SEO for Hospitality, Travel & Tourism Companies
I provide SEO consultancy for businesses across the travel and tourism sector, including accommodation providers, activity and experience operators, visitor attractions and wellness tourism businesses.
My approach focuses on understanding how people search when deciding where to go, where to stay and what to do and making sure your website has relevant, well-optimised entry points for those searches.
My Approach to Hospitality, Travel & Tourism SEO
Search plays a huge role throughout the travel planning journey, from initial inspiration and research through to somebody looking for a specific place, activity or experience to book.
My approach starts by understanding what you offer, who you want to attract and all the different ways those potential visitors might search for it.
From there, I'll look at whether your website has the right pages and content to meet those different searches.
For travel and tourism businesses, specificity and granularity are key.
Your homepage should communicate the big picture i.e. what you offer, where you are and what makes you different. But it can't realistically be the best result for every relevant search somebody might make.
I'll identify the important bottom-of-funnel searches first and make sure there are strong, well-optimised pages capable of targeting them. Depending on the business, these might relate to individual accommodation options, activities, experiences, facilities, attractions, audiences or other distinct parts of your offering.
These commercial entry points can then be supported by informational content around the destination, trip planning, things to do and other topics your potential visitors research before they're ready to book.
I'll also look beyond the website at local SEO, Google Business Profiles, reviews, relevant listings, partnerships and backlinks. Travel and tourism businesses often exist within a strong local ecosystem, creating natural opportunities to build visibility and authority through tourism organisations, nearby businesses, partners, PR and other genuine relationships.
The aim is to create a website and wider digital presence that clearly communicates what you offer, where you offer it and who it's relevant to – to potential visitors, search engines and increasingly AI-powered search and discovery platforms.
My Approach to Hospitality, Travel & Tourism SEO
Search plays a huge role throughout the travel planning journey, from initial inspiration and research through to somebody looking for a specific place, activity or experience to book.
My approach starts by understanding what you offer, who you want to attract and all the different ways those potential visitors might search for it.
From there, I'll look at whether your website has the right pages and content to meet those different searches.
For travel and tourism businesses, specificity and granularity are key.
Your homepage should communicate the big picture i.e. what you offer, where you are and what makes you different. But it can't realistically be the best result for every relevant search somebody might make.
I'll identify the important bottom-of-funnel searches first and make sure there are strong, well-optimised pages capable of targeting them. Depending on the business, these might relate to individual accommodation options, activities, experiences, facilities, attractions, audiences or other distinct parts of your offering.
These commercial entry points can then be supported by informational content around the destination, trip planning, things to do and other topics your potential visitors research before they're ready to book.
I'll also look beyond the website at local SEO, Google Business Profiles, reviews, relevant listings, partnerships and backlinks. Travel and tourism businesses often exist within a strong local ecosystem, creating natural opportunities to build visibility and authority through tourism organisations, nearby businesses, partners, PR and other genuine relationships.
The aim is to create a website and wider digital presence that clearly communicates what you offer, where you offer it and who it's relevant to – to potential visitors, search engines and increasingly AI-powered search and discovery platforms.
SEO for Accommodation Businesses
People search for accommodation in many different ways – based on accommodation type, location, facilities, audience, occasion, activities and the type of trip they're planning.
I'll identify these different search patterns and look for opportunities to create useful, dedicated landing pages around them.
The goal is to build a logical hub of relevant entry points around your accommodation offering, rather than relying on a homepage or a small number of generic accommodation pages to rank for everything.
SEO for Activities & Experience Providers
For activity and experience providers, I'll make sure the website has dedicated, well-optimised pages for the individual activities and experiences you offer, rather than grouping everything together on a single page.
I'll also look at how different audiences search for those experiences. Families, couples, groups, schools and corporate or team-building customers, for example, may have very different requirements and use very different search language.
This creates opportunities to build entry points around both what you offer and who you offer it to.
SEO for Tourist & Visitor Attractions
For visitor attractions, SEO is about becoming visible when people are deciding what to see and do in a destination, as well as when they're searching specifically for the type of attraction you offer.
I'll look at the different reasons somebody might visit, the experiences and facilities available, relevant audiences and the destination searches surrounding the attraction.
Informational content can be particularly valuable here too – helping the attraction become part of the wider trip-planning and destination-research journey, rather than only appearing once somebody already knows it exists.
SEO for Wellness Tourism Businesses
Wellness tourism sits at the intersection of travel, experiences and wellbeing, creating a wide range of potential search journeys.
I'll look at how people search for the individual treatments, facilities, activities or experiences you provide, as well as broader searches around wellness breaks and travel.
As with the other areas, the priority is creating specific entry points that accurately reflect the offering, supported by useful content, strong local visibility and a wider digital footprint that helps establish the business as part of the destination.