Tourism, hospitality and holiday lets
More direct bookings. Less commission.
We help hotels, B&Bs, holiday cottages, pubs, restaurants and visitor attractions get found by the people planning their next trip, whether they're searching Google, scrolling Maps or asking ChatGPT where to stay. We're based in North Yorkshire, so we know how seasonal, competitive and rewarding this sector is.
Who we work with
- Hotels and B&Bs
- Holiday cottages and lodges
- Glamping and caravan parks
- Pubs, restaurants and cafés
- Visitor attractions and experiences
- Wedding and event venues
Sound familiar?
The problems we solve.
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Booking sites take a big slice
Online travel agents bring guests, but every booking through them costs you commission. Growing your direct bookings, even by a few each month, goes straight to your bottom line.
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Seasonal peaks and quiet weeks
Filling the shoulder season and midweek gaps takes planning. Search and ads can be switched up and down with demand, so you're not paying for clicks when you're already full.
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Guests plan with AI now
More travellers ask ChatGPT, Gemini or Google AI Mode for "a dog-friendly cottage near Whitby" than ever before. If AI tools don't know about you, you're not on the shortlist.
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Reviews make or break it
Guests read reviews before they book, and they want recent ones. Your star rating and how you respond to feedback shape both who books and what AI tools say about you.
How we help
Joined-up marketing that brings in work.
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SEO and local search
Rank for the searches guests really use, from "hotels in Helmsley" to "things to do in the Dales in the rain", with a Google Business Profile that converts.
More about SEO -
AI search visibility
Make sure ChatGPT, Gemini and Google AI Mode can find, understand and recommend you, with clear facts about your rooms, location, amenities and policies.
More about AI-Powered Search -
Google Ads and Meta ads
Brand protection against booking sites bidding on your name, plus targeted campaigns to fill quiet dates and promote offers.
More about PPC -
Websites built to book
Fast, beautiful websites with your booking engine front and centre, so more lookers become direct bookers.
More about Web Design
What good looks like
A quick health check.
How many of these can you tick off? Anything missing is where we'd start.
- A website that makes direct booking quicker than going through a booking site
- A complete Google Business Profile with fresh photos, accurate hours and regular posts
- Pages for what guests search for: dog-friendly, family-friendly, accessible, walks, events and local days out
- Structured data for your business type, rooms, prices and reviews
- A steady flow of fresh reviews, with thoughtful replies to every one
- Brand search ads so booking sites can't take guests searching for you by name
- Consistent details across Visit Yorkshire, TripAdvisor, directories and booking platforms
- Tracking that shows which channels bring direct bookings, not just visits
Why it matters
- 74%
of consumers only pay attention to reviews written in the last three months.
Source: BrightLocal 2026 - 45%
of consumers have used AI tools to find local business recommendations, up from 6% a year earlier.
Source: BrightLocal 2026 - +10.1%
more travel conversions from a mobile site just 0.1 seconds faster.
Source: Deloitte and Google
More numbers in our SEO and AI search statistics.
Tourism & hospitality: questions people ask
How can I get more direct bookings for my holiday let or hotel?
Make booking direct the easiest option: a fast website with your booking engine up front, a strong Google Business Profile, pages that answer what guests search for, and brand search ads that stop booking sites intercepting people looking for you by name. We'll look at where your bookings come from now and focus on the quickest wins.
Do I need SEO if I list on Booking.com and Airbnb?
Listings are useful, but you're renting someone else's audience and paying commission on every booking. SEO and AI search visibility build your own route to guests, so over time more of them find you directly.
How do I get my business recommended by ChatGPT and other AI tools?
AI tools draw on your website, your Google Business Profile, reviews and mentions across travel sites and local press. Clear, consistent facts about your location, rooms, amenities and policies, plus genuine reviews and mentions, give you the best chance of being recommended.
How much does it cost?
Monthly plans start from £250 a month, which covers half a day of work. Websites are quoted individually. We'll recommend what makes sense for your size and season after a free chat.
Put t'kettle on.
Tell us what you're working on and we'll come back with honest thoughts over a brew, real or virtual. No hard sell, promise.
Book a free consultation hello (at) upnrthdigital.com