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For years, independent hotels worried most about competing with branded hotel chains. Today, they face a different challenge. Travelers are just as likely to compare your property with a short-term rental as they are with another hotel.

Solo travel has become one of the fastest-growing trends in the hospitality industry, and it’s changing how hotels need to think about marketing. What was once associated with backpackers and adventure seekers now includes business professionals, remote workers, retirees, and travelers simply looking for the freedom to explore on their own.

When travelers start researching their next vacation, they’re probably not typing your resort’s name into Google. Instead, they’re searching for phrases like “beach resorts near me,” “family resorts in Florida,” or “luxury mountain resorts.” Long before they visit your website, they’re browsing Google Maps, comparing reviews, looking at photos, and deciding which properties deserve a closer look.

Online reviews have become one of the biggest influences on where travelers choose to stay. Before guests compare room types or amenities, they often compare ratings. A handful of recent reviews can shape a booking decision in seconds.

If your hotel relies on Google Hotel Ads to drive direct bookings, last week’s announcement from Google deserves your attention.

For years, hotel search followed a familiar pattern. A traveler searched, compared options across multiple tabs, and eventually made a decision.

A traveler lands on your hotel website. They check rates. They look at rooms. Maybe they click through to the booking engine. Then they disappear. That is not failure. That is normal traveler behavior.

Marketing to groups can transform a destination hotel’s performance. A single wedding weekend can fill dozens of rooms. A corporate retreat can generate revenue across guestrooms, meeting spaces, dining outlets, and activities. Family reunions, sports teams, tour groups, and special interest travelers all represent opportunities to drive occupancy during periods when transient demand may be unpredictable.

Resorts spend significant time and money trying to attract the right guests. The challenge is not always reaching more people. Often, it is reaching the people most likely to book.

Boutique hotels face a difficult challenge online. Major hotel brands have bigger budgets, national recognition, and entire teams focused on advertising and loyalty programs.

Most hotel websites already have category pages. The problem is that many of them are not high-converting pages for the hotel.

A traveler searches for “best beachfront resorts for couples.” They click an ad, browse a few photos, glance at the amenities page, and start checking rates. A few minutes later, they leave without booking.