TL;DR: If your boutique hotel website isn’t appearing in Google search results, the problem is likely rooted in a few key areas, such as under-optimized local SEO, technical site issues, or a lack of compelling, targeted content. This guide delivers practical, hotel-focused SEO strategies built around authentic storytelling, technical optimizations, and local authority-building. You’ll learn how to fix hotel search rankings, stand out from OTAs, and drive more direct bookings through smarter, more intentional digital marketing. Why Your Boutique Hotel is Losing the SEO Battle (And Why It’s Not Entirely Your Fault) You’ve poured your heart into every detail of your hotel, from carefully curated decor and exceptional service to a visually stunning website. Naturally, you’d expect these efforts to pay off online. But when you search for hotels in your area, your property is nowhere to be found, buried under listings from massive Online Travel Agencies (OTAs) like Booking.com

TL;DR: New research shows that when AI-generated summaries appear in Google search results, click-through rates to websites drop by nearly 50%. That means fewer travelers are landing on your hotel’s website, even if you rank high. If your SEO strategy hasn’t been updated to reflect how people search in 2025, you could be losing direct bookings to Google itself without realizing it. Google Just Changed the Game – Quietly, But Drastically A July 2025 study from Pew Research confirmed what savvy marketers have been noticing for months: Google’s AI Overviews are making it harder for users to find and click on actual websites. These AI summaries, automated answer boxes shown at the top of search results, are increasingly becoming the final destination for travel-related queries. According to Pew’s findings: Click-through rates drop by almost 50% when an AI Overview appears Only 8% of users click on any link at all