Many hoteliers still see SEO as a single, catch‑all strategy. In reality, the gap between traditional SEO and local SEO has never been wider—and for hotels, that distinction is crucial. Traditional SEO builds visibility on a broad scale, but local SEO connects your property with travellers who are ready to book right now. In this article, we’ll explore how the two approaches differ, why 2025 demands a local‑first mindset, and what the future holds for hotel search visibility.
Traditional SEO in Hospitality
Traditional SEO focuses on ranking for broad, often national or global search terms. Think phrases like “best luxury hotels in Europe” or “top honeymoon destinations worldwide.” These keywords attract plenty of search volume, but competition is fierce—usually dominated by OTAs and global chains. For independent hotels, investing heavily in traditional SEO often results in low ROI because traffic is less targeted and intent is weaker.
The Rise of Local SEO for Hotels
Local SEO, on the other hand, prioritises location‑specific, intent‑driven searches. Travellers rarely type “best hotel in the world”—they search “boutique hotel near Covent Garden” or “budget hotel near Heathrow Airport.” These queries are high‑intent, often mobile, and made close to the booking decision.
Local SEO strategies are what help hotels secure visibility in Google’s Local Pack, Maps results, and “near me” searches. For most hotels in 2025, this is where the majority of direct booking opportunities lie.
See Google’s guidance on local ranking factors here: https://support.google.com/business/answer/7091
Key Differences Between Traditional and Local SEO
| Aspect | Traditional SEO | Local SEO |
| Keywords | Broad / national | Location‑specific / “near me” |
| Competition | OTAs, global brands | Local rivals |
| Visibility | SERPs (organic listings) | SERPs + Maps Pack + GBP |
| Conversion Intent | Lower | High (ready‑to‑book) |
| ROI for Hotels | Lower for independents | Higher, especially locally |
Why 2025 and Beyond Demands a Local‑First Strategy
- Mobile dominance: Most hotel searches happen on mobile devices, often within 24 hours of booking.
- Voice search growth: Queries like “find a hotel near me with parking” are becoming common.
- AI‑driven results: Google’s algorithms increasingly prioritise hyperlocal, personalised results.
Looking forward, hotels that fail to invest in local SEO will fall behind, as travellers expect personalised, immediate options at their fingertips.
Building a Hybrid Strategy
This isn’t to say traditional SEO has no place. Destination guides, inspirational blogs, and “top 10” style articles still build awareness. However, to secure bookings, local SEO must take priority. Smart hotels blend the two:
- A destination blog draws travellers in.
- A local landing page ensures visibility for “hotel near [landmark].”
- Together, they build awareness and capture bookings.
Formula’s approach is to help hotels build hybrid strategies that combine the reach of traditional SEO with the conversion power of local.
Conclusion
Traditional SEO raises awareness, but local SEO drives direct bookings. As 2025 unfolds, and with search increasingly mobile, local, and voice‑driven, hotels must adopt a local‑first strategy to stay competitive. Those that master local SEO now will lead in the next era of high‑intent hotel search.
Work with Formula to future‑proof your SEO strategy. Explore our Ultimate Local SEO Checklist for Hotels here: https://thisisformula.com/the-ultimate-local-seo-checklist-for-hotels-in-2025/
