How to Get More Customers as a Hotel in Perth

Introduction

Most hotels in Perth still rely on word of mouth, travel agent relationships, and repeat guests to fill rooms. That strategy worked a decade ago. Today, it leaves money on the table every single night.

In 2026, 97% of travellers search online before booking accommodation. They Google "hotel in Perth," scroll through Maps results, read reviews, and make a decision — often within minutes. If your hotel doesn't show up in those searches, you don't exist to that customer.

The hospitality market in Perth is competitive. Between boutique stays in Northbridge, business hotels in the CBD, and beachside properties in Scarborough, guests have options. The hotels filling rooms consistently aren't necessarily the ones with the best amenities. They're the ones with the strongest online presence.

This guide walks you through exactly how to get more customers as a hotel in Perth — step by step. We're covering Google Business Profile optimization, local SEO, review generation, content marketing, AI search, and tracking. Whether you're running a 20-room boutique or a 200-room corporate property, these strategies apply.

With average nightly rates between $150 and $500 in Perth, every unfilled room is significant lost revenue. Let's fix that.

TL;DR

• This is a step-by-step guide to getting more customers as a hotel in Perth
• Covers Google Maps, reviews, website optimization, content strategy, and AI search
• Average hotel booking value: $150–$500 per night (often multi-night stays)
• Most hotels can see measurable results within 60–90 days
• DIY is possible, but professional help accelerates everything

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Step 1: Claim and Optimize Your Google Business Profile

Your Google Business Profile (GBP) is the single most powerful free tool available to any hotel in Perth. When someone searches "hotel near me" or "Perth CBD accommodation," Google pulls results directly from GBP listings. If yours isn't claimed, complete, and optimized, you're invisible in the most valuable real estate on the internet: the Maps pack.

How to claim your profile:

1. Go to business.google.com
2. Search for your hotel name
3. If it exists, claim it. If not, create a new listing
4. Verify ownership (usually via postcard, phone, or email)

How to optimize it properly:

Start with your primary category. Set it to "Hotel" — not "Accommodation," not "Lodging." Your primary category carries the most weight in local rankings. Add secondary categories like "Boutique Hotel," "Business Hotel," or "Resort Hotel" where applicable.

Fill out every single field. Your address, phone number, website URL, check-in and check-out times, amenities, accessibility features, and booking links should all be complete and accurate. Google rewards completeness.

Upload at least 20 high-quality photos. Include your lobby, rooms (multiple room types), pool, restaurant, exterior, and any unique features. Hotels with more than 20 photos receive 150% more direction requests than those with fewer, according to Google's own data.

Write a keyword-rich business description. Include phrases like "hotel in Perth CBD," "Perth accommodation near [landmark]," and the suburbs you serve. Don't stuff keywords — write naturally, but be specific about location and services.

Post weekly updates. Google Business Profile has a "Posts" feature that most hotels ignore entirely. Use it to share seasonal promotions, event packages, or local travel tips. These posts signal to Google that your listing is active and relevant.

Your GBP drives more direct calls and website visits than any other channel. Treat it like the front door of your hotel — because online, it literally is.

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Step 2: Get Your Website Ranking for Local Keywords

Your website is where bookings happen. But it only works if people can find it. That means ranking on Google for the keywords your potential guests actually type.

The foundation of local SEO for hotels in Perth starts with targeting the right keywords. "Hotel in Perth" is the obvious one, but it's broad and competitive. The real opportunity is in long-tail and suburb-specific keywords:

• "Boutique hotel in Northbridge"
• "Pet-friendly hotel Perth CBD"
• "Hotel near Perth Airport"
• "Family accommodation Scarborough Perth"
• "Hotel with pool in Subiaco"

Create dedicated pages for each service and location combination. Don't try to rank one homepage for everything. Build individual pages targeting specific offerings — your conference facilities, your wedding accommodation packages, your extended-stay rates. Each page should target a distinct keyword cluster.

On-page SEO fundamentals:

• Include your target keyword in the page title (H1), meta title, and meta description
• Use the keyword naturally in the first 100 words
• Add internal links between related pages
• Ensure every page has a clear call to action (Book Now, Check Availability, Call Us)
• Compress images and use descriptive alt text

Technical SEO matters too. Your site needs to load in under three seconds on mobile. Google's Core Web Vitals directly impact rankings, and slow hotel websites lose bookings. Run your site through Google PageSpeed Insights and fix whatever it flags.

Make sure your site is mobile-first. Over 60% of hotel searches in Perth happen on phones. If your booking flow is clunky on mobile, guests will bounce to a competitor with a smoother experience.

Schema markup is another lever most hotels miss. Adding "Hotel" structured data helps Google understand your property details — star rating, price range, amenities, location — and can earn you rich snippets in search results.

For a deeper dive into search strategy, check out our full guide on SEO for hotels in Perth.

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Step 3: Build a Review Generation System

Reviews are the modern equivalent of word of mouth — except they scale infinitely and live on your Google profile forever. For hotels, reviews don't just influence bookings. They directly impact your Google Maps ranking.

Hotels with more reviews and higher average ratings consistently outrank competitors in local search. It's that straightforward.

The problem: Most happy guests don't leave reviews unless you ask. Unhappy guests review unprompted. This creates a skewed picture that hurts your reputation and your rankings.

The solution: Build a systematic review generation process.

When to ask: The best time to request a review is during checkout or within 24 hours of departure. The experience is fresh. The guest is (hopefully) satisfied. Don't wait a week — the motivation drops off sharply.

