Keywords are the foundation of any successful hotel marketing strategy. The right keywords can significantly impact your online visibility, drive qualified traffic to your website, and ultimately increase bookings. This comprehensive guide presents the most effective hotel keywords for 2024-2025, organized by category, along with search volumes, competition levels, and strategic implementation advice.
1. High-Volume Generic Hotel Keywords
These broad terms have massive search volumes but extremely high competition, making them challenging for independent hotels to rank for organically.
| Keyword | Global Monthly Search Volume | Competition |
| hotel | 151,000,000 | High |
| hotels | 151,000,000 | High |
| booking | 37,200,000 | High |
| hotels near me | 11,100,000 | High |
| resorts | 1,220,000 | Medium |
| motels | 5,000,000 | Medium |
| accommodation | 1,220,000 | Medium |
Strategy Note: While these keywords have high search volumes, they typically demonstrate lower conversion rates due to their broad nature. These terms are often best targeted through paid advertising campaigns rather than organic SEO efforts for most properties.
2. Brand-Based Hotel Keywords
These keywords include specific hotel chain names and have high search intent but are primarily valuable for the branded properties themselves.
| Keyword | Global Monthly Search Volume | Competition |
| marriott | 2,740,000 | Medium |
| hilton | 2,740,000 | Medium |
| holiday inn | 2,740,000 | Medium |
| best western | 1,220,000 | Medium |
| hampton inn | 1,220,000 | Medium |
| travelodge | 2,240,000 | Medium |
| premier inn | 3,350,000 | Medium |
| marriott bonvoy | 1,000,000 | Medium |
| booking extranet | 823,000 | Medium |
| hilton garden inn | 4,090,000 | Medium |
Strategy Note: Independent hotels should focus on their own brand name keywords to capture direct searches, while hotel chains should ensure consistent branding across all properties.
3. Location-Based Keywords
These location-specific terms typically have strong conversion potential and are essential for local SEO.
| Keyword Pattern | Example | Competition |
| hotels in [city] | hotels in new york | Medium-High |
| [city] hotels | london hotels | Medium-High |
| hotels near [landmark] | hotels near times square | Medium |
| [neighborhood] hotels | manhattan hotels | Medium |
| [city] accommodation | paris accommodation | Medium |
| hotels in [city] center | hotels in rome center | Medium |
| [city] boutique hotels | chicago boutique hotels | Medium |
| hotels near [airport] | hotels near JFK airport | Medium |
| [city] hotel deals | las vegas hotel deals | Medium |
| hotels near [venue/event] | hotels near coachella | Medium-Low |
Strategy Note: According to Kollective1, location-based keywords combined with your brand name (e.g., “Aphrodite Hotel Athens”) are often the most effective for independent hotels, as they have strong conversion intent and reasonable competition levels.
4. Amenity-Based Keywords
These keywords focus on specific hotel features and amenities that potential guests are seeking.
| Keyword Pattern | Example | Competition |
| hotels with [amenity] in [location] | hotels with rooftop pool in miami | Medium-Low |
| [location] hotel with [amenity] | chicago hotel with free breakfast | Medium-Low |
| pet friendly hotels in [location] | pet friendly hotels in san diego | Medium |
| [location] hotel with spa | bali hotel with spa | Medium |
| hotels with [amenity] near [landmark] | hotels with gym near central park | Low |
| [location] hotels with free parking | boston hotels with free parking | Low |
| [location] hotels with kitchen | orlando hotels with kitchen | Low |
| hotels with [amenity] for [occasion] | hotels with jacuzzi for anniversary | Low |
| [location] hotels with [family feature] | orlando hotels with kids club | Low |
| eco-friendly hotels in [location] | eco-friendly hotels in costa rica | Low |
Strategy Note: TravelBoom Marketing2 suggests that amenity-based keywords are particularly effective for independent hotels because they can help you differentiate from competitors by highlighting your unique offerings.
