Muchos gerentes generales y directores comerciales descubren un dato preocupante cuando revisan sus métricas: Casi nadie busca el nombre de su hotel en Google. Esto no solo afecta la visibilidad, sino también las reservas directas, ya que las búsquedas de marca son las que mejor convierten y las que permiten competir contra OTAs con mayor rentabilidad. En destinos como Cartagena, Medellín, Bogotá, Ciudad de Many general managers and commercial directors discover a concerning insight when they review their metrics: almost no one is searching for their hotel’s name on Google. This not only affects visibility but also direct bookings, since branded searches are the ones that convert best and allow you to compete against OTAs with higher profitability.
In destinations like Cartagena, Medellín, Bogotá, Mexico City, Miami, or Orlando, the lack of branded searches translates into less recognition, greater dependence on intermediaries, and less control over the flow of bookings.
In this article, we explain why this happens, what impact it has on your revenue, and which actions can increase branded demand for your hotel on Google.
Benefits of Increasing Branded Searches for Your Hotel
Higher Conversion and Lower Cost per Acquisition
Users who search for your hotel’s name tend to convert 3 to 5 times more than those who make generic searches. In addition, branded campaigns usually deliver significantly higher ROAS.
Greater Independence from OTAs
When there is strong demand for your brand, competition for your name decreases, and OTAs lose power over your last-click conversions.
Stronger Hotel Positioning
An increase in branded searches indicates that guests see you as a clear option within the destination, which strengthens your overall reputation.
Better SEO and SEM Performance
Branded searches help Google associate your hotel with neighborhoods, experiences, and transactional searches related to the destination.
Why Almost No One Searches for Your Hotel on Google (and How to Fix It)
Lack of Positioning in Discovery Content
If your hotel doesn’t show up when a traveler searches for destination information, they’re unlikely to remember your name.
Common mistakes:
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- No participation in informational searches
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- No positioning by neighborhoods, areas, or activities
Solution:
Develop strategic content such as:
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- Things to do near the hotel
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- Food and restaurant routes
This positions you as a destination reference and helps travelers remember your brand.
Little Organic Presence in Relevant Destination Searches
If your hotel doesn’t appear for:
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- hotel for couples + neighborhood
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- romantic hotel + destination
then it is not generating enough exposure for users to recognize your name.
Solution: Optimize technical SEO, content, speed, structure, and local SEO to show up in searches where travelers are deciding where to stay.
Weak or Poorly Differentiated Brand
If your hotel lacks a clear visual and conceptual proposition, guests won’t remember you.
Common mistakes:
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- Inconsistent communication
Solution:
Develop a clear identity based on:
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- The core guest experience
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- Distinctive elements of the hotel
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- A consistent photographic style
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- Storytelling connected to the destination
A memorable brand drives branded searches.
No SEM Campaigns to Reinforce Awareness
Hotels often run only intent-based campaigns, but not discovery or remarketing campaigns.
As a result, users visit the website, forget about it, and never search for the brand again.
Solution:
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- Short-form video campaigns
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- Geolocated reach campaigns
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- Dynamic remarketing campaigns
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- Destination discovery campaigns
When users see your brand multiple times, they start searching for it by name.
Lack of Presence and Consistency on Social Media
Social media directly influences hotel brand recall. When content is weak, inconsistent, or doesn’t show real experiences, users lose interest.
Solution:
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- Daily content about the hotel and the destination
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- Short videos showcasing experiences
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- Story highlights for rooms and services
Social media generates exposure—and that exposure translates into branded searches.
Unoptimized Google Maps Presence
Google Maps generates a significant volume of branded searches for hotels.
Common mistakes:
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- Negative reviews without response
Solution: Optimize your Google Business Profile:
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- Strategic responses to reviews
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- Complete and clear information
Users who discover the hotel in Maps are more likely to later search for it by name.
Low Investment in Remarketing and Brand Recall
When a user visits the website and is not retargeted afterward, you lose the opportunity to generate future branded searches.
Solution:
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- Remarketing based on destination routes
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- Automated email and WhatsApp sequences
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- Ads based on previous browsing behavior
This multiplies branded searches and direct bookings.
Real Cases: How Branded Searches Grew in Hotels That Applied This Strategy
Boutique Hotel in Cartagena
Problem: Did not appear in destination searches.
Actions: Neighborhood content, local SEO, and visual campaigns.
Results:
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- +62% branded searches in 4 months
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- 14% reduction in OTA commissions
Hotel in Medellín (El Poblado)
Problem: Weak brand and inconsistent content.
Actions: Storytelling, optimized social media, experience-based blog.
Results:
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- Conversion increase: 1.2% → 2.6%
Hotel in Mexico City
Problem: Complete dependency on OTAs.
Actions: Branded SEM campaigns, remarketing, and technical SEO.
Results:
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- Direct sales share up by 10 percentage points
Hotel in Miami Beach
Problem: Low organic visibility.
Actions: Multilingual SEO + experiential content.
Results:
Why Increasing Branded Searches Is a Competitive Advantage for Hotels
A hotel with branded demand:
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- Attracts more direct bookings
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- Pays less in OTA commissions
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- Achieves greater recognition in the destination
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- Performs better in SEO and SEM
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- Improves conversion to 2–3% or more
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- Builds a sustainable growth model
Branded searches are the best indicator of a hotel’s digital brand awareness.
Support, Measurement, and Continuous Optimization with Digisap
Digisap’s Growth Partner model integrates:
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- Destination content strategies
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- Branded and discovery SEM campaigns
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- Social ads focused on awareness
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- Integration with Google Maps
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- Dashboards to measure branded searches
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- Ongoing optimization to increase direct demand
The priority is always the same: more visibility, more brand recall, and more direct bookings.
Request a Personalized Consultation to Increase Your Hotel Brand Visibility
Learn how Digisap can help you increase branded searches and improve direct sales:
https://digisap.com/
Frequently Asked Questions
Why is it so important that people search my hotel on Google?
Because branded searches have the highest conversion rate of all channels and reduce dependency on OTAs.
How long does it take to increase branded demand?
Between 2 and 6 months, depending on content strategy, paid media, and SEO.
Can SEO alone increase branded demand?
No. Integration with social media, SEM, and experiential content is key.
Do reviews influence branded searches?
Yes. A hotel with good ratings appears more in Maps and generates more brand recall.
Can real branded search growth be measured?
Yes. Google Search Console and Google Ads allow you to measure it accurately.
If your hotel is barely searched on Google, the problem is not the users—it’s your visibility and digital positioning. Branded searches are built through destination content, local SEO, integrated campaigns, memorable experiences, and a strategic presence on Maps and social media.
Increasing branded demand not only improves visibility but also boosts direct bookings and profitability. With specialized support from Digisap, hotels can transform their digital presence and strengthen their independence from OTAs.
Boost your hotel’s visibility and increase branded searches.
Book a personalized consultation with Digisap → https://digisap.com/
