Win direct bookings from search
Travel search is crowded with online travel agencies that often outrank your own website for your own name. Boltly helps Australian hotels, motels, accommodation providers and tour operators claim that space back, rank on Google Maps and turn destination searches into bookings that keep the margin. Senior-led work, no lock-in.
Why do hotels and tourism businesses need specialist SEO?
Because travel search is dominated by online travel agencies such as Booking.com and Expedia, which often outrank a property's own website for its own name and category. Specialist hotel and tourism SEO is about claiming back that organic space, ranking in the Google local pack and on Google Maps, and turning destination searches into direct bookings so you keep the margin the OTAs would otherwise take in commission.
Think about how a guest actually plans a trip. They search a destination and a date, glance at a map full of properties, read a handful of reviews, then book. At almost every step an OTA is bidding for their attention, and the commission on each of those bookings can run to fifteen or twenty per cent. When the same traveller finds you directly and books on your own site, that margin stays in your business.
This is a different problem from ranking a plumber or a law firm. You are not only competing with the property down the road, you are competing with billion-dollar booking platforms that spend heavily to sit above you. The way to win is to own the searches the OTAs cannot fully control: your property name, your suburb plus accommodation, and the specific rooms, packages and experiences travellers look for. That is the focus of our work across the industries we serve, and it suits travel especially well.
It also rewards content. Travellers research before they commit, so a property that answers "things to do in the area" and helps plan the trip earns attention long before a booking. Pair that with a fast site, real reviews and a Google Business Profile that shows up on Maps, and you build a channel you own instead of renting demand from a platform.
// In short
- Beat the OTAs on your own searches.
- Direct bookings that cut commission.
- Google Maps and local pack presence.
- Destination content that earns demand.
- No lock-in and clear reporting.
What does SEO for hotels and tourism include?
Everything an accommodation or tourism business needs to win demand from search, from the local listing up to destination content and direct booking pages. We scope the exact mix to your property type and goals after a free audit, so the work goes where the bookings are.
Local SEO and Google Maps
A Google Business Profile built to rank in the local pack and on Google Maps, where a large share of accommodation searches are decided. This sits at the centre of our local SEO work.
Destination and things to do content
Pages that answer "things to do in your destination" and help guests plan, so you capture travellers in the research stage. Built on our SEO content service.
Room and package pages
Each room type, rate and package given its own clear page that ranks and converts, so travellers book the right stay directly with you rather than through a platform.
Reviews and reputation
A steady flow of genuine Google reviews and strong TripAdvisor ratings that lift both your local rankings and the rate at which lookers turn into bookers.
Photo and image optimisation
Properly named, compressed and tagged photos of your rooms, views and experiences, since strong imagery drives clicks in travel and helps your pages load fast.
Schema and rich results
Schema.org markup for hotels, rates and reviews so Google can show star ratings and pricing in the results, helping your listing stand out next to the OTAs.
Seasonal planning
A demand map across the year so your pages are ranking before peak season arrives, instead of catching up once the booking rush is already on.
Booking-focused reporting
Plain reporting tied to direct bookings and revenue, not vanity rankings, so you can see how much demand is shifting from the OTAs to your own site.
Local SEO and Google Maps for hotels
When someone searches for accommodation in a destination, Google often shows a map and a local pack of three nearby listings before the standard results. For a hotel or motel that space is prime real estate, and it is decided by your Google Business Profile, your reviews and your relevance to the search. Get it right and you appear above the OTAs at the exact moment a traveller is choosing.
Profile
A complete Google Business Profile with the right categories, rooms, amenities and booking link.
Reviews
A steady flow of recent Google reviews that supports local pack ranking and trust.
Photos
Fresh, high-quality photos that earn clicks and show what a stay actually looks like.
Relevance
On-site signals tying your property to its suburb, region and the searches that matter.
Key pages a hotel or tourism business needs
Rankings follow structure. A property that gives each room, package and experience its own clear page gives Google more ways to match a traveller's search, and gives that traveller a direct path to book. These are the pages we build and tune first.
Room and rate pages
A page per room type with photos, rates and a clear booking call to action, so guests choose and book the right stay directly rather than on an OTA.
