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.

The Power of Hotel Branding: A Comprehensive Blog for Hospitality Success

In the competitive world of hospitality, hotel branding is more important than ever. It’s much more than just a logo or a catchy name, it’s the entire identity and personality of your hotel conveyed to your guests. A strong brand helps define what your hotel stands for, creates emotional connections with guests, and ultimately drives loyalty and profitability. This blog will explore the fundamental “wh” questions about hotel branding - What it is, Why it matters, How to build it, and Who is involved, providing you with actionable insights for success.

What is Hotel Branding?

Why is it Important?

How to Build & Sustain

Who is Involved

Practical Tips

The Ongoing Journey

Conclusion

What is Hotel Branding?

Hotel branding is the essence of your property, it’s how your hotel presents itself and differentiates from competitors. It is the collection of emotions, expectations, experiences, and stories that guests associate with your hotel. When potential guests encounter your brand, whether on your website, social media, or advertising campaigns, they instantly form impressions. These mental and emotional connections influence their choice and loyalty.

Brand identity is at the heart of hotel branding, encompassing every element that represents your hotel: the name, logo, color schemes, typography, design style, and storytelling. For instance, the font used in your online advertisements and the color tones of your website are not arbitrary, they evoke feelings such as tranquility or excitement that reflect your brand’s promise.

A memorable brand allows travelers to immediately recognize your hotel and quickly understand what kind of experience you offer. It also unites multiple properties under a shared identity, making brand recognition stronger and more trustworthy.

Why is Hotel Branding Important?

Effective hotel branding offers numerous advantages crucial for long-term success:
  • Establishes Reputation and Manages Expectations: When guests hear your hotel’s name, they know what to anticipate, from amenities to service style. This reduces guest complaints and increases satisfaction by setting clear expectations.
  • Builds Trust and Loyalty:Consistency is key in branding. Delivering on brand promises builds customer trust and fosters loyalty, turning satisfied guests into powerful brand ambassadors who recommend your property.
  • Reduces Marketing Costs and Captures Revenue:A strong brand allows you to focus marketing efforts on channels that deliver results, optimizing budget allocation and maximizing revenues.
  • Creates Competitive Advantage: In saturated markets, a unique brand differentiates your hotel, allowing you to command appropriate pricing without falling into price wars.
  • Ensures Long-Term Success:A well-established brand not only attracts guests but also motivates and aligns staff, setting the stage for sustainable growth and profitability.

How to Build and Sustain a Strong Hotel Brand

Building a successful hotel brand requires a clear and consistent strategy founded on core components:
  • Develop Brand Identity:Your brand identity begins with choosing a distinct and authentic brand name that speaks to your target market and stands out in search results. The core philosophy and values, whether sustainability, inclusiveness, or luxury, must permeate every guest touchpoint.
  • Create Visual Elements: From the logo to the color palette and typography, all design choices should reflect your brand personality. A sustainable hotel might use earthy greens and organic shapes, while a coastal resort opts for colors reminiscent of sand and sea. Your website, social media, and promotional materials should feature these cohesive elements.
  • Craft an Emotional Story:Storytelling invites guests on a journey, connecting with their desires and explaining why your hotel exists. Whether you emphasize relaxation, thrills, or culture, your narrative should engage audiences consistently across channels and interactions.
  • Define Your Offerings and Service:The rooms, menu, staff interactions, and community involvement must deliver on the brand promise. Every interaction is a chance to prove your brand’s value and build lasting relationships.
  • Maintain Consistency:Brand consistency across online and offline touchpoints is vital, from booking engines and OTA listings to the hotel lobby experience. Align your tone of voice, imagery, and guest communications.
  • Leverage Tools and Technology:Utilize brand management platforms, SEO tactics, mobile-friendly website designs, and data analytics to maintain and grow your brand presence.

Who is Involved in Hotel Branding?

Creating and sustaining a powerful hotel brand is a team effort involving:
  • Brand Managers and Hospitality Professionals:They craft and oversee brand strategy and ensure all marketing efforts reflect the brand values.
  • Marketing Teams:They produce and disseminate consistent brand messaging ensuring alignment with strategy and target audience preferences.
  • Hotel Staff:Frontline employees personify the brand promise; their engagement and motivation are key to delivering authentic guest experiences.
  • Guests:Guests shape the brand through reviews, word of mouth, and repeat business, the most valuable brand ambassadors.

Practical Tips to Boost Your Hotel Brand

  • Unique Selling Proposition (USP):Highlight what makes your hotel special and weave it into every aspect of your branding.
  • Brand Guidelines: Create clear rules for logo use, colors, fonts, and tone to ensure consistency.
  • Mobile-Friendly Experience:With the rise of mobile bookings, seamless mobile UX from website to booking is critical.
  • Experiential Marketing: Offer immersive virtual tours and interactive content that bring your brand story to life.
  • Loyalty Programs:Reward repeat guests to build emotional connections and encourage return visits.
  • Optimize OTA Listings:Choose photo sets and content that reinforce your brand identity to stand out on third-party platforms.

The Ongoing Journey of Hotel Branding

Branding never stops. It begins the moment a guest encounters your hotel, continuing through pre-booking, stay, and post-stay interactions. Visible in advertising, web presence, social media, and guest service, your brand must present a harmonious experience.

Think of your brand as an orchestra: the logo, typography, service delivery, staff, website, and marketing must all harmonize in executing the same core message. One discordant element, whether a broken promise, inconsistent service, or clumsy digital experience, can undermine the entire brand symphony.

Conclusion

In today's hospitality landscape, hotel branding is crucial for standing out, building trust, and fostering loyalty. By clearly defining your identity, communicating your unique value consistently, and delivering exceptional experiences, your hotel can create lasting connections that drive profitability and long-term success.

Start today by evaluating your current brand, refining your strategy, and aligning every touchpoint with the story you want told. A powerful brand isn’t just seen, it’s felt. To learn more about Branding, follow our blogs for the next 2 weeks - Simplotel Blogs