Don’t target your industry – target your destination
Unsurprisingly, travel searches tend to be more location-specific (“North Miami luxury hotels”) than general (“luxury hotels”). So while targeting “macro” travel keywords might seem like a solid foundational strategy, unless you are an industry-dominant player globally, your best bet is actually to focus on integrating destination-specific, hyper-local keywords within your content.
This doesn’t just mean ensuring keywords like city and state are incorporated into copy, titles, and meta-data – it means integrating items like neighborhood, nearby local landmarks, and even notable streets to make your content hyper-relevant for the inquisitive traveler. So, for example, if you’re a hotel located in New York, in Midtown, just steps away from the Empire State Building, all of those defining keywords should be integrated into your copy. Doing so might make the difference between someone selecting your business over your neighbor’s.