Ian Miller, search director at Crafted, said: “The internet makes it easy for travellers to find and book hotels, but if the majority of the Google results are filled with links to comparison sites, consumers are more likely to book via these third parties. “OTAs often have large media budgets, expansive digital marketing teams and a strong brand presence. Although it would be difficult to play these sites at their own game, independent hotels can use their agility and unique offerings to outwit them, with the right digital strategy in place.” Crafted has released a free practical guide to help independent hoteliers become more visible in Google searches. It advises them to use tools such as Google + Local, mentions on other websites such as directories and blogs, and customer reviews to optimise organic search results. Get the full story at BigHospitality and Crafted