Package and offer pages
Stay-and-dine, weekend escape or seasonal deals, each on its own page that ranks for the offer and gives a reason to book direct at a better rate.
Destination and area pages
"Things to do" and local guide pages that capture travellers researching the trip, then point them to your rooms when they are ready to book.
What does hotel and tourism SEO cost?
Every plan is scoped to your property type, how competitive your destination is and how many room and package pages you run, because a single boutique motel and a multi-site tour operator are different jobs. Start with a free audit and you get a real number rather than a guess.
Our pricing page shows indicative packages so you can gauge the range, and from there we shape a plan that fits your booking goals and your season. The aim is simple: shift enough demand off the OTAs that the work pays for itself in saved commission.
See SEO packages & pricingTell us about your property and your destination and we will scope a plan and a price built around your bookings, with no obligation and no lock-in.
Get a quote Start with a free auditNo setup fees. No lock-in. Cancel anytime.
Where do you offer hotel and tourism SEO?
Across Australia. Boltly is Melbourne based and works with hotels, accommodation providers and tour operators in every state, online and on-site as needed, so your location does not change the quality of the work. Choose your city below for local detail.
Hotel SEO Sydney
SEO for hotels and tourism businesses in Sydney.
Hotel SEO Melbourne
SEO for hotels and tourism businesses in Melbourne.
Hotel SEO Brisbane
SEO for hotels and tourism businesses in Brisbane.
Hotel SEO Perth
SEO for hotels and tourism businesses in Perth.
Hotel SEO Adelaide
SEO for hotels and tourism businesses in Adelaide.
Australia wide
Senior-led hotel and tourism SEO for properties anywhere in the country, delivered online and on-site as needed.
Hotel and tourism SEO, answered
Wondering how much of your demand is going to the OTAs instead of your own site? A free audit gives you a clear answer.
Get a free auditBecause travel search is dominated by online travel agencies such as Booking.com and Expedia, which often outrank a property's own website for its own name and category. Specialist hotel and tourism SEO is about claiming back that organic space, ranking in the Google local pack and on Google Maps, and turning destination searches into direct bookings so you keep the margin the OTAs would otherwise take in commission.
You win the searches the OTAs cannot fully own. That means ranking your own site for your property name, your suburb plus accommodation, and the room and package pages travellers actually book. Pair strong organic rankings with a clear booking path, a price that matches or beats the OTA rate, and reasons to book direct, and a real share of demand shifts to your own channel where there is no commission.
Keyword and destination research, a Google Business Profile optimised for the local pack and Google Maps, fast room and package pages, destination and things to do content, review and reputation work across Google and TripAdvisor, image optimisation, and schema.org markup for hotels, rates and reviews. The exact mix is scoped to your property type and goals after a free audit.
Very important. A large share of accommodation and attraction searches show a map and a local pack of three nearby listings before the standard results. If your Google Business Profile is incomplete or your reviews are thin, you miss that prime space. Getting the profile, categories, photos and reviews right is often the fastest win in tourism SEO.
Yes, and it is an advantage if you plan for it. Travellers research a destination weeks or months before they book, so the content and rankings that capture peak season have to be built in the off season. We map demand across the year and make sure your pages are ranking well before the booking rush, not scrambling once it has started.
Reviews influence both how Google ranks your local listing and whether a traveller chooses you once they see it. A steady flow of recent, genuine Google reviews supports local pack visibility, while strong TripAdvisor and Google ratings lift your click-through and conversion. We help you earn reviews consistently rather than chasing them in bursts.
Local pack and Google Business Profile gains can show within weeks, while competitive destination rankings usually build over three to six months and compound from there. Because travel is seasonal, the smart play is to start in the off season so your pages are ranking before peak demand arrives.
Yes. Boltly is Melbourne based and works with hotels, motels, accommodation providers and tour operators across Australia, including Sydney, Melbourne, Brisbane, Perth and Adelaide. The work is delivered online and on-site as needed, so your location does not change the quality of the work.
Ready to win more direct bookings?
Free consultation · No lock-in · Australia wide