Traffic Down? Bookings Flat? Fix it with a New Strategy
Raise your hand if this hits home.
You boosted your Google Ads and amped up social media.
You're checking your analytics and scratching your head.
Traffic is down.
Bookings are flat.
And now you're wondering…
What the heck is going on?
“Is it just me?”
Nope.
You're just using last year's map for this year's maze.
Here’s what no one wants to say (but you’re probably dying to hear):
More hustle and dollar bills spent doesn't mean more bookings.
Marketing has changed—and no one handed you the new rules.
And it has changed fast!
Here's what's going on:
Google organic traffic is down more than 25% for many hotel sites (thanks, AI overviews).
OTAs like Expedia and Booking.com are doubling down on AI and visibility
Booking.com pulled in $21B last year (up 25%).
Paid ads? The cost-per-click for travel has increased 19% in the past year,
but results? Not so much.
And everyone’s telling you to “do more” of what isn’t working.
And to complicate it even further, the headlines have it wrong.
SEO, Google ads, and paid social media ads are not dead.
Your marketing needs to recalibrate to how people search today.
And trying harder with the same playbook won’t cut it.
Because wasting money and time sucks.
And now that you know this? ...
You can start doing things differently.
Before we jump into that, you need to know what's changed and why.
Google's Former CEO, Larry Page, said this 21 years ago.
We are at this point, folks.
Before, it was mostly Google that you wanted to get found on.
Now, marketing must adjust to the new SEO - Search Everywhere Optimization.
Everything is a search engine.
Let that sink in - everything is a search engine.
AI tools like ChatGPT, Perplexity, YouTube, TripAdvisor, and social platforms help people find information.
AI is vacuuming up content across the web to deliver fast results in ChatGPT and AI agents.
The key is to give AI what it wants - high-quality content from various sources.
OK, now that we know that, let's dig in.
Here are 4 tips from the Revenue Roadmap I use to do just that and help hotels shift back into growth mode.
sidenote: The Revenue Roadmap is a marketing action plan. This plan helps hotels increase their online visibility and convert more lookers into bookers. I do all the front-end heavy lifting. In twenty-one days, you'll receive valuable insights and a quick wins plan. You can implement it yourself, or we can work on it together.
Back to the tips.
Tip #1 - Website Experience & Conversion
Stop
Accepting that 98.5% of your visitors leave your website without booking.
The industry norm for booking conversion is 1.5% - ugh.
Start
Making these high-impact improvements today:
Speed up your website - compressing and resizing your images is a great start.
Place a clear, obvious "Book Now" button on every page - don't make them search or scroll for it.
Include real guest reviews directly on your booking pages to build instant trust.
Use images that tell and sell near your booking button.
Evaluate what your website looks like on your phone.
Your guests’ experience begins the second they land on your site.
You have an average of 8 seconds to make it count.
Tip #2 will help with this, too.
#2 - Unignorable Content that Shows Up in AI Search
Stop
Creating keyword-stuffed posts and generic AI fluff.
It doesn’t work anymore - AI bots just skip it.
Start
Making helpful, local content that answers the real and specific questions guests ask.
Do this:
Write like you’re chatting at the front desk - clear, friendly, helpful.
Include FAQ sections on your website that address the page's topic or content.
Create social posts and website blogs with location-specific info guests care about.
Think: “3 cozy cafés near [your hotel]” or “8 easy winter hikes for beginners around [your town].”
#3 - Guest Reviews & AI Visibility
Stop
Treating reviews as just feedback, with delayed or generic responses.
Start
Using reviews strategically to show up in AI search results.
Do this instead:
Ask questions encouraging guests to mention specifics (breakfast, views, family-friendly).
Respond quickly, warmly, and with detail - person to person.
Reuse guests' exact words in your web and social content.
Turn popular review comments into short, helpful posts (e.g., “Top 3 spots our guests love near [your hotel]”).
AI loves to pull from review sites to recommend hotels.
#4 - Social Media That Builds Trust (and Bookings)
Stop
Posting only polished, generic images or pushing constant promotions.
Start
Sharing real, authentic glimpses into the guest experience.
Do it like this:
Post consistently about guest experiences and daily POVs from your hotel—not just sales.
Share real stories, guest highlights, and behind-the-scenes fun.
Like tip #2 - use your FAQs as content inspiration. Answer them in posts and videos.
Keep it warm, friendly, and totally relatable.
p.s. Get your hotel on Youtube!
Now, you might be thinking: “Christine, I know I need to do this. But when?”
Exactly.
You’re too busy running the hotel to dig into all this.
That's why I am starting something new - a Revenue Strategy Room.
Hoteliers are invited to join a free, 45-minute virtual strategy session. In the Revenue Strategy Room, we'll connect, learn, and talk through actionable marketing strategies (like the ones you’ve seen on LinkedIn or in the Bookings Boost) to help drive more direct bookings and grow revenue with confidence.
It’s where hoteliers get real strategy support and finally break through plateaus.
You don't have to figure this out alone.
Join me next month. Reply to this email and type "ROOM" in the subject line.
When the "room is ready," I will send you the details.
P.S. Marketing has changed. Don't put this in your "someday" pile.
Success rewards action, not intention.
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