The best approach for more traffic to your
hotel website and 5 brilliant examples


“We have a great website, but how on earth do we get visitors to it?”

A topic that is viewed with a great deal of skepticism in our industry.

from above view of a crosswalk with many people - symbol for traffic on hotel websites
Image Courtesy Andrea Piacquadio

“Without OTAs we have no chance.”

“As an individual hotel, we can’t do that, anyway.”

“I have no idea about SEO.”

“I don’t have time for all that effort”.

Ok, let me be brutally honest:

This is not about: “I’ll have a look at it at some point”.

If you want your hotel to be successful, you need to position yourself.
You need to “speak” to your guests.

There is no way around it. If you are not seen online, you “don’t exist”.
That may sound dramatic, but it’s true.

The website is only the starting point for your hotel. This is where you convince potential guests to book. But how do you make people aware of your hotel?

It’s actually not that difficult.

You only need three things to attract visitors to your website:


An online presence that comes across with flair and personality, the courage to show yourself,

and a little perseverance.


When your ideal guests go online, they seek answers.

Provide your target audience with useful and entertaining information to the questions they have and you’ll get their attention.

The opposite of intrusive, loud advertising.

The more helpful and original your content, the greater the impression you will make.

Here are a few ideas:.

Do you regularly host weddings at your hotel?

The “How to plan a wedding” guide is standard by now and nothing new.

But what about answering these burning bridal questions?

  • “What do I do with my wedding dress after the wedding?”
  •  “How does my bridal bouquet stay fresh in the summer heat?”
  •   “How do I keep Aunt Anni from arguing with Uncle Herbert at the party?”


Package this information into an attractive format and make it available for downloading or reading on your website:

  • A funny guide on what you can create from the material of a wedding dress,
  • a check-list about wedding flowers,
  • or a blog post with psychological tricks….

Content that reflects the personality and brand of your hotel and makes you stand out from the crowd.


You should consider two things, though: Make sure your topics revolve around questions your favorite guests have. Ensure that your content contains the corresponding keywords, so guests will find your answers.

Fortunately, search engines are much more clever today and integrating keywords into your copy has become a lot easier. Especially Google’s algorithm is putting large emphasis on “helpful content”, which plays an increasingly important role in their ranking.

How do you find the “right” keywords? If you are just starting out, here’s a great video on SEO and keyword research from Neil Patel.

And don’t forget to mention and talk about your blog posts on social networks! Meet your favorite guests where they are hanging out and share your content diligently. If you stick with it, you’ll soon see first results.

Prospective guests will appreciate your help. They will feel you understand them, and their interest in your hotel increases. Visitors stay longer on your website, your ranking improves, and search engines will find you more easily and more often. This results in more traffic to your hotel website, which brings you more bookings and more sales.

Sounds too easy?

Well, once you sit down to write your first blog post, you’ll see that there is a bit of work involved… The good news is, the more often you do it, the easier and faster it gets!

And once you’ve overcome this initial hurdle, you’ll see that marketing can even be fun! Creative juices flow and great ideas pop up.

Check it out for yourself:

5 brilliant hotel ideas that draw attention

.A great offer

Sometimes an unusual offer gets people to have a closer look.

The Evian Resort Hotel Royal in France, for example, has “forest bathing” on offer. A kind of meditation in the forest to unleash the healing powers of nature. A fascinating concept that originally came from Japan.a

Hotel Royal has positioned itself as a place of luxury and excellence, but it’s their forest therapy that pulls visitors in and gets their interest.

Get noticed by the press:

Virgin Hotels does a fabulous job doing this . They get mentioned regularly. From Travel Magazines to the New York Times – Upbeat and sassy,  Virgin Hotels know Journalists love good stories and are always on the lookout for material…

Use famous brands and set the scene for your hotel

The Hotel Imperial in Vienna had a wonderful idea. Vienna stands for the Vienna Philharmonic, Waltz and the State Opera. Terms that immediately evoke lovely images, feelings and ideas. So, Hotel Imperial made one soloists of the Vienna State Ballet dance to waltz music through the hotel and introduce the premises.

A video that beautifully sums up everything the Imperial stands for …


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Turn something familiar into something special

Events in your city and the surrounding area are always hot topics, but being different matters. Instead of talking about the usual tourist places and events, have a different chat with your ideal guests:

  • Do you know who is currently visiting Seattle?”
  • “What bizarre exhibition takes currently place in Soho?”
  • “Have you ever sat under that old oak tree by the entrance?” and then tell them a delightful story ….

Or how about inviting well-known personalities or people with interesting backgrounds for a get-together? Discuss engaging and riveting topics and make it real special.

Fascinate your guests and allow them a look behind the scenes

Even the posh Ritz Carlton does it: “We are no different from anybody else” is the message and it helps create trust and connection. Visitors have the feeling that they “know” the Ritz a little better. The result? They come across as less aloof and distant and people connect easier.


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Mingle with interesting people and talk about it 

Hotels G has come up with a brilliant concept: “Events around the globe” targets the interests of their audience: design, fashion, music, and culture. They are meeting with influencers around the world to inspire and educate their target audience.

This concept also works offline: Invite well-known personalities of the city to a get-together with guests and discuss topics that interest your target group? In real time, what is currently having great virtual success with the new Clubhouse app. Where people from a wide variety of backgrounds meet and have highly interesting discussions.

Insider tips

So you can get everyone. We all want to have “authentic experiences” and meet “the people” behind the showcase facade. Tips on your favorite hangouts, restaurants or a very special bar are worth their weight in gold in the eyes of your guests. The problem is, of course, when too many people know about it, the insider tip is quickly no longer …

But it is often enough to give the other person the feeling that there is something very special here. If you put your dream guest at the center of these considerations, then you are sure to come up with some great ideas very quickly which would make him or her happy.

You have to work on partnerships and friendships – on those with potential guests too!

If you regularly upload good content, you will be found, because search engines only want one thing: to offer their users high-quality content.
Every post you upload helps you reach more people in the process. With the right content, you can turn your target audience into a fan base, and then selling is not that difficult  after all…

It’s well worth the effort.

Want to know how to get attention and more direct bookings?

Here are my tips for more sales on your hotel website: