At Simplotel we have built websites for over 2,000 hotels, and every single time we have been asked about how we drive traffic to a website. We have been asked by those who are usually suspicious of SEO because they paid for such services in past and may or may not have seen results. And we have been asked by our customers who see a 3x plus growth in their website traffic after coming to our platform – as to how we do it. While SEO can be a deep subject, today we will attempt to outline how one must think about SEO in this post.

At a high level SEO depends on three things –

  1. Technology and layout of the website 

  2. The content on the website

  3. Things happening outside your website
     

Technology and layout of the website

In order to determine the relevance of a website for a search term (also known as a keyword) search engines have a piece of software called a Bot (derived from the word Robot) that crawls (think of it as reads) content on your website. The Bot then stores the keywords that a website is most relevant for. This is known as indexing of a website.

Unlike users, bots see the code of the website and not what users see on a website (you can view the code of most websites by right clicking on a webpage and selecting view page source). The easier this code is for the search engines to understand, the better chance you have of conveying your content to the search engines and making sure that your content gets indexed correctly. Here again there are hundreds of things that matter. These include the load time of a website, the structure of website code, mobile friendliness, proper tags and sitemaps. Detailing these is a topic for a future blog.

The layout of your website also plays an important role in search engine optimization. Clean and simple navigation, easily readable content – they all add up towards SEO friendliness. 
To get these things right a website must be built for SEO from the ground up – retrofitting these things can often mean redoing the website. The good news is that Simplotel, out of the box, takes care of all this for your hotel website.
 

The content on your website

Now that we have gotten the technical aspects covered, the next most obvious thing about SEO is the content of the website. If your website’s content is about ice cream cones then your site will be indexed for ice cream cone searches and not for hotels. If your content is about a luxury hotel, then you won’t be indexed for budget hotels and consequently it is unlikely that you will show up for searches related to budget hotels.

Content also comes in many shapes. It includes the text on the website, the images that you put, the links you provide and the various tags (page titles page descriptions etc.). Each one of these have a significance and how and where you place them also matters. Content that is higher up on a page matters more than the content that is below. On things like page titles, the content that is to the left matters more than the content that is to the right. How you structure your content with various Headers (much like a word document) matters. How you name your images, how you name the links – they all matter.

All content on your website should be original content – copying of content from another website hurts your traffic – as the search engines and users skip past you believing you have nothing new to say. Adding fresh and relevant content has also shown to impact the SEO of a website.

There is also data about your hotel (meta data) that you can provide on your website, it is not visible to your customers but tells the bots the location, name, etc. of your hotel. Once again, Simplotel does this out of the box for your site.  Our experts write the content for your hotel website so that it is all set up well. This is another reason why our customers see a 3x plus growth in traffic.
 

Things happening outside your website

After the technology and the content on the website, there are things that happen outside your website that impact search engine optimization. These include your guest reviews, your listing on Google Maps and local listing sites, your mention in travel blogs, etc. – they all matter. Here are some suggestions,

  • Verify and own your Google My Business (GMB) page and make sure that the map marker is accurate.

  • Ensure that your hotel’s name, address and contact info is exactly the same on all online channels – your social media pages, local listings and classified listings. 

  • Get good reviews by taking care of customers and encouraging customers to write a glowing review. Also, respond to your reviews on various review channels time to time.

There are few silver bullets in SEO – so you must skin it with a thousand paper cuts. Please let us know your comments, questions and feedback at hello@simplotel.com.

Boost Your Hotel’s Direct Bookings: Conversion Strategies that Actually Work

You’ve got the traffic. Your visitors are engaging with your content. Now it’s time for the most critical step in the hospitality marketing funnel conversion. Without converting these visitors into confirmed bookings, all the effort in driving traffic and engaging users can go to waste.

In this blog, we’ll explore proven strategies to increase direct bookings, optimize your website for conversions, and turn casual browsers into loyal guests.

