Trying to rank for that would be nice but is a waste of effort because it’s been snagged by Expedia, TripAdvisor, Booking.com and every other organization that spends billions of dollars yearly on digital marketing to drive traffic to their website. More importantly, it’s too generic. Even if you did rank for it, you would get a lot of traffic to your site, but you may not see the conversions you were hoping for. Here’s why… Your hotel has a story – unique attributes and reasons why consumers choose it. You know what those are better than anyone else. You hear it from your guests every day when they are checking in and out. You read it on surveys and from guest reviews on websites like TripAdvisor. You should be publishing hotel content online, and to your website specifically that focuses on these unique features and attributes, so that when a consumer types in “I want a small hotel with a pool close to the Kamloops Performing Arts Festival,” your website has been indexed and is served up in response to the query. You’ll get a lower volume of website traffic that you would for the “hotels in New York City” phrase (or Kamloops in this case), but it will be more relevant traffic and therefore, more likely to result in bookings. Get the full story at Leonardo