Luxury Resort Social Media Growth: The Surf & Sand Case Study
our apporach
Surf & Sand already had a beautiful story to tell, but its social presence needed the consistency and creative depth to tell it well. Summerside began by establishing regular professional content shoots, which ensured that the resort, Aquaterra Spa, and Splashes were always represented with the same editorial quality guests experience in person. With a reliable pipeline of fresh content in place, we increased the output of Reels and Stories, since short-form video had become the primary way travelers were discovering and evaluating properties. Carousels were rebuilt to be more engaging and more shareable. We also worked hand in hand with the PR team to curate influencer partnerships that felt authentic to the brand, so that every collaboration reinforced the resort's identity rather than diluting it. The result was measurable growth across every key metric year over year.
“Their attention to detail and "Summerside thinks like marketers, not just a social media agency. I never have to chase them for ideas because they are always bringing strategic recommendations to the table. They care about the same business outcomes we do, whether our rooms are booked, our restaurants are full, and our marketing KPIs are being achieved, not just whether our social feed looks good. They truly feel like an extension of our marketing team”
- Nancy Johns, Head of Marketing, JC Resorts
Year over Year:the results:
the social metrics
Views grew 575% year over year, surpassing 2.3 million since Summerside took over the account, as professional content shoots and a higher output of Reels and Stories kept the feed consistently fresh
Content interactions increased 1,014% year over year to more than 56K likes, comments, saves, and shares, showing that redesigned carousels and short-form video gave followers more reasons to engage
Link clicks rose 185% year over year to 9,949, turning social attention into measurable traffic toward the resort's booking and dining pages
More than 10,000 new followers joined in 150 days, as curated influencer collaborations with the PR team introduced Surf & Sand to new, relevant audiences
Profile visits climbed 62% year over year to more than 56K, as more people moved from a single post to exploring the full account
Reach increased 44% year over year to just over 287K accounts, extending the resort's visibility well beyond its existing audience
website traffic
Social-driven website traffic grew 330.43% year over year, reflecting how much more effectively the account now moves followers from the feed to the website
Social now accounts for 28.9% of all website traffic, combining social referrals with tracked UTM links from Instagram Stories, bio links, and other social placements
Engaged website sessions increased 632% year over year, a sign that visitors arriving from social were not just clicking through but actively exploring the site
social conversions
159 covers were booked directly from organic Instagram in just four months. By implementing OpenTable tracking across all social efforts, Summerside connected organic content directly to reservations at the hotel's most profitable outlet, giving the resort a clear line of sight from post to table.
