The OTA Trap
Booking.com and Expedia are great for visibility, but they charge 15-25% commission. For a hotel with €500,000 in revenue, that's €75,000 - €125,000 given away every year.
The Power of "Near Me" Searches
When potential guests search for "hotel in [City Name]", Google Maps results appear first. If you aren't in the "Local Pack" (top 3 results), you are invisible to a huge chunk of high-intent traffic.
Strategies for Dominance
1. Google Business Profile (GBP) Optimization
Your GBP is your new homepage. Fill it out completely. Post updates. Upload high-quality photos regularly.
2. Review Management
Reviews are a ranking factor.
- Ask for reviews: Automate email requests upon checkout.
- Respond to everything: Show that you care about guest feedback.
3. Local Citations
Ensure your Name, Address, and Phone number (NAP) are consistent across the web.
The Result: Direct Bookings
By ranking high on local search, you drive traffic directly to your website. With a good booking engine, you capture these guests commission-free.