The New Location Location Location of Hotel Marketing

Before the age of the internet and websites, a hotel’s physical location was one of the most essential factors in booking a hotel stay. While this is still very important … with research showing that 80% of people using Search Engines to find and book hotels, it is equally as importantly for hotels to have high Search Engine visibility and be located on the first page of Search Engine results.

Here are three reasons why hotel SEO or Search Engine Optimisation is your key to increasing hotel enquires, improving hotel bookings and vacancy rates and improving your return on investment.

Location: Search Engine Page Ranking

The location of a hotel is very important whether the hotel is based alongside the water, in a beautiful rainforest or on a desert island. The location or page ranking in Search Engines such as Google, Yahoo and Bing is also important as studies show that people rarely look past the first pages in a Search Engine when making consumer decisions.

For hotels to compete in the aggressive industry of hotel marketing not only do they need a website that is aesthetically pleasing and easy to use, they also need to rank well in Search Engines. This is achieved through the right SEO genetics of a SEO technical infrastructure, link building strategies and updating their website with original content.

Location: Social Media Presence

Hotels also need to have a social media presence in order to build their hotel brand and stay relevant. According to a Nielson survey, social media currently account for around 18% of the search market with consumers combining online search with conversations with friends and family before making purchasing decisions.

Creating a social networking presence such as a Facebook and/or Twitter account is important to build the brand of the hotel but it is also important for hotels to manage their online reputation and respond to bad reviews, comments about their customer service or negative feedback on forums, blogs and social networking websites.

Location: Google Local Business Centre Listing

A Google Local Business Centre Listing (GLBC) is essential for hotel internet marketing. When someone is searching for a hotel, the Google map and first seven listings are displayed before organic listings even start. Try searching for ‘Melbourne hotels’ and see what comes up in the first seven listings. Before you can start optimising your listing, you need to verify ownership of the hotel.

Your GLBC should be updated regularly. Ways to update your listing include:

  • testimonials
  • videos and images of your hotel
  • hotel menus
  • coupon codes and
  • seasonal rates.

Read more about how you can optimise your Google Local Business Centre Listing.

Contact us to see how we can assist with your hotel SEO or Search Engine Optimisation, develop your brand and maintain your online reputation. We have over 25 years experience in the hotel and travel industry, from both an operational and marketing perspective developing websites that achieve a balance between high being search engine visibility and great design to maximise your hotel revenues.

About Keith Paulin

When not trying in vain to improve his golf handicap, Keith leads the team at iiWorks, a specialist company providing Digital Marketing Strategy Services for clients ranging from small business to national and international companies.
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