What content should a hotel website publish?
Short answer
A hotel website should publish content in order of usefulness to guests: first, complete and accurate information about the property (rooms, location, amenities, policies); then pages for experiences and offers people actually search for (spa, restaurant, events, packages); and only then broader destination content such as neighbourhood guides and seasonal events. The best hotel content draws on genuine local knowledge and answers real guest questions. Publishing less, but more useful and accurate, beats publishing frequently for its own sake.
By Lodging Engine Editorial Team· Reviewed by Eric Zwanenburg· Last reviewed
Priority 1: Essential property content
- Homepage that clearly says what and where you are.
- One page per room type.
- Location page with distances and transport.
- Amenities and policies, stated plainly.
- About page: who runs the hotel and its story.
Without these, nothing else performs well. See what makes a good hotel website.
Priority 2: Experience and commercial pages
Pages for things guests choose you for — and search for:
- Restaurant and bar, spa, pool, meeting rooms.
- Weddings and events.
- Packages and seasonal offers.
Each should have specific details and a clear next step.
Priority 3: Destination and planning content
Guides that help travellers plan a trip, written from your team's local experience:
- Neighbourhood guide.
- Getting here from the airport or station.
- Seasonal events and what's worth booking ahead.
- Practical guides for your type of guest (families, cyclists, business travellers).
See writing destination guides.
What makes hotel content worth publishing
Google's guidance on helpful content asks who created it, how, and why. For hotels, that means:
- Who: show the real people behind the content — your team, your local knowledge.
- How: be transparent if you use AI assistance, and review everything.
- Why: to help guests, not to manipulate rankings.
See should hotels use AI to write content?.
How content supports the business
- Room and offer pages convert visitors into bookings.
- Clear facts help answer engines describe you accurately.
- Destination guides attract travellers earlier and can earn genuine links.
Common mistakes
- A blog full of generic destination posts while room pages are thin.
- Copying content from tourism sites.
- Mass-producing AI articles without local knowledge or review.
- Content with no links to rooms or availability.
Checklist
- Essential property pages complete and accurate
- Pages for key experiences and offers
- A short list of destination topics based on guest questions
- Clear authorship and review process
- Internal links from content to rooms and booking
Sources
- Creating helpful, reliable, people-first content — Google Search Central
- Google Search's guidance about AI-generated content — Google Search Central Blog