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Hotel Regatta Cartagena: Organic Traffic Grew 3.5× and Every Ad Peso Returned $4.61
Twelve weeks with SEO, GEO and paid media running simultaneously. The hotel grew from 686 to 2,423 organic sessions, AI assistants emerged as a new channel, and bookings through its own booking engine returned 4.61 times the advertising investment.
+253%Organic traffic · Jun–Aug 2026 vs. previous quarter
The context
The business before the intervention.
Hotel Regatta did not have a demand problem—Cartagena generates demand on its own. The problem was where that demand ended: bookings were closing through third-party channels, the hotel’s own website received secondary traffic, and the commercial team had no clear path to capture event demand, the hotel’s highest-ticket segment. The previous quarter closed with 686 organic sessions, 35 sessions from AI assistants and 95 key events. Against that baseline, the client set an explicit goal: double organic visibility, scale paid media and turn interest into direct bookings and quote requests.
The hypothesis
A structure connected to the business outcome.
When demand already exists, the job is not to generate it. It is to make sure the booking happens in the hotel’s own channel, not through a third party. The four workstreams ran in parallel for twelve weeks, measuring conversions where they occurred while counting only confirmed booking-engine revenue as sales and treating AI engines as a distinct channel from day one.
GEO · optimization for AI engines
Structured content designed so ChatGPT, Copilot, Perplexity and Gemini can cite the hotel as a source when someone asks where to stay in Cartagena.
Conversion-focused paid media
A Google Ads campaign architecture built around bookings, calls and WhatsApp clicks—not impressions or cheap clicks.
WhatsApp as a closing channel
The WhatsApp button was instrumented as a measurable conversion and integrated into the hotel’s commercial workflow, where event quotes are negotiated.
Results
Metrics with platform and period.
Organic sessions grew from 686 to 2,423 (+253.2%), key events from 95 to 495 (+421.1%), and engagement time from 51 seconds to 1 minute 19 seconds (+54.9%).
Additional results
- 2,386 WhatsApp clicks and 51 event quote forms.
- 120 sessions from AI assistants during the quarter; 110 came from ChatGPT.
- Google Ads investment: COP $9.07 million. Attributed booking value: COP $41.76 million.
- 28.91 attributed bookings under GA4’s multichannel attribution model; this is why the count can be fractional.
The agreed goal was to double organic visibility; combined organic and AI traffic grew by 252%.The 4.61× ROAS is calculated by dividing the booking value attributed in Google Ads (COP $41.76M) by advertising investment (COP $9.07M). Sources: the client’s Google Analytics 4 and Google Ads accounts. No sales are attributed to WhatsApp, and Meta Ads results are not reported because the audited material does not provide sufficient source data for those figures.
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