Hotel SEO in Thailand: What Google’s Latest Updates Mean for Your Hotel Website

If you’re running a hotel in Thailand, whether it’s a luxury villa in Phuket, a boutique hideaway on Koh Samui, or a city property in Bangkok, the SEO landscape has shifted again. Google’s recent algorithm updates are changing how hotels should think about search visibility, bookings, and direct revenue. Between March, June, and August 2025, Google has rolled out several significant changes:

• March 2025 Core Update: improved content relevance and user experience signals.
• June 2025 Core Update: broader adjustments affecting travel and hospitality rankings.
• August 2025 Spam Update: a crackdown on low-quality, AI-generated, and “parasite” content.

For Thai hotels, like the ones we represent, this means one thing: authenticity, local expertise, and guest-first experiences now matter more than ever. In this article, we’ll break down what’s changed (in plain language) and outline actionable SEO strategies that marketeers can adopt to help stay ahead of the competition.

What’s changed and why does it matter?

1. Google is rewarding real, helpful & original content

The June 2025 Core Update shifted rankings based on how well your content serves the user’s search intent. Google now better understands what travelers want and is prioritizing:

• Hyper-local information (e.g., “family-friendly hotels near Kata Beach with kids’ pool”).
• First-hand insights, guides, and recommendations.
• Unique hotel stories and authentic guest experiences.

If your site relies on generic OTA descriptions or AI-generated listicles, it’s likely underperforming.

2. AI-generated ‘scale content’ is under heavy scrutiny

The August 2025 spam update targeted mass-produced, low-value content, especially:

• Pages built solely to rank without helping real users.
• Syndicated, duplicated descriptions pulled from OTAs.
• AI-written articles without human oversight or local insight.

Google wants proof of expertise and authenticity. That means hotels need to add local details, staff knowledge, guest stories, and original visuals to stand out.

3. Local SEO signals are more powerful than ever

Google is getting better at understanding contextual relevance for searches with local intent. For hotels, this means:

• Your Google Business Profile matters more than ever.
• Walkability, nearby landmarks, local events, and safety tips help Google match you with travelers.
• First-party content showcasing local expertise can outrank generic travel guides and OTAs.

4. Reviews now influence both rankings and bookings

Guest feedback has always mattered, but now it’s central to visibility:

• Google highlights ratings and reviews directly in the hotel pack and booking funnels.
• Positive reviews improve not just trust and conversion rates, but also search rankings.
• Hotels need a structured review strategy to capture, showcase, and respond to guest sentiment.

Why This Matters for Hotels in Thailand

Thailand’s hospitality market is one of the most competitive in the world. OTAs dominate Google’s travel ecosystem, but there’s a growing opportunity for hotels to win back direct bookings, but only if you play it right.

The updates favor hotels that:

• Create authentic, locally-relevant content.
• Maintain a high-quality Google Business Profile.
• Collect and showcase genuine guest reviews.
• Deliver a fast, mobile-friendly booking experience.

Done right, this can ‘level the playing field’ against OTAs and let your direct website capture more high-value guests.

Actionable SEO strategies you can adopt now

We won’t give away all the secrets, as we need to keep something for our clients, but here are some high-impact steps to get ahead:

1. Audit & improve your content

• Remove thin, duplicated, or irrelevant pages.
• Consolidate similar topics into stronger, more useful guides.
• Add unique value for guests: staff recommendations, local tips, and real guest experiences.

2. Optimise your Google Business Profile

• Ensure your address, amenities, and photos are accurate.
• Publish local event updates and seasonal offers.
• Use GBP posts strategically to drive bookings and engagement.

3. Go hyper-local with your SEO content

• Create neighbourhood guides and 1 km walkable itineraries.
• Add safety tips, accessibility info, and seasonal advice.
• Build pages that genuinely help travelers, don’t just chase keywords.

4. Develop a structured guest review strategy

• Make it effortless for guests to leave Google reviews.
• Respond professionally to positive and negative feedback.
• Highlight top guest comments and integrate them into your website using Review Schema.

5. Strengthen your technical foundation

• Implement Hotel, LocalBusiness, and Review Schema for richer results in Google.
• Audit Core Web Vitals and fix slow-loading pages.
• Optimise your booking engine for speed, security, and seamless payment options.

Content that wins post-update

Here are a few proven content formats that align with Google’s latest priorities:

• Local guides: “A Perfect 48 Hours in Old Phuket Town – A Local’s Picks”
• Weather-driven insights: “How We Prepare Guests for Monsoon Season in Krabi”
• Behind-the-scenes stories: Profiles of your chef, GM, or sustainability practices.
• Event-focused landing pages: Songkran, Loy Krathong, or Phuket Vegetarian Festival.
• Original guest insights: Data-driven posts based on your own surveys and feedback.

These aren’t just SEO-friendly, they build trust and differentiate your hotel from cookie-cutter OTA listings. They are also useful to your guests! 

How to Measure Success

Measurement is one of the most important parts of digital marketing and in my experience is often forgotten about. Focus on the right KPIs:

• Organic sessions & keyword rankings: track shifts after core updates.
• GBP engagement: calls, directions, and click-throughs.
• Review volume & sentiment: monitor trends across Google and OTAs.
• Conversion rates: more traffic is meaningless if it doesn’t turn into bookings.

Final Word – Opportunities are there for Thai Hotels

Google’s latest updates are a wake-up call for the hospitality industry. The winners will be the hotels that:

• Invest in authentic, helpful content
• Build trust through reviews and expertise
• Deliver a frictionless booking experience… Check out The Percentage App Booking Engine…

At The Percentage Company, we help hotels across Thailand turn these updates into opportunities. From SEO audits to structured data implementation, hyper-local content strategies, and booking funnel optimisation, we make sure your property is always one step ahead. Get in touch with our team today to find out more!