SEO Case Study for a Hotel: Increasing Organic Traffic by 5 Times in 2 Years

Krasna Hotel

Ukraine

HoReCa

2013

SEO Case Study for a Hotel: Increasing Organic Traffic by 5 Times

The secret to a hotel’s online popularity and excellent reputation undeniably lies in providing high-quality services. However, gaining visibility online, attracting users to the website, and converting them into clients requires integrating SEO into the marketing strategy. When done right, SEO not only helps fill rooms during peak seasons, holidays, and vacation periods but ensures consistent occupancy throughout the year.

An excellent example of SEO’s potential in the hospitality industry is the case of promoting the eco-hotel Krasnaya Polyana Family Club Resort. Here's how we increased organic traffic and conversion rates, helping the client secure bookings well before the season starts and ensuring stable demand year-round.

Krasnaya Polyana Family Club Resort is located in the village of Polyanytsya, just 10 minutes away from the Bukovel ski resort.

134 main and 26 additional accommodations;
A private gated area spanning 1.6 hectares;
A spa area with an outdoor pool, hot tubs, sauna, cold plunge pools, and a jacuzzi;
A restaurant;
A game room;
A children’s playground, trampoline, and rope park.

For guests seeking privacy amidst nature, the hotel also offers a mountain cabin at an altitude of 800 meters with a terrace, jacuzzi, and barbecue. In winter, there’s a ski school for beginners and excursions to Saint Nicholas’ residence. Summer activities include children’s camps.

Our digital marketing agency, Sprava, has been working on this project since 2013. This time, the main goal of the SEO campaign was to double the number of inquiries from Google search, thereby maximizing room occupancy. As the hotel continues to grow, expanding its locations, services, and activities, there is a constant need to create and optimize new pages for SEO. Our key goal was to boost the hotel's free traffic from Google.

The SEO campaign for this family eco-hotel involved several key steps:

Developing a semantic core and clustering queries.
Optimizing landing pages on the website.
Checking and fixing issues in Google Search Console.
Link building.
Improving the website’s usability.

To target a broader audience, we created, filled, and optimized additional pages for:

Hotel services.
Activities during different seasons, including winter, summer, and long weekends.
Specific client requests, such as family camps, spa hotel stays, or all-inclusive packages.

Additionally, we worked to increase informational traffic from users interested in vacations in general, the Carpathians, and Bukovel specifically. These efforts not only attracted people actively looking for accommodation but also those considering a mountain holiday. Another focus area was creating special offers and promoting early booking deals.

One of the most significant results of the SEO campaign for Krasnaya Polyana Family Club Resort was a more than fivefold increase in organic traffic from Google over less than two years. In September 2022, the website attracted 2,970 new users from search, and by July 2024, this figure had risen to 15,648.

Google Analytics report on the increase in organic traffic to the hotel's website over 2 years

Between March 2023 and March 2024, organic traffic grew by 70%, and conversions more than doubled.

Google Analytics report on increased conversions on the hotel website during SEO optimization

Project Manager
at Sprava Agency

Promoting a hotel website is a challenging task due to the high level of competition in this niche. Yet, despite the difficult times for the country, we’ve not only helped the company stay afloat but also increased sales by more than double. This success is due to the client's active involvement in the process, providing timely feedback and necessary information, along with the dedicated efforts of our specialists.

SEO Specialist
at Sprava Agency

Ensuring full occupancy during the winter season and holiday periods was our top priority. During the project, we realized that timely preparation and publication of seasonal offers is crucial for hotel promotion. This gives guests the opportunity to book early and secure a room at a favourable rate. For example, the ideal time to post Christmas and New Year's offers is late August to mid-September.

Filling rooms during the off-season requires even more effort. To reach the widest possible audience, we had to cater to different user intents. This involved adding clusters for potential client interests, creating and promoting new pages when the client introduced new activities, and publishing articles about interesting places in the Carpathians, with mentions of the hotel.

We've been working on this project for many years, and over that time, the challenges, goals, and approaches to SEO have evolved. Flexible thinking, creative solutions, and effective collaboration with the client allow us to consistently achieve our objectives. If you own a hotel and want to take it to the next level, reach out to Sprava Agency. Together, we’ll build a strategy that leads to your success.

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