Insights

Thinking on hospitality, travel and the technology behind them

Everything we have written, in one place — strategy, technology, marketing and the occasional argument with the industry.
87 articles
SEO / GEO

Should I translate my hotel website? When and how

Translation is now the cheap part of a multilingual hotel website. The real cost is keeping every language current, findable and bookable.

20 Oct 2026 · 7 min read
SEO / GEO

Why XML sitemaps matter to your hotel website

An XML sitemap helps Google find your pages. It does not make them rank. What to put in one, what Google ignores, and whether you need an HTML sitemap.

20 Oct 2026 · 5 min read
Advertising

Programmatic marketing for hotels, and when it is worth it

Programmatic is a way of buying ads, not a channel. For a hotel it pays only when it does a job Google and Meta cannot, fed by your own booking data.

20 Oct 2026 · 7 min read
Websites

Responsive or mobile-first? What a hotel website needs now

Every hotel website is responsive now. The useful question is what the phone version puts first, and whether the booking flow was designed for a phone at all.

20 Oct 2026 · 7 min read
Websites

Are page builders right for my hotel website?

A page builder gives your team freedom over the design. What a hotel website needs is freedom over the content, inside a design nobody can break.

20 Oct 2026 · 5 min read
Advertising

A hotel guide to localised and translated Facebook ads

Translating a Meta ad is now the easy part. Winning overseas guests depends on the market, the offer and a booking journey in their language.

20 Oct 2026 · 6 min read
Data & Insights

Server-side tracking for hotels and what it really fixes

Server-side tracking gets more of your booking data to Google and Meta. It does not repair a broken set-up, and it does not replace consent.

20 Oct 2026 · 7 min read
Advertising

What is a brand protection ad campaign for hotels?

A guest who searches your hotel's name has already chosen you. A brand protection campaign makes sure your website, not an OTA, is the first thing they see.

20 Oct 2026 · 7 min read
SEO / GEO

How to improve SEO for hotel websites, including AI search

Hotel SEO now means being fast, accurate and worth citing, on Google, in AI answers and on the sites guests trust. Here is what to fix, in order.

20 Oct 2026 · 12 min read
Advertising

How to rebook past hotel guests with email and remarketing

Past guests are your cheapest bookings, but only if your PMS, email platform and ad accounts work from the same guest list. Here is how to join them up.

20 Oct 2026 · 7 min read
Advertising

Hotel metasearch, and when it pays for itself

Your rooms are already on Google Hotels and Trivago at OTA prices. Metasearch puts your own rate beside them, and it only pays when it beats commission.

20 Oct 2026 · 7 min read
Websites

6 frustrations guests have when booking a hotel online

Guests who give up at the booking stage have usually chosen the hotel. Six small frustrations stop them, most of them where one system hands over to the next.

20 Oct 2026 · 7 min read