In the travel and accommodation industry, reputation is built on guest experience, but even glowing reviews will not fill rooms if people cannot find you online. When travellers search for a hotel, resort, or holiday rental, they head straight to Google. They compare a handful of options, maybe read some travel blogs but usually choose from the top results rather than from deeper pages.
SEO for Travel & Accommodation services puts your property in that mix. It drives a consistent flow of guests, increases bookings, and turns your website into a revenue channel, not just a digital brochure.
Travellers rarely just type “hotel near me.” Their searches are usually tied to the experience or location they want, like “beachfront hotel Byron Bay,” “family resort Gold Coast,” or “budget accommodation Melbourne CBD.” The question is, when those searches happen, does your property appear as one of the options they’ll seriously consider?
A strong local SEO strategy makes sure you show up in the destinations and categories that matter most to your business. By targeting the right suburbs, regions, or landmarks, you keep your property visible to the travellers you actually want to attract, filling rooms with qualified bookings without relying on paid clicks.
For hotels, resorts, and holiday rentals, your Google Business Profile is the digital version of your front desk. Many travellers make their decision straight from the Map Pack, comparing photos, reviews, and availability before they even click through to your website.
SEO for Travel & Accommodation services makes sure your profile is the first impression that counts. We set it up properly with accurate details, the right categories, and clear hours, along with high-quality photos that showcase your property. We also help you collect and respond to reviews quickly, as well as keeping posts and FAQs updated. The result? Guests see your property as trustworthy, welcoming, and ready to book before they even reach the region.
When a traveller clicks through from Google Maps, they expect to land on a page that mirrors exactly what they searched for, whether it’s “Luxury Hotel Sydney Harbour” or “Pet-Friendly Accommodation Brisbane.” If someone is looking for a honeymoon suite in Cairns, a catch-all “Rooms” page won’t hold the specifics they’re looking for. They want a page that goes into detail about that suite, shows photos, makes it easy to check availability, and paints a clear picture of what their experience could look like.
We help create dedicated landing pages for each of your offerings, whether that’s family rooms, luxury suites, budget-friendly stays, or group packages. Each page is carefully structured to align with real search intent, using location-specific keywords and content that answers common questions.
Combined with photos, guest testimonials, and clear calls to action, these pages do will rank well on google but also turn interest into direct bookings, giving your property a stronger edge over booking platforms and competitors.
Travellers often spend weeks researching before they make a decision. They’re asking questions like “best things to do in Noosa,” “how to get from Sydney airport to Bondi,” or “where to stay in the Hunter Valley for wineries.” If your website provides clear answers, you become the authority they look for.
Content like destination guides, travel tips, or case studies of past guest experiences also tells Google that your site is an expert in the space and your audience that you are an honest source. The more your site covers the topics travellers care about, the more likely you are to rank higher, and the more likely people are to book with you directly instead of going through an ordinary online travel agency.
In travel, where competition is fierce and trust drives bookings, credibility doesn’t stop at your own website. When respected sources like tourism boards, travel magazines, or popular blogs link back to your property, it sends a clear signal to travellers that your accommodation is a trusted choice. These quality backlinks show that others in the industry vouch for you and have already vetted your experience, which helps you rank above competitors who rely only on their own content.
We focus on securing these backlinks for you, from listings on destination websites, features in travel articles, or collaborations with local attractions and operators. These improve your authority with Google, but also drives referral traffic from people already planning a trip to your area.
Most travellers are browsing on mobile while planning on the go. If your site takes too long to load, looks messy on a phone, or makes it hard to find the booking button, they’ll move on to a competitor in seconds.
We handle the technical side so your site performs smoothly. That includes fixing broken links, setting up redirects, ensuring Google can index your content properly, and making your site lightning-fast on mobile. We also design clean internal linking, so guests can easily move from a blog post to a room page to the booking engine without friction. The result: a site that stays ahead in Google and keeps guests engaged long enough to book.
What is SEO, and why do travel and accommodation businesses need it?
SEO, or Search Engine Optimisation, is the process of improving your website so it ranks higher in Google. For travel and accommodation, this means being found when travellers search for hotels, resorts, or rentals in your area. The higher you rank, the more bookings you win.
How long does it take to see results from SEO for Travel & Accommodation?
SEO usually takes a few months to show strong results. Rankings and bookings grow over time as Google recognises your site’s authority. Unlike paid ads, SEO continues to generate direct bookings long after the initial work is done.
What are the key SEO strategies for travel and accommodation?
The most effective strategies include optimising your Google Business Profile, building destination or room-specific landing pages, creating travel-related content, earning external links from trusted travel sites, and ensuring your website is fast and mobile-friendly.
How does local SEO benefit travel and accommodation businesses?
Local SEO ensures your property appears when travellers search for accommodation in a specific destination or near a landmark. By optimising your Google profile and building local landing pages, you increase your visibility in Maps — where most travellers make their decision — and drive direct bookings.
Tom Galland — Founder of SEO Growth
Trusted by 100+ growing brands across Australia