What is a Hotel Pack SERP Feature on Google?
The Hotel Pack is a specialised Search Engine Results Page (SERP) feature on Google that displays a list of hotels for a specific location. It's similar to the Local Pack feature but focuses exclusively on accommodations. The Hotel Pack typically shows:
- A map with hotel locations
- Four hotel results with images, names, prices, and ratings
- Additional hotel options and their prices on the map
This feature is designed to provide users with quick, relevant information about hotels in their desired area, enhancing the search experience for travel-related queries.
Benefits of Gaining a Hotel Pack SERP Feature for Organic Site Visibility
Appearing in the Hotel Pack can significantly boost your hotel's organic visibility:
1. Increased exposure: Your hotel is prominently displayed at the top of search results, increasing the likelihood of user engagement.
2. Enhanced credibility: Being featured in Google's curated results can improve your hotel's perceived trustworthiness.
3. Direct bookings: Users can make reservations directly through Google, potentially increasing conversion rates.
4. Mobile optimization: The Hotel Pack is well-optimised for mobile searches, catering to on-the-go travellers.
5. Competitive advantage: Securing a spot in the Hotel Pack puts you ahead of competitors who aren't featured.
Top 5 Page Optimization Actions to Improve Hotel Pack SERP Feature Visibility
To enhance your chances of appearing in the Hotel Pack, focus on these key optimization actions:
1. Optimise Your Google Business Profile
Ensure your Google Business Profile (formerly Google My Business) is fully optimised:
- Verify your business listing
- Provide accurate and up-to-date information (name, address, phone number, website)
- Add high-quality photos of your hotel and amenities
- Encourage and respond to customer reviews
2. Implement Schema Markup
Add structured data to your website using Schema.org vocabulary:
- Use HotelRoom schema to describe room types, amenities, and pricing
- Implement Hotel schema to provide overall hotel information
- Include AggregateRating schema to display your hotel's average rating
3. Optimise for Local SEO
Improve your local search presence:
- Include location-specific search terms in your page titles, meta descriptions, and content
- Create location-specific landing pages for multi-location hotels
- Build local citations (mentions of your business name, address, and phone number on other websites)
4. Enhance Website User Experience
Improve your website's overall user experience:
- Ensure fast loading times (aim for under 3 seconds)
- Make your website mobile-friendly
- Provide clear, easy-to-use navigation
- Include high-quality, optimised images of your hotel and rooms
5. Create High-Quality, Relevant Content
Develop content that addresses traveller needs:
- Write detailed descriptions of your rooms, amenities, and services
- Create blog posts about local attractions and events
- Include an FAQ section addressing common traveller questions
- Use natural language that incorporates relevant search terms
By implementing these optimization strategies, you can significantly improve your hotel's chances of appearing in the Hotel Pack SERP feature. Remember that Google's algorithms are complex and constantly evolving, so maintaining consistent, high-quality optimization efforts is key to long-term success.