Connected properties, from reef to rainforest

Whether lounging along the Caribbean Sea at Matachica on Ambergris Caye or tucked within the rainforest at Gaia in Mountain Pine Ridge, each resort from The Lighter Collection immerses travellers in the culture and natural beauty of Belize. In 2026, both properties were awarded Michelin Keys.

The Lighter Collection’s marketing was disjointed, with the two resorts living on separate websites and combined packages like Reef & Rainforest not reaching travellers.  As the resorts grew, the marketing needed to match the quality of the experience. The Lighter Collection, run by a Canadian family, partnered with Wallop to take on its marketing. The goals were to grow direct bookings and revenue, build awareness, and reduce reliance on OTAs, with the backdrop of a flat tourism market in Belize in 2026.

Guests visiting The Lighter Collection’s resorts can choose between a reef stay at Matachica, a rainforest stay at Gaia, or both. But many were discovering Gaia too late, often only learning about it once they were already in Belize. For travellers drawn to Belize’s coastline, some of the country’s most memorable experiences were waiting just further inland. 

Instead of separate websites and separate strategies, one connected plan would let The Lighter Collection clearly communicate both of its stays. With data guiding every decision and every channel built to support the others, the brand could also find new opportunities for growth and refinement. Rather than another vendor to manage, the family behind The Lighter Collection needed a trusted partner, freeing up their time to focus on hospitality.

A new website brought both resorts together under a single brand, giving guests a clearer reason to experience both. For paid advertising, we started broadly by testing a range of audiences and messaging, then refined based on what worked best. From social and paid media to email and the website, the marketing system is designed to reach travellers whether they’re just starting to research or are ready to book.

Marketing both resorts together also helped grow awareness of the newer Gaia while strengthening both properties, letting results shape future strategy. Guests could relax on the beach at Matachica, then venture inland to the eco-lodge at Gaia. Targeting the Canadian market became a standout success after the campaign relaunch in September 2026 around the new direct flights from Montreal and Winnipeg. 

An annual plan connects all of the marketing channels to shared goals, and gives the family owners clear visibility on what’s next. Wallop also acts as an advisor, analyzing review sentiment, advising on offers and budgets, and planning photo and video shoots around content calendar needs.