A recent survey suggests that hotel websites are under-performing in terms of speed, which could lead to bad SEO results and a lack of direct web bookings.

Database marketing and CRM company Ryan Solutions has conducted a survey into the page speed of 4,800 hotels around the globe. The results suggest that many hotel sites are underachieving and potentially damaging their SEO marketing and online presence.


SEO experts realise the importance of page load speed when it comes to ranking well with Google. Surveys by Akamai and Gomez have deduced that nearly half of web users expect a website to load in less than 2 seconds and that most of these users will abandon a site that is still loading before reaching the 3 second threshold.

Google recognises the importance of keeping web users happy and now provides a PageSpeed Insights tool which works as a measurement of how fast a page loads. Those that score over 85 out of 100 are deemed to be ‘performing well’.


The results of the Ryan Solutions survey have discovered that the average score of the hotels analysed is 68.7 out of 100. In fact only 13% of the 4,800 hotels in the survey scored above the coveted 85 mark. In terms of types of accommodation, it seems that the higher the standard of hotel, the worse their page load speed. The average score of 4-5 Star accommodation is 64.5, 3-3.5 Staris 68.2 and 2-2.5 Star is 69.9.

The reasons for quality hotels having a worse page load score is most likely down to complex features such as video intros that are built into the design of swankier hotel websites, along with sluggish booking systems and integration with social media platforms.


All hotel sites, regardless of the ranking of their accommodation, can improve their SEO marketing by following a few simple strategies. Firs, is it essential to follow the individual advice that is presented in the Insights tool.  Those that have complex and gimmicky features should also certainly consider moving to a simpler design.

In addition, Google favours websites that contain fresh content. The best way to impress the search engine is to integrate a blog into your hotel site that is updated several times a month with new articles. You must remember to appeal to your guests whilst achieving results with Google, so it is a good idea to feature content that is related to local events and attractions. Regular testimonials will also add value to your site in Google’s eyes as well as enticing customers with positive feedback.

To optimise your hotel site for SEO, always remember to create a Google business page with an integrated map and marker so that the search engine and your guests are aware of your exact location. It is also important to apply some good on-page SEO techniques to your site, such as naturally incorporating keywords that you wish to rank for within your content. These should include phrases such as ‘hotel in Cambridge’ or ‘Stansted hotels’ depending on the specific area that your business is based.

If your hotel could benefit from a better online presence in order to maximise conversions and increase the sale of web bookings, then check out the PageSpeed Insights tool today or contact FSE Digital for assistance in increasing your exposure.

Image credit: Images Money, CC License.

Posted in SEO