How to ask:

• Train front desk staff to mention reviews during checkout: "We'd love your feedback on Google — it really helps us."
• Send a post-stay email with a direct link to your Google review page
• Include a QR code on room key cards, in-room compendiums, or at reception
• Follow up via SMS if you have consent (SMS has 5x the open rate of email)

Review request template:

"Hi [Guest Name], thanks for staying with us at [Hotel Name]. If you enjoyed your stay, we'd appreciate a quick Google review — it helps other travellers find us. Here's the link: [URL]. Thank you!"

Keep it short. Make it easy. One click to the review form.

Responding to reviews is equally important. Thank every positive reviewer by name. For negative reviews, respond professionally, acknowledge the issue, and offer to resolve it offline. Prospective guests read your responses as much as the reviews themselves.

Aim for at least 5–10 new reviews per month. Consistency matters more than volume spikes.

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Step 4: Create Content That Attracts Customers

Content marketing for hotels isn't about writing blog posts for the sake of it. It's about answering the questions your potential guests are already asking — and making sure your hotel shows up when they do.

Think about what travellers search for before booking:

• "Best things to do in Perth"
• "Perth hotel near Optus Stadium"
• "Where to stay for a Perth wedding"
• "Is Fremantle or Perth CBD better to stay?"
• "Perth hotel with airport shuttle"

Each of those queries is an opportunity to attract a potential guest to your website.

Content types that work for hotels:

• Neighbourhood guides: "Your Guide to Staying in Northbridge" — cover restaurants, bars, walkability, safety, and why your hotel is the ideal base.
• Event-based content: "Where to Stay for the Perth Royal Show" or "Best Hotels Near Perth Convention Centre." Target events that drive accommodation demand.
• FAQs: Answer common pre-booking questions. Parking costs, cancellation policies, pet policies, nearby public transport. These pages rank well and reduce friction.
• Comparison content: "Perth CBD vs Scarborough: Where Should You Stay?" — position your location as the right choice for specific traveller types.

Every piece of content should link back to your booking page. Don't just inform — convert. Add a "Check Availability" button or a "Book Direct and Save" callout within the content.

Publish at least two pieces of content per month. Consistency builds domain authority, and each new page is another chance to rank for a relevant keyword.

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Step 5: Optimize for AI Search (GEO)

AI search is no longer theoretical. Travellers are using ChatGPT, Perplexity, Google's AI Overviews, and other tools to plan trips and find accommodation. When someone asks, "What's the best boutique hotel in Perth CBD?" — the AI pulls its answer from somewhere. You want it pulling from your website.

This is called Generative Engine Optimization (GEO), and it's the next frontier of digital marketing for hotels.

How to get recommended by AI search engines:

• Structure your content with clear, factual statements about your hotel. AI models favour concise, authoritative information.
• Include specific details: room counts, price ranges, distances to landmarks, unique selling points.
• Get mentioned on authoritative third-party sites — travel blogs, tourism directories, local media. AI models weight these mentions heavily.
• Maintain consistent NAP (Name, Address, Phone) data across every platform.
• Build topical authority by publishing comprehensive content about Perth hospitality and travel.

We cover this in depth in our guide to GEO for hotels in Perth. If you're not thinking about AI search yet, your competitors soon will be.

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Step 6: Track Your Results

You can't improve what you don't measure. Every strategy in this guide needs a feedback loop so you know what's working and where to double down.

Key metrics to track:

• Google Business Profile insights: Calls, direction requests, website clicks, and search queries. Check these monthly.
• Website traffic: Monitor organic sessions, top landing pages, and bounce rate via Google Analytics.
• Keyword rankings: Track your position for target keywords like "hotel in Perth CBD" and suburb-specific terms. Use tools like SEMrush or Ahrefs.
• Direct bookings: How many room nights are booked through your website vs. OTAs (Booking.com, Expedia)? Increasing direct bookings means higher margins.
• Review velocity: Track the number of new Google reviews per month and your average rating trend.
• Phone calls: Use call tracking to attribute inbound calls to specific marketing channels.

Set up a simple monthly dashboard. Even a spreadsheet works. The point is to review these numbers regularly and adjust your strategy based on real data, not gut feelings.

If direct bookings increase by even 10% while OTA dependency drops, that shift alone can add tens of thousands to your annual bottom line.

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When to Hire a Professional

Everything in this guide is technically doable in-house. But here's the reality: hotel operators are busy running hotels. You're managing staff, maintaining properties, handling guest issues, and juggling vendor relationships. Finding 10–15 hours a month for digital marketing often falls to the bottom of the list.

That's where we come in.

At Searchmaxxed, we specialize in local digital marketing for service businesses in Perth — including hotels. Our packages range from $500 to $2,000 per month depending on the scope, covering Google Business Profile management, local SEO, content creation, review strategy, and GEO optimization.

We work exclusively with businesses that serve local markets, so we understand Perth's competitive landscape inside and out. We don't do generic marketing. We build strategies that put your hotel in front of the right guests at the right time.

Get in touch with our team today to discuss how we can fill more rooms for your hotel.

If you're serious about reducing OTA commissions and building a sustainable direct booking pipeline, a conversation costs nothing.

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Frequently Asked Questions

How can hotels get more customers online? Optimize your Google Business Profile, build a website that ranks for local keywords, generate consistent reviews, and create content that answers what travellers search for.

What's the fastest way to get more calls as a hotel? Claim and fully optimize your Google Business Profile. Most hotels see increased calls within 30 days of proper optimization.

How much should I spend on marketing as a hotel? Allocate 5–10% of revenue toward marketing. For most Perth hotels, that translates to $500–$3,000 per month across all channels.

Is Google Ads or SEO better for hotels? Both serve different purposes. SEO builds long-term visibility and reduces cost per booking over time. Google Ads delivers immediate traffic but stops when you stop paying. The best strategy combines both.

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Ready to stop leaving rooms empty and start showing up where guests are searching? Talk to Searchmaxxed about a local marketing strategy built specifically for your Perth hotel.