Appearing at the top of Google’s search results is not just about bragging rights. It’s about business. Featured snippets, also known as “position zero,” sit above the traditional search results, drawing the eye, building authority, and driving more clicks.
NB: This is an article from Travelboom Marketing
Subscribe to our weekly newsletter and stay up to date
For independent hotels trying to reduce reliance on OTAs and increase direct bookings, this is a golden opportunity. But how do you earn this coveted spot?
Your content calendar holds the secrets to your hotel’s featured snippets, and to rank, it must consider keywords and structure, and show your expertise. Doing these things won’t just help your hotel appear in FAQs and travel queries; your authority attracts guests and drives clicks that bypass OTAs.
What Are Featured Snippets?
Featured snippets are short excerpts of content that Google highlights in a special box at the top of the search results page. They typically answer specific questions and come from well-structured web pages.
Common Types of Featured Snippets:
- Paragraphs: Direct answers to “what is…” or “how to…” questions.
- Lists: Ordered or unordered steps or tips.
- Tables: Comparison charts or data-driven content.
- Videos: Often pulled from YouTube with time-stamped relevance.
Why Featured Snippets Matter for Hotels
1. Higher Hotel Visibility = