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Hospitality SEO

Hotel SEO Built Around Direct Bookings

We do hotel SEO for independent hotels, guest houses, B&Bs and wedding venues that want more guests booking on their own website and less paid in booking site commission. A senior specialist maps how your guests search, then works to get you found on Google, Google Maps and assistants like ChatGPT.

Book a CallOur Work
Combined client revenue generated in the last two years
£45m+
Years' experience for every person working on your account
8+
Search platforms optimised, from Google to ChatGPT, Perplexity, Reddit and YouTube
24

Some of the brands we have worked with

Who this is for

Hotels and guest houses we work with

Local SEO for hotels changes with the property, because guests find each of these in different ways.

  • Independent and boutique hotels

    To take bookings direct, your site must do the selling: a page per room type, with photos and inclusions, a simple way to book, and a finished Google Business Profile pointing guests to it.

  • B&Bs and guest houses

    For a small property, photos and reviews do much of the selling. It needs every room pictured on its listings, genuine reviews arriving steadily and short pages that answer what guests ask before they book.

  • Wedding and event venues

    Couples plan weddings far ahead and weigh venues side by side. Each wedding package and event space needs its own page with the details couples compare, so your venue can make their shortlist.

  • Spa and dog friendly hotels

    Some guests search for the stay, not a place: "spa breaks" or "dog friendly hotels". A hotel known for either needs to rank for that search, not only for its town's name.

What we do

  • How guests search for somewhere to stay

    The guest searches we checked begin with a place ("hotels in York", "b&b near me"), a kind of stay ("spa breaks", "dog friendly hotels") or an occasion ("wedding venues"). In Ahrefs UK data from September 2026, all but "dog friendly hotels" are searched mostly on phones. That search and "b&b near me" open with an AI Overview; wedding venue results sit between paid ads, with a map pack. Guests may judge you on your Google Business Profile and listings first, and ChatGPT or Perplexity, asked where to stay, usually names only one or two places.

Our hotel SEO services

  1. Google Business Profile for each property

    We run it under our Local SEO service. Accurate categories, photos of every room type and facility and regular posts, with Apple Maps showing the same details.

  2. Room and package pages

    One rooms page cannot answer both a "spa breaks" and a "dog friendly hotels" search. Each room type, break and package gets its own page: what it includes and how to book direct.

  3. Stay and place pages

    Pages pairing a kind of stay with a place, written only where your hotel genuinely fits. A small group gets a separate set for each hotel.

  4. Guest reviews

    Google counts reviews as a ranking signal, and guests read them before booking. We set up post-stay review requests and a reply to every review; a steady flow of new reviews also counts when assistants choose places to name.

  5. Site speed and structure

    Core Web Vitals, mobile usability, indexing, schema markup and links between room, offer and place pages, clearing orphan pages, broken links and thin or dated content on the way.

  6. Details AI assistants can match

    Room types, facilities and dog policy kept consistent across your website, profile and listings, so assistants can tell which stays you offer. ChatGPT searches via Bing's index, so our Generative Engine Optimisation work covers Bing too.

Travel agents and tour operators are covered by SEO for Travel Agencies, and standalone caterers by SEO for Catering Businesses.

  • Relying less on booking site commission

    Every stay a booking site sells costs you commission, and those sites can fill a place search's top results. In Ahrefs' snapshot of "hotels in York" on 20 September 2026, booking and review sites such as Booking.com and Tripadvisor held five of the nine organic places in the top ten; the rest went to Visit York's directory, two hotel chains and a hotel guide, none an independent hotel's own site. SEO is how your own pages reach guests searching for the stays you offer. Our case studies are in heating, home improvement, training and e-commerce, not hotels; what transfers is our SEOs' experience ranking against billion-pound companies and national sites like MoneySuperMarket, GoCompare and uSwitch.

How it works

A hotel campaign, step by step

Profile and room page fixes can move in four to eight weeks; place searches held by booking sites usually take six to twelve months. Nothing is guaranteed.

  • Step 1 of 4: Audit the hotel and its rivals

    Weeks one and two map which hotels and booking sites hold your searches, then crawl your site, check your profile and study keyword and AI prompt data to order the fixes.

  • Step 2 of 4: Fix what guests see first

    Week three starts on your profile, often a guest's first view of you: categories fixed, room photos added. Faster room and offer pages on mobile follow, with more work on pages near page one.

  • Step 3 of 4: Build room, package and venue pages

    In months two and three, each room type and package gets a page, venues add wedding and event pages, guests' pre-booking questions get direct answers and review requests begin.

  • Step 4 of 4: Track direct bookings monthly

    Each month you get a written account of map visibility and rankings for your main stays, AI mentions, traffic, enquiries and direct bookings, and the next plan for your approval.

Related sectors

More Retail and Hospitality sectors

Insights

Latest guides

All guides

FAQs

Frequently Asked Questions

It is search work aimed at direct bookings, so guests looking by place, kind of stay or occasion find your own website, on Google, Maps or an AI assistant. It runs from your profile and room photos to package pages, reviews and speed.

By ranking its own website for the stays guests search for, rather than relying on booking sites. That means a well-kept Google Business Profile, pages for each room type and package, steady reviews and clear answers to guests' questions.

The ones matching what you offer and where you are; no list suits every hotel. Ahrefs UK data shows strong demand for "spa breaks", "dog friendly hotels" and "wedding venues", but target only the stays and occasions you genuinely provide.

Start where guests already look: Google Search, Google Maps and AI assistants, which SEO covers. Google Ads and Paid Social add reach, and Pinterest suits weddings and other purchases planned far ahead. Run together, paid and organic cover each other.

Through direct bookings. A guest who finds your site through search and books there costs you no booking site commission, and pages that rank keep working once built. We report organic bookings and revenue monthly, so you see the effect.

Yes. Assistants use what SEO puts in place: a clearly described hotel, well-structured pages, a sound site and trusted mentions. Asked where to stay, they name few places, and the room, facility and policy details on your pages are what they can quote. No agency can guarantee a mention.

Speak to us today to get started

See which hotels and booking sites guests find first in your area

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