More Direct Bookings, Less Budget
What % of independent hotels update their website content each year?
a) 35%
b) 45%
c) 55%
It's b). Only 45% of independent hotels update their website regularly.
I think I stopped breathing when I first read this stat.
Half of hotel websites have;
outdated information
irrelevant promotions
and pages that aren’t optimized to turn lookers into bookers.
If I were to guess, these may be the same hotels pouring money into the OTA pockets.
Why do you think that is?
After a few discussions with hoteliers, I've found the primary reason.
They think they lack time and money.
So they do nothing.
This leads to lost bookings and profit.
It also means spending more time on the hamster wheel of OTA dependency.
Too many hoteliers feel stuck.
Over my 10+ years in hotels, I learned an important lesson that helped me escape the "stuck in a rut."
Lesson 👉 Constraint leads to creativity.
I’ve been where you are—small budget, limited time, little to no marketing team.
You can waste time and money on strategies that sound great, but come up short.
Or, you can get creative, find what works, and double down.
Today, I’m sharing 2 BIG myths that keep hoteliers wondering instead of winning online.—plus fast-action steps you can take in 15 minutes or less.
Before we dive in, let's set the stage.
How hotels are being found online is changing.
SEO was all about using the right keywords. Remember that? Traditional SEO was the key to unlocking higher ranking with search engines. Now, with AI and social media platforms, SEO means Search Everywhere Optimization.
It's about boosting your chances that people discover your hotel through your content on different platforms.
Today, I am talking about content like blog articles and website landing pages.
Myth #1: Creating New Content Is Best
Many hoteliers and marketers think they need to produce more and more content.
🚫 Not true.
Your existing content has authority. It only needs a refresh.
**The chart below shows that Google prefers refreshed pages over brand-new ones.
Look at that 41%+ growth from just updating your content.
Here's how to refresh content to generate revenue.
✅ Remove outdated time references.
✅ Add fresh images or a short video.
✅ Update keywords based on what guests are searching for now.
✅ Add an FAQ section answering real guest questions. (most important tip)
✅ Reformat for readability (short paragraphs, bullet points, clear calls to action).
🚀 Fast action tip: Copy & paste your website content into ChatGPT or your favorite AI tool.
Use the prompt below.
📝 ChatGPT Prompt:
"This website copy needs a refresh to better meet the reader's needs. The reader is looking for [insert reader's intent]. Include the keyword [insert keyword] and related long tail keywords associated with my hotel [insert hotel name] and the top 5 frequently asked questions related to the keywords. Organize the page content for easy reading. Use headings and include calls to action to [another url /page of the website]."
Voila, fresh content ready to bring in more conversions.
Myth #2: Blogs Are Dead
Has your hotel's blog been left to die a slow digital death?
Maybe you've never had a blog because you've been told, "Blogs are so 2010."
Or even "We don't have time for that."
It's time to make time and reconsider blogs and articles as key revenue drivers.
Who loves blogs?
AI overviews, ChatGPT results, search engine results, and snippets, that's who.
Blog content helps attract organic traffic that has a high intent to book.
How to make blogs work for your hotel:
✅ Pick topics your guests actually care about - answer a question.
✅ Write in a Q&A format (it’s easier for search engines & readers).
✅ Embed videos to boost engagement and rankings.
✅ Refresh old blogs with updated information and keywords.
🚀 Fast action tip: Write a 750-word blog article today.
📝 ChatGPT Prompt:
"Write a blog post about [main topic] that helps guests [reader intent] while staying at [hotel] in [hotel location]. Use the keyword [keywords] naturally throughout the post.
Structure the blog for easy readability, using:
A compelling, curiosity-inducing introduction that engages the reader.
Clear headings to break up sections.
Answers to the top 5 frequently asked questions related to the topic.
Helpful tips or insights to enhance the guest experience.
A strong call to action that encourages direct bookings, inquiries, or engagement.
Ensure the tone is welcoming, informative, and aligned with the hotel's brand voice. If relevant, include links to helpful resources, local attractions, or hotel amenities.
Reminder: Edit all ChatGPT or AI responses to be more human, natural language.Include insider tips and information so Google doesn't penalize you for only using AI.
You Don’t Need a Big Budget—Just a Smart Strategy
Your website should be your #1 booking engine.
Your content should be working for you, driving traffic and direct revenue.
For extra leverage, use your blog content to generate posts for social media, send blog links to partners, and include blog stories in newsletters.
These fast-action tips kick any excuse about time and budget to the curb.
It's a longer-term strategy with big payoffs over time.
Show your website some love, and you will receive the revenue rewards.
