Key Characteristics of the Hospitality and Travel Industry
Hospitality refers to hotels, resorts, inns, bed and breakfasts, and vacation rentals. These kinds of businesses hold the unique challenge of attracting customers to a locality that the customers themselves may not be familiar with. Many of these businesses also want to build a following within their own local community. Hotels and Inns vary widely in size, therefore very widely in competition level. The Competitiveness of key phrases is also dependent on the popularity of city or community the hospitality business is located in. For example, a keyword search of “Palo Alto Inn” will hold far less competition than a search for “Las Vegas Hotel.”
Connection between SEO and the Hospitality Industry
Search Engine Optimization is a necessity for Inns and B&Bs because so many of the top search results are littered with travel websites or review sites that are not actually run by individual hotels. Business owners can take control of their own marketing by insuring that their own websites rank well for targeted key phrases. At the same time, by building a presence within the travel review sites, businesses can be sure their bases are covered. The consumers themselves can benefit from SEO and Search Engine Marketing because it allows them to discover smaller, independently owned businesses.
Strategies for Hospitality Websites
- Organic SEO centered on neighborhood or locality specific keywords that allow each individual business to gain a foothold in their area.
- Reputation management on travel review websites (such as Travelocity, Kayak, Priceline, Expedia, Hotwire, Orbitz, Hotels.com and TripAdvisor).
- Marketing within the travel community via forums, blogs, directories and social networks.
- Local Search Marketing and SEO for Google Places, Yahoo Local and Bing Maps.