Increasing Direct Bookings for Riverside Hotel
56% more direct bookings with targeted Google Ads and optimized local search.
Client
Riverside Hotel
Industry
Boutique Hotel & Event Venue
Service
SEO
|
PPC Ads
Date
Jun 4, 2025
Location
Austin, USA
Live Website
About the Client
Riverside Hotel is a boutique hotel offering premium accommodations, event hosting, and personalized services. While the hotel had strong occupancy through OTAs, direct bookings were low, leading to higher commission costs. Their goal was to increase direct bookings, reduce reliance on third-party platforms, and improve ROI from marketing efforts.
The Challenge
The hotel faced several challenges:
Heavy dependence on OTAs for reservations
Limited local SEO visibility for searches like “boutique hotel Austin”
Paid search campaigns targeting generic keywords with low conversion
No clear tracking for direct booking performance
High cost per direct booking compared to overall revenue
They needed a strategy to drive direct bookings efficiently while improving search visibility.
The Strategy
I implemented a combined SEO + PPC strategy focused on direct bookings and local visibility.
1. Local SEO Optimization
Optimized Google Business Profile and local citations
Targeted high-intent local keywords: “boutique hotel Austin,” “event venue downtown Austin”
Improved website meta titles, descriptions, and on-page content
Added structured data for hotel, rooms, and events
Goal: Increase organic visibility and attract booking-ready travelers.
2. Targeted Google Ads Campaigns
Created search campaigns focusing on high-intent keywords
Implemented retargeting for previous website visitors
Optimized ad copy highlighting direct booking perks (e.g., free breakfast, no OTA fees)
Connected campaigns to booking engine and conversion tracking
Goal: Generate more direct bookings at a lower cost per reservation.
3. Conversion Optimization & Tracking
Improved booking page design for clarity and speed
Simplified booking forms and mobile navigation
Added trust signals: guest reviews, awards, and local highlights
Set up detailed dashboards to track traffic, leads, and bookings
Goal: Maximize conversion rate from both organic and paid channels.
The Results
Within 4 months:
56% more direct bookings: Significant increase in reservations directly through the hotel website.
38% lower cost per booking: Optimized Google Ads and improved targeting reduced wasted ad spend.
+85% increase in local organic traffic: Enhanced local SEO drove more travelers searching for boutique accommodations in Austin.
Reduced OTA dependency: Higher direct bookings improved revenue and reduced commission costs.