5. Experience-Based Keywords
These keywords focus on the type of experience travelers are seeking and often have high conversion potential.
| Keyword Pattern | Example | Competition |
| romantic hotels in [location] | romantic hotels in paris | Medium |
| luxury hotels in [location] | luxury hotels in dubai | Medium-High |
| boutique hotels in [location] | boutique hotels in barcelona | Medium |
| family-friendly resorts in [location] | family-friendly resorts in cancun | Medium |
| all-inclusive hotels in [location] | all-inclusive hotels in jamaica | Medium |
| budget hotels in [location] | budget hotels in bangkok | Medium |
| historic hotels in [location] | historic hotels in boston | Low-Medium |
| charming hotels in [location] | charming hotels in tuscany | Low |
| unique hotels in [location] | unique hotels in kyoto | Low |
| authentic [location] hotel experience | authentic bali hotel experience | Low |
Strategy Note: According to SEOpital3, experience-based keywords often have higher conversion rates because they target travelers with specific intentions and preferences.
6. Booking-Intent Keywords
These high-conversion keywords indicate users who are close to making a booking decision.
| Keyword Pattern | Example | Competition |
| book [hotel name] | book hilton new york | Medium |
| [hotel name] reservations | marriott boston reservations | Medium |
| [location] hotel deals | miami hotel deals | High |
| best hotel deals in [location] | best hotel deals in las vegas | High |
| cheap hotels in [location] | cheap hotels in london | High |
| last minute hotels in [location] | last minute hotels in sydney | Medium-High |
| [location] hotel discounts | new orleans hotel discounts | Medium |
| hotel offers in [location] | hotel offers in dubai | Medium |
| [location] hotel promo code | las vegas hotel promo code | Medium |
| best rates [hotel name] | best rates four seasons | Medium |
Strategy Note: According to RedFork Marketing4, booking-intent keywords are particularly valuable as they target users who are in the final stages of the purchase decision process, making them more likely to convert.
7. Seasonal and Event-Based Keywords
These keywords target travelers planning trips around specific seasons, holidays, or events.
| Keyword Pattern | Example | Competition |
| [location] hotels for [holiday] | new york hotels for christmas | Medium |
| [event] hotels | super bowl hotels | High (seasonal) |
| [location] hotels in [season] | paris hotels in summer | Medium |
| [location] hotels for [occasion] | las vegas hotels for wedding | Medium |
| ski hotels in [location] | ski hotels in aspen | Medium |
| beach hotels in [location] | beach hotels in cancun | Medium-High |
| [location] hotels during [event] | edinburgh hotels during fringe festival | Medium |
| [location] hotels off-season | venice hotels off-season | Low |
| [location] hotels for [activity] season | colorado hotels for ski season | Medium |
| [holiday] hotel packages in [location] | valentine’s day hotel packages in paris | Medium |
Strategy Note: Seasonal keywords have fluctuating search volumes throughout the year, so it’s important to plan content and campaigns in advance of peak search periods.
8. Trending and Post-Pandemic Keywords (2024-2025)
These keywords reflect current travel trends and post-pandemic concerns.
| Keyword Pattern | Example | Trend Status |
| [location] hotels with remote work facilities | miami hotels with remote work facilities | Rising |
| hotels with [health/safety feature] | hotels with enhanced cleaning protocols | Stable |
| bleisure hotels in [location] | bleisure hotels in chicago | Rising |
| sustainable hotels in [location] | sustainable hotels in costa rica | Rising |
| wellness retreats in [location] | wellness retreats in arizona | Rising |
| [location] hotels with EV charging | seattle hotels with EV charging | Rising |
| contactless check-in hotels in [location] | contactless check-in hotels in tokyo | Stable |
| hotels with flexible cancellation in [location] | hotels with flexible cancellation in london | Stable |
| digital nomad friendly hotels in [location] | digital nomad friendly hotels in bali | Rising |
| pet-friendly hotels with [amenity] in [location] | pet-friendly hotels with dog park in denver | Rising |
Strategy Note: According to Canary Technologies5, wellness, sustainability, and tech-enabled experiences continue to be growing trends in hotel searches for 2024-2025.
9. Mobile-Specific Keywords
These keywords are frequently used by travelers searching on mobile devices, often with immediate booking intent.
| Keyword Pattern | Example | Competition |
| hotels near me | hotels near me | High |
| hotels near [current location] | hotels near times square | High |
| [location] hotels tonight | chicago hotels tonight | Medium |
| last minute hotel deals | last minute hotel deals | High |
| book hotel now | book hotel now | Medium |
| hotels open now | hotels open now | Medium |
| cheap hotels nearby | cheap hotels nearby | Medium |
| hotel app booking | hotel app booking | Medium |
| best hotel booking app | best hotel booking app | Medium |
| hotel mobile deals | hotel mobile deals | Low-Medium |
Strategy Note: Mobile search keywords often indicate immediate intent and should be prioritized for hotels with mobile-optimized booking processes.