Why Conversion Matters

Simplify the Booking Process

Persuasive Copy & Proof

Direct Booking Rewards

Speed & Easy UX

Retarget & Convert

Implement Trust Signals

Analyse, Test & Optimise

Conclusion

Why Conversion Matters in the Hotel Industry

Imagine this: 10,000 people visit your hotel website every month, but only 50 book a stay. That’s a 0.5% conversion rate far below the industry average of 2–5%. Every lost booking is lost revenue and missed opportunities to engage guests directly.

Direct bookings are particularly valuable because they:

  • Eliminate commission fees from OTAs (Online Travel Agencies).

  • Provide a chance to build long-term guest relationships.

  • Allow personalised upselling of rooms, experiences, and services.

Conversion is the final piece of the puzzle: traffic gets eyes on your site, engagement keeps them there, and conversion turns visits into revenue.

1. Simplify the Booking Process

A complicated booking process is one of the biggest reasons visitors abandon your website. Studies show that up to 70% of users abandon a booking due to a long or confusing process.

Here’s how to simplify:

  • Single-page booking forms: Keep all essential fields on one page. Avoid unnecessary steps.

  • Auto-fill details: Let returning users pre-fill personal information.

  • Mobile optimisation: Most bookings now happen on mobile. Ensure your booking engine is responsive.

  • Clear CTAs (Call-to-Actions): Buttons like “Book Now” should stand out and use action-oriented text.

2. Use Persuasive Copy and Social Proof

Your website copy can make or break conversions. You’re not just selling a room—you’re selling an experience. Highlight what sets your property apart:

  • Showcase unique amenities, local attractions, or exclusive offers.

  • Use emotional triggers: Words like “escape,” “relax,” and “unwind” resonate with potential guests.

  • Include reviews and testimonials: Positive experiences from previous guests create trust.

For example:
“Relax in our serene garden-view suites while enjoying a complimentary spa session - book directly for exclusive perks.”

3. Offer Exclusive Direct Booking Incentives

Give visitors a compelling reason to book directly instead of through OTAs:

  • Discounts or perks: Free breakfast, late check-out, or room upgrades.

  • Loyalty points or rewards: Encourage repeat bookings.

  • Limited-time offers: Creating urgency boosts conversions.

Highlight these incentives prominently on your homepage, booking page, and promotional emails.

4. Optimise for Speed and User Experience

Website performance affects conversion rates more than most hoteliers realise. A slow or cluttered site can instantly turn visitors away.

  • Fast-loading pages: Ideally under 3 seconds.

  • Intuitive navigation: Easy access to rooms, pricing, and booking options.

  • Visual hierarchy: Key actions like “Book Now” should stand out.

A smooth, enjoyable experience keeps visitors moving down the funnel.

5. Retarget Visitors Who Didn’t Book

Even with optimization, not all visitors will convert immediately. Retargeting can bring them back:

  • Email reminders: Send abandoned booking emails with incentives.

  • Retargeting ads: Show personalised offers on social media or search engines.

  • Dynamic content: Display rooms or deals the user viewed previously.

Studies show that retargeted visitors are 70% more likely to convert than first-time visitors.

6. Implement Trust Signals

Visitors are more likely to book when they feel secure. Make sure your website communicates trust:

  • SSL certificates: A secure site is non-negotiable.

  • Payment options: Display accepted methods clearly.

  • Transparency: No hidden fees or surprises during checkout.

  • Third-party ratings: Display awards or certifications.

7. Analyse, Test, and Optimise

Conversion optimization isn’t a one-time task. Regularly review your website analytics to identify bottlenecks.

  • A/B testing: Experiment with different CTAs, images, and layouts.

  • Heatmaps: See where visitors click and scroll.

  • Conversion funnels: Track drop-offs at each step.

Data-driven improvements can dramatically increase bookings over time.

Conclusion

Conversion is the heart of your direct booking strategy. By streamlining your booking process, highlighting incentives, building trust, and using data to optimise, you can transform casual visitors into confirmed guests.

Remember, traffic and engagement are just the first steps. A strong conversion strategy ensures every click counts.

Start implementing these strategies today, and watch your hotel’s direct bookings soar.