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Monthly Reports on Bookings
Search performance, direct bookings and enquiries by page and source, completed work and next steps.
SEO for Hotels, Hospitality & Tourism Businesses
Hotel and hospitality SEO for hotels, holiday lets, tour operators, restaurants and venues in the UK and Europe. I help guests find you when they search for a place to stay, eat or visit, and book with you directly rather than through a booking site.
Why SEO Works Differently for Hospitality & Tourism
Guests choose where to stay, eat and go on Google, Maps, booking sites and, more and more, AI assistants. Hospitality SEO is about being the business they find there, and making it easy to book with you directly.
Searches Start With a Place
Most guests search for a destination, an occasion or a type of stay before they know your name. Your pages need to answer those searches in the words guests actually use.
Booking Sites Compete for Your Name
Even guests who search for you by name often see booking and review sites beside your own website. Your site has to be the clearest result, with the rooms, rates and details guests want.
Booking Windows, Not Calendar Months
Guests plan summer stays in winter and Christmas parties in summer. Pages and fixes need to be live and indexed before guests start planning, not when the season begins.
Bookings You Can See
Booking engines often sit on a separate domain, so analytics loses the guest at the moment they book. I set up booking and enquiry tracking first, so we can see which pages bring direct bookings.
Hospitality SEO consultant vs. SEO agency
| What matters | Search Orchard | SEO agency |
|---|---|---|
| Who does the work | You work with me directly | Account manager and shared team |
| Industry knowledge | Learned from your team, your guests and your booking data | Often general marketing templates |
| Scope | Shaped around your business, your season and your markets | Often fixed monthly packages |
| Reporting | Direct bookings and enquiries by page | Often rankings and traffic |
| Commitment | Three months, then month to month | Often longer contracts |
One specialist. Direct contact. SEO measured in direct bookings.
Hospitality SEO Services
Everything a hotel, holiday let, tour operator or venue website needs to be found by guests and to turn those visits into direct bookings.
- Research01
Guest Keyword Research
How do guests search for a place like yours? I map searches by destination, type of stay, occasion and activity to the pages that should rank for them, in each language your guests use.
- Technical02
Technical SEO & Booking Engine
Crawling, indexing, site speed, mobile performance and how your booking engine connects to your website. The fixes that let Google trust your pages and let guests book without friction.
- On-Page03
Room, Tour & Menu Pages
A page for each room type, tour, experience, menu or event space, with the details guests compare: location, prices, availability, policies and photos.
- Local04
Google Business Profile & Reviews
Your Maps listing, categories, photos and review responses kept accurate and complete, so you appear when guests search nearby.
More on Local SEO - Content05
Destination & Seasonal Content
Guides to your area, its events and its seasons, published ahead of booking windows. Content that reaches guests while they are still deciding where to go.
- Off-Page06
Links & Local Partnerships
Links from tourism boards, local guides, event organisers, partners and travel press. Authority that counts in your destination.
- International07
Pages for International Guests
English and other language versions that match how guests in each market search, with the technical setup that shows each guest the right version.
More on International SEO - AI Search08
AI Search Visibility
Guests now ask ChatGPT and Google's AI Overviews where to stay and what to do. I make your property and experiences clear enough to be recommended.
More on AI Search Visibility
Also available as separate services:SEO AuditsLocal SEOInternational SEO
Hospitality and Tourism Businesses I Work With
Independent and growing businesses whose guests book online: boutique hotels, B&Bs and holiday lets competing with booking sites and rental platforms, tour operators and experiences that guests plan months ahead, and restaurants, venues and wineries found through local search. Every direct booking keeps more of the margin.
- Boutique Hotels
- B&Bs & Guest Houses
- Holiday Lets & Villas
- Agriturismi
- Glamping & Campsites
- Tour Operators
- Experiences & Activities
- Restaurants
- Wedding & Event Venues
- Wineries & Wine Tourism
- Direct Bookings
- Google Maps
- Google Hotel Search
- Booking Engines
- Seasonal Demand
- International Guests
What you get
What's Included in Hospitality SEO
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Regular Calls
Scheduled discussions to review progress, answer questions and agree priorities.
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Hands-on Implementation
Technical fixes, page optimisation and content work within the agreed scope.
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Written Research
Keyword research, competitor findings and page plans you keep.
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A Season Plan
Work scheduled around your booking windows, so new pages are live before guests start planning.
International guests
Guests Search in Their Own Words
Many hotels, villas and tour operators in Italy and across Europe depend on guests from the UK, Ireland and further afield. Those guests search in their own language and their own terms, so a straight translation often misses the searches they make. I'm based in Turin and work in English: I research how guests in each market search, write or brief the pages that match, and set up the language versions so Google shows each guest the right one.
More on International SEOOne kind of stay, five searches
- holiday cottage
- UK
- self-catering
- UK and Ireland
- vacation rental
- United States
- Ferienwohnung
- Germany
- casa vacanze
- Italy
How it works
How I Approach SEO for Hospitality & Tourism
A repeating cycle, timed to your season.
Guests & Season
Who your guests are, where they come from and when they book.
Website & Booking Review
How the site is indexed, whether bookings are tracked, and how you show on Maps.
Keyword Research & Season Plan
What guests search for, who ranks now, and which pages need to be live before each booking window.
SEO Implementation
Site fixes, new pages, Business Profile updates and local links.
Bookings & Refinement
Direct bookings and enquiries tracked by page, then the plan adjusted for next season.
Hospitality SEO FAQs
How much does SEO cost for a hotel or hospitality business?
An SEO audit starts at €495. Local SEO for a single hotel, restaurant or venue starts at €690 a month, and ongoing SEO for hotel groups, tour operators or multilingual websites at €1,490 a month, all excluding VAT. You'll receive a proposal with the scope and fee before we begin. Monthly services start with three months, then continue month to month. If you've had an SEO audit from me in the last 30 days, I'll deduct the full cost from your monthly fees. All prices are on the Pricing page.
Can SEO reduce our reliance on booking sites?
It can move part of your bookings to your own website, but booking sites will still bring you guests, and most properties keep them. SEO helps the guests who find you on Google, Maps or an AI assistant book with you directly, and makes your website the clearest result when they search for your name.
How long before SEO brings in more direct bookings?
Technical and Business Profile fixes can show results within weeks. New pages usually take several months to rank, so I plan them ahead of your booking windows. Nobody can guarantee rankings, so we agree what to measure at the start and I report on it every month.
Does our booking engine affect SEO?
It can. Some booking engines put room and rate pages on a separate domain or load them in a way Google can't read, and many break analytics tracking at the moment a guest books. I check both in the first month and work with your booking engine provider where changes are needed.
Do you work with restaurants?
Yes. Most restaurant bookings start with a local search or Google Maps, so the work is mainly local SEO: your Business Profile, reviews, menu pages and local links. See Local SEO.
Do you work with hotels and tourism businesses outside the UK?
Yes. I'm based in Turin and work with hospitality and tourism businesses across the UK and Europe, mostly remotely. Meetings in person are possible in Piedmont and Milan. If your guests come from several countries, see International SEO.
Contact
Tell me what's holding your website back.
You'll hear directly from me. No sales team, no scripted discovery calls and no automated follow-up emails.
I take a first look
I read your message and take a first look at your website and its search visibility before replying.
You get an honest answer
Within two working days, I'll share my initial thoughts and tell you whether I'm the right fit.
We talk it through
If it's a fit, we'll arrange a call to discuss your project. If not, I'll tell you and suggest a better direction where I can.
Would you rather talk first?
Book a call