10. Long-Tail Hotel Keywords
These highly specific phrases have lower search volumes but much higher conversion rates and lower competition.
| Keyword Pattern | Example | Competition |
| [location] hotels with [very specific amenity] | miami hotels with rooftop infinity pool | Low |
| hotels near [specific landmark] with [amenity] | hotels near eiffel tower with balcony view | Low |
| [hotel type] in [specific neighborhood] with [amenity] | boutique hotel in soho with free breakfast | Low |
| [location] hotels for [specific traveler type] | bali hotels for digital nomads | Low |
| pet friendly hotels in [location] that allow [pet type] | pet friendly hotels in denver that allow large dogs | Low |
| [location] hotels with shuttle to [specific place] | orlando hotels with shuttle to disney | Low |
| [location] hotels with [room feature] and [amenity] | san francisco hotels with bay view and hot tub | Low |
| [budget level] hotels in [location] near [landmark] | affordable hotels in rome near vatican | Low |
| [location] hotels suitable for [specific need] | london hotels suitable for wheelchair users | Low |
| [occasion] hotels in [location] with [special feature] | honeymoon hotels in santorini with private plunge pool | Low |
Strategy Note: According to The Digital Travel Expert6, long-tail keywords are particularly valuable for independent hotels as they allow you to compete on specific niches rather than broad terms dominated by OTAs and major chains.
Implementation Strategies
1. Keyword Research Best Practices
- Use Multiple Tools: Combine data from Google Keyword Planner, SEMrush, Ahrefs, and Moz Keyword Explorer to get comprehensive keyword insights.
- Analyze Competitor Keywords: Identify which keywords your successful competitors are ranking for and look for opportunities to target similar or related terms.
- Consider Search Intent: Understand what users are actually looking for when they use specific keywords and ensure your content matches their intent.
- Assess Competition Levels: According to Kollective1, perform an “eyeball test” on search results to quickly gauge competition levels – if you see mostly large OTAs and major chains, the keyword may be too competitive.
- Check Seasonal Trends: Use Google Trends to identify seasonal fluctuations in keyword popularity to plan content and campaigns accordingly.
2. Keyword Mapping Strategy
- Primary Target Pages: Assign your most valuable keywords to key landing pages (homepage, rooms page, location page, etc.).
- Secondary Keywords: Use related keywords and variations throughout the content to enhance the semantic relevance of your pages.
- Blog Content Strategy: Create blog posts targeting long-tail keywords that may be too specific for your main navigational pages.
- Local SEO Integration: Ensure your Google Business Profile is optimized with relevant keywords for your location and services.
- Structured Data Implementation: Use schema markup to help search engines better understand your content and potentially enhance your search listings.
3. Measuring Keyword Performance
Track these key metrics to evaluate the effectiveness of your keyword strategy:
- Organic Traffic: Monitor increases in visitors from organic search results.
- Conversion Rate: Track the percentage of visitors who complete a booking after arriving via specific keywords.
- Bounce Rate: Analyze whether visitors from certain keywords leave your site quickly (indicating poor search intent match).
- Average Position: Track your ranking positions for target keywords over time.
- Click-Through Rate (CTR): Measure the percentage of users who click on your listing when it appears in search results.
Conclusion
The most effective hotel keyword strategy combines high-volume terms (for broader visibility) with specific long-tail keywords (for conversion) across various categories that match your property’s unique offerings. By focusing on the keywords that align with your hotel’s strengths and the specific needs of your target audience, you can maximize your online visibility and drive more direct bookings.
Remember that keyword strategy should evolve with changing travel trends, seasonal patterns, and competition levels. Regular review and refinement of your keyword targets will help ensure continued success in your digital marketing efforts.
Sources:
- Keysearch7
- SEOpital3
- Kollective1
- TravelBoom Marketing2
- The Digital Travel Expert6
- RedFork Marketing4
- Canary Technologies5
- MarketKeep8
- WordStream9
