The moment a guest leaves your booking flow, there's a good chance they'll compare your hotel against dozens of others.

Hotel marketing has never been more complicated. Today, travellers discover hotels in dozens of different ways.

Your hotel doesn’t need to show up everywhere, but it does need to create multiple paths that lead guests to your hotel before they ever open an OTA.

Today, travellers are asking questions, instead of searching for keywords. Instead of scrolling through ten blue links, they're opening ChatGPT, Google's AI Overviews, or Gemini.

Ask most boutique hotel owners where they get new guests, and the answer is often the same. Expedia. Booking.com. Maybe Airbnb.

When most boutique hotel owners think about SEO, they picture keywords, page titles, and Google rankings. While those things certainly matter, that misses the bigger opportunity.

For many independent hotels, OTA commissions are simply viewed as a cost of doing business.

For many boutique hotels, Expedia and Booking.com feel like a necessary part of doing business. And to some extent, they are.

Expedia and Booking.com have changed how travellers discover hotels. For boutique hotels, that's both a blessing and a curse.