Barceló and Meliá: hotel chains with a stronger seo strategy in Spain

Every month millions of searches related to the hotel sector are generated. Organic traffic constitutes 28% of visits to the websites of large hotel groups, positioning itself as the second main traffic source, it only exceeds direct traffic, which represents 53% of the total. In this context, the brands compete for positioning the first in the search engines and accessing this “free” traffic volume that Leads and Conversiones can generate

In his SEO HOTEL SECTOR REPORTGood Rebels analyzes digital strategies regarding the digital performance of the main hotel chains Terms of authority, visibility, web traffic, brand search user experience, key tools that not only allow hotels and companies to stand out in search engines, but also They also enhance direct reserves and reduce intermediaries dependence such as online travel agencies.

“SEO in the hotel sector is not only a key lever to improve digital visibility, but also a strategic tool to strengthen direct relationship with customers. The data show that a well -executed SEO strategy not only increases organic traffic and brand authority, but also allows hotel chains to reduce their dependence on intermediation and optimize their investments in Paid Media. In a sector where the profitability of each reserve is crucial, organic positioning becomes a competitive differentiator that directly impacts business results, ”he says Ugo Smith, Head of Search Performance en Good Rebels.

Barceló, SEO reference in the hotel sector

Barceló It is consolidated as the best valued group of the study (75.6 points out of 100). With more than 3 million monthly organic visits, it doubles the result against competitors such as Meliá, and demonstrates how a solid strategy can be translated into tangible results, with an estimated savings of almost 900,000 € a PPC Thanks to its brand positioning. In addition, with more than 100,000 Keywords positioned in the Top 10, its competitive advantage in visibility is unquestionable.

However, the analysis also shows areas of improvement in web performance y UXespecially in aspects related to Core Web Vitals and load speed on mobile devices.

Meliá, leader in popularity

Meliá It is consolidated in the podium of the large hotel groups in Spain, only behind Barceló, achieving a highlight in four of the five categories analyzed, especially in authority and popularity.

With more than 40,500 monthly searches related to the brand, a volume of organic traffic that allows estimated savings of 1.1 MILLON EUROS IN PPC And his leadership in number of incoming links, Meliá shows how a strategy focused on SEO and branding generates results with a real business impact.

Even so, load speed and vital web have improvement potential, especially in a context in which technical performance directly affects the user experience and conversions.

The main challenges: generic searches, web yield and link buffing

He Hotel sector It faces important challenges in the Digital scopeespecially because of the predominance of generic searches, which make it more difficult to highlight in the search results. This challenge requires stronger content strategies that reinforce the connection with the users and visibility of brands. However, a low investment persists in strategies of link building quality, being Meliá and Barceló the only groups that lead in obtaining effective incoming links, while most competitors have significant deficits this area. Just Meliá and Barceló They have managed to highlight in the creation of quality incoming links, a pending subject for most of the chains analyzed.

As for the Technical performanceweb performance metrics remain a challenge for many brands. Eurostars It stands out as a leader in this category, which has allowed him to gain positions in the general ranking thanks to a simultaneous improvement in SEO positioning and user experience. These results reinforce the importance of combining technical excellence and advanced content strategies to compete effectively impact on business.