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.
What we do
Found in both places
The foundations overlap more than people expect. Where they diverge is where most of the opportunity currently sits.
Technical foundations
Crawlability, speed, structure and schema. The work that decides whether anything else you do counts for anything.
Content built on demand
Pages shaped by what guests actually search before they book, rather than by what the brand wants to say about itself.
Fix your entity
Clean schema, a proper Knowledge Panel, consistent details across directories. Generic hotel names get lost, and a model will not guess.
Authority off-site
GEO is closer to digital PR than to technical SEO. Press, reviews, destination content and third-party mentions are what models learn from.
LLM-readable pages
Check-in times, parking, pet policy, cancellation terms. Buried in a PDF or an accordion, none of it can be cited.
Visibility you can measure
We track the prompts a real guest would ask, across the major assistants, and record where you appear and where a competitor does instead.
Technology partners
Deep experience with the systems you already run
How it works
How the work actually runs
Four stages, and the first one is the one almost nobody has done.
Start with the audit you're not doing
Ask ChatGPT, Gemini and Perplexity what they say about you today. Most hoteliers have never done it. You need a baseline before you optimise anything.
Fix the foundations
Schema, site structure, speed, llms.txt, and consistent details across the directories that feed the models. Unglamorous, and it gates everything else.
Build the authority
Genuinely useful, opinionated local content rather than thin listicle filler. Become the source worth citing, because that is what citation-based discovery rewards.
Measure, then keep going
Rankings, citations and share of voice against your competitive set, reported against what search actually brought you through to the booking.
What we believe
SEO Was About Ranking on a List. GEO Is About Being the Answer.
What changes
What changes when it works
Not rankings on a slide. Outcomes you would notice without being shown a report.
You appear in the answer, not only in the results.
Your own properties stop competing with each other.
The guest finds your answer, rather than a forum's.
Search reports to revenue instead of to position.
You know where you stand against your comp set, week by week.
Before you ask
Questions we get asked
Generative engine optimisation: the work that gets your business into answers from assistants like ChatGPT, Gemini and AI Overviews, rather than into a list of links. In practice it leans far more on structured data, factual consistency and off-site authority than on keywords.
No, and anybody telling you otherwise is selling something. People still search. The foundations are largely shared, which is why we do both as one piece of work rather than as two engagements.
Less than you would think. The biggest influences on how an assistant describes you are off-site: press, reviews, forums, destination content. It is closer to digital PR than to a schema exercise, and the schema is table stakes rather than the strategy.
Technical fixes can move things in weeks. Authority and content take months. We will tell you which of your problems is which before you commit to anything.
That is the next shift and it is worth getting ahead of. Being in the answer is one thing; having live availability an agent can reach is another. Ask your PMS or CRS vendor what their roadmap is there, and watch their face.
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