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SEO for hotels


Fact: The digital landscape in the hospitality industry is changing and those who do not engage in the digital space are likely to be left behind over time. One of the key medium-term levers or tools which accommodation providers can use to drive more direct bookings and fight back against the ever increasing OTA commission fees, is Search engine optimization ( SEO ). That’s what I’m going to talk about in this article.

For context, I’ve been a ‘card-holding’ member of the SEO community since 1999 and have built hundreds of websites in that 24 year period, firstly with one of Europe’s largest real estate companies and then in the hospitality industry from 2007 to today, so there are not many with more experience in this space.

SEO is much talked about and much misunderstood, but implementing SEO best practices can significantly improve a hotel’s online visibility in search engines like Google and increase organic (non-paid) traffic to your website. In this blog post, I’ll break down the complex world of SEO into easy-to-understand chunks and provide you with actionable tips and real-life examples to help your hotel climb the search engine rankings.

Keywords: Unlocking the Language of Search Engines

Imagine you’re a guest looking for a ‘beachfront hotel in Phuket’. What words or phrases would you use in your search to find that? These are the keywords that hotels need to identify and incorporate into their website’s content. Think of keywords like the ‘language’ of search engines.

By conducting keyword research using tools like Google’s Keyword Planner, you can discover the most relevant and frequently searched terms in your niche and layer them into your website. For example, “luxury beachfront hotel Phuket” or “affordable accommodation Patong Beach.”

On-Page Optimization: Laying the Foundations for Success

Think of on-page optimization as the blueprint that search engines use to understand and rank (position) your website relative to the competition. Start with the title tag, which is like the headline of a newspaper article. Make it captivating, concise, and include your primary keyword. Next, optimize your meta description, which is a brief summary of your webpage’s content. Think of it as the enticing blurb on the back cover of a book that encourages readers to click. Include your keyword and make it compelling.

Additionally, optimize your website’s URL structure, headers (H1, H2, H3), and content. Incorporate your keywords naturally throughout the page, but don’t overdo it. Write for humans first, and search engines second. Provide valuable and informative content that answers potential guests’ questions and addresses their needs. For instance, you can create a blog post about “Top 10 Attractions Near Your Phuket Hotel” or “A Complete Guide to Exploring Patong Beach.”

Local SEO: Dominating Your Neighborhood

Local SEO is crucial for hotels as it helps them target potential guests in or interested in their vicinity. To boost your local visibility, ensure your hotel’s name, address, and phone number (NAP) are consistent across all online platforms, including your website, Google My Business listing, and local directories.

Encourage guest reviews on platforms like TripAdvisor and respond to them promptly to build credibility and improve your rankings. Remember, local SEO is like being the go-to neighborhood hotspot that everyone recommends.

Mobile Optimization: Welcoming Guests on the Go

With the majority of travelers using their smartphones to search and book hotels these days, mobile optimization is no longer optional—it’s essential. Picture your hotel website as a cozy beachside bungalow. It needs to be accessible, comfortable, and inviting for guests on the go. Ensure your website is mobile-responsive, meaning it adjusts its layout and content to fit different screen sizes. Make it easy for users to navigate, find information, and make bookings seamlessly from their mobile devices.

Link Building: Building Bridges to Boost Authority

Link building is like networking in the digital world. The more reputable websites that link (like a vote) to your hotel’s website, the more authoritative and trustworthy search engines perceive it to be. Think of it as receiving recommendations from influential individuals in your industry.

Seek opportunities to collaborate with local businesses, travel bloggers, and industry influencers who can feature your hotel in their articles or social media posts, providing backlinks to your website. Additionally, create compelling content that naturally attracts links from other websites, such as informative travel guides or exclusive offers.

User Experience: Crafting an Unforgettable Stay

User experience (UX) is paramount in both the hotel industry and the online world. Imagine you’re a guest staying at a hotel—what kind of experience would you expect? Apply the same principle to your website. Ensure it loads quickly, has a visually appealing design, and is easy to navigate. Create clear calls-to-action that guide users towards booking or contacting your hotel. Provide a seamless and intuitive booking process, just like offering a hassle-free check-in experience to your guests.

Tracking and Analytics: Navigating the Path to Success

Tracking your website’s performance and analyzing user behavior is like having a GPS system for your hotel’s online journey. Tools like Google Analytics allow you to monitor your website’s traffic, identify your most popular pages, and track the effectiveness of your SEO efforts. Analyze the data to make data-driven decisions and adjust your strategies accordingly. For example, if you notice a high bounce rate on a particular page, consider improving its content or design to keep visitors engaged.

The Key Takeaways

Most SEO’s will tell you that there are literally hundreds of ranking factors to get a website to perform well in the search, but by implementing these simple SEO best practices for your hotels in Thailand, you’ll be well on your way to climbing the search engine rankings and attracting more direct booking guests.

However, it’s important to remember that SEO is an ongoing process that requires continuous monitoring, adaptation, and improvement over time. Embrace the language of search engines, lay a solid foundation with on-page optimization, dominate your local neighborhood, welcome guests on their mobile devices, build authoritative bridges through link building, provide an unforgettable user experience, and navigate your way to success with tracking and analytics. With patience and persistence, your hotel will shine brightly in the online space, standing out among the competition and capturing the hearts of travelers.

Are you looking for a hotel SEO agency in Thailand? We have the experience, the track record and the team to help maximise your direct booking potential. Get in contact with us today to find out more!

Written By:

[email protected]

Co-Founder & Director at The Percentage Company. I started working on websites in 1997 and have been a full-time techie since 2001. I'm committed to leveraging the latest technologies and digital marketing techniques to drive efficiency & improve online sales for our hotel clients. I have a 20+ year track record of success in growing independent hospitality & real estate brands.

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