How to Optimize Your Hotel Website for Voice Search: A Guide for Business Owners and Executives
Voice search is rapidly becoming one of the most popular ways for people to search online. In fact, a study by PwC reveals that 71% of people prefer voice search over typing on a keyboard or touchscreen. This shift in how people search has significant implications for businesses, particularly for those in the hospitality industry, like hotels. As consumers increasingly turn to voice search to find products and services, it’s crucial that hotels optimize their websites for this emerging trend.
In this article, we’ll explore how hotels can optimize their websites for voice search, providing valuable case studies, statistics, and actionable strategies. Whether you’re a business owner or a corporate executive in the hospitality industry, these insights will help you stay ahead of the curve.
Why Voice Search Matters for Hotels
The growing popularity of voice search presents both a challenge and an opportunity for businesses. As more people use voice-activated devices like smartphones, smart speakers, and virtual assistants (Siri, Alexa, Google Assistant), the way people search for information is changing. Voice searches are generally more conversational and longer than traditional typed searches, and they are often used to find specific, local information.
For hotels, this means adapting your digital strategy to ensure your website and content are easily discoverable through voice queries. From improving your Google My Business (GMB) listing to implementing structured data, there are several key areas that need attention. Let’s dive deeper into these strategies.
1. Understand the Language Used by Your Guests
The first step in optimizing your hotel’s website for voice search is to understand the language your potential guests use when speaking. Voice searches tend to be longer, more natural, and more conversational than typed searches. For example, while someone may search “hotel near me” when typing, they may ask a voice assistant, “What’s the best hotel for families in downtown Seattle?”
This shift in search behavior means your website should be optimized for long-tail keywords and natural phrases that guests are likely to use in voice searches. Instead of using short, generic keywords like “hotel rooms,” focus on more specific and detailed queries. Examples include:
- “Pet-friendly hotel rooms in downtown Seattle”
- “Best hotels for business travelers in New York”
- “Affordable hotels with ocean views in Miami”
By targeting these longer, more conversational search terms, you’ll improve your chances of appearing in voice search results.
2. Optimize Your Google My Business (GMB) Listing
Your Google My Business (GMB) listing is one of the most critical tools for improving your hotel’s visibility in local searches. Since many voice searches focus on finding local businesses, having a complete and accurate GMB profile is essential. A well-optimized GMB listing can help ensure your hotel shows up in local voice search results.
Make sure your GMB profile includes:
- Accurate business details: Address, phone number, website URL, and business hours
- Up-to-date photos: High-quality images of your hotel, amenities, and rooms
- Customer reviews: Encourage happy guests to leave positive reviews, as these can significantly influence your visibility in voice search
- Keywords in your description: Use relevant keywords naturally to help Google understand your business better
By optimizing your GMB listing, your hotel will be more likely to show up in voice search results when people ask for specific local recommendations.
3. Create FAQ Pages for Voice Search Optimization
A powerful way to optimize your hotel’s website for voice search is by creating a Frequently Asked Questions (FAQ) page. People often use voice search to ask specific questions, and having an FAQ page with natural language and long-tail keywords can help your hotel appear in these searches.
For instance, instead of simply using the keyword “hotel amenities,” consider creating a question like:
- “What amenities are available at your pet-friendly hotel in Seattle?”
- “Do you offer free Wi-Fi at your downtown hotel?”
Including these types of questions and answers on your website can increase the chances of your hotel appearing in voice search results. Be sure to focus on long-tail, conversational queries that align with how guests naturally speak.
4. Focus on Mobile Optimization
Since most voice searches occur on mobile devices, ensuring your hotel’s website is optimized for mobile is essential. A mobile-friendly website not only enhances user experience but also plays a significant role in voice search rankings.
Here are a few tips for improving mobile optimization:
- Ensure fast loading times: Slow websites can lead to high bounce rates, so aim for a fast, responsive site.
- Simplify navigation: Make sure your website is easy to navigate on smaller screens. Focus on a clean, intuitive layout.
- Responsive design: Ensure your website adapts well to different screen sizes, from smartphones to tablets.
Google’s Mobile-Friendly Test tool can help you determine if your hotel’s website is optimized for mobile. If it’s not, consider working with a web developer to make the necessary improvements.
5. Use Structured Data Markup
Structured data markup is a way of providing additional information to search engines about your hotel’s website content. This extra layer of detail helps search engines understand your content better, which can increase your visibility in search results.
One of the best ways to leverage structured data is by using Schema markup. This type of code provides search engines with detailed information about things like your hotel’s location, amenities, and room availability.
By using structured data, you can increase the chances of your hotel being featured in featured snippets—those helpful boxes that show up at the top of Google search results. These snippets are frequently used in voice search responses, so being featured can significantly increase your hotel’s visibility.
Case Study: Marriott International
Marriott International, a global leader in hospitality, has seen significant benefits from optimizing its website for voice search. One of the key strategies Marriott implemented was creating dedicated FAQ pages for each of its hotels. These pages provide guests with the most common questions about hotel amenities, booking processes, and local attractions.
Marriott also optimized its Google My Business (GMB) listings to include detailed information, customer reviews, and accurate location details. By doing so, the company ensured that its properties showed up in local voice searches when guests were looking for hotels in specific locations.
Results: After implementing these strategies, Marriott saw a notable increase in both website traffic and bookings. The company’s efforts to optimize its website for voice search helped it stay competitive in an increasingly digital marketplace.
Case Study: Hilton Worldwide
Hilton Worldwide, another major player in the hospitality industry, also embraced voice search optimization to improve the guest experience. Hilton used structured data markup to provide search engines with detailed information about each of its hotels, such as room availability, amenities, and customer ratings.
Additionally, Hilton focused on mobile optimization, ensuring its website was responsive and easy to navigate on smartphones and tablets. By providing a seamless mobile experience, Hilton improved its chances of showing up in voice search results when guests asked for hotel recommendations on their phones.
Results: Hilton’s voice search optimization efforts resulted in a significant boost in both website traffic and bookings, helping the brand stay ahead of competitors in the digital space.
Key Statistics on Voice Search
To highlight the importance of voice search, consider these compelling statistics:
- 50% of all searches will be voice searches by 2022 (Comscore)
- 71% of people prefer using voice search over typing (PwC)
- 58% of consumers have used voice search to find local business information in the past year (Google)
- 27% of consumers use voice search weekly to find local business information (BrightLocal)
Conclusion: Voice Search Optimization is Essential for Hotels
Optimizing your hotel’s website for voice search is no longer optional—it’s a necessity. As voice search continues to grow in popularity, it’s vital for hotels to adapt and ensure their online presence is optimized for this shift in user behavior. By implementing strategies like optimizing for long-tail keywords, improving your Google My Business listing, creating FAQ pages, and using structured data, you can ensure your hotel is discoverable in voice search results.
Voice search is not a one-time task; it requires ongoing effort and adaptation. As technology evolves, so will the way people use it. By staying ahead of these trends, you can position your hotel for success in the digital marketplace.
Take action today—optimize your hotel’s website for voice search and increase your chances of attracting more guests. If you need assistance or want to discuss a customized strategy for your hotel, reach out to Ikonik Digital at [email protected]. We’re here to help you stay ahead of the competition and drive your business forward.
