lasting Shift
By aligning its marketing with the natural flow of the traveller’s journey, The Surin Phuket was able to strengthen its presence in a crowded market, reach more of the right guests, and encourage direct bookings, all while preserving its quiet elegance.
The collaboration with D-EDGE focused on timing, relevance, and guest intent rather than high-volume advertising. The result was a steady, sustainable increase in visibility and conversions, helping The Surin continue to welcome travellers seeking authenticity, beauty, and the rare luxury of a place that feels entirely their own.
Working with The Surin Phuket has been about finding the balance between visibility and identity. Our role was not only to connect the resort with high-intent travellers, but also to ensure its refined brand voice remained intact across every touchpoint. By aligning digital campaigns with the guest journey, we were able to deliver meaningful results with more direct bookings, stronger ROI, and above all, guests who discover a resort that feels as authentic online as it does in person.
Turn Visibility Into Direct Revenue
The Surin Phuket’s story demonstrates how thoughtful use of technology and digital marketing can help a resort strengthen its direct bookings while staying true to its character. At D-EDGE, our role is to support hotels and resorts in navigating an increasingly complex distribution landscape with clarity and care.
Our aim is to be a steady partner for independent hotels, luxury resorts, and regional groups alike, helping you grow your direct channel sustainably and connect with travellers who truly value what makes your property unique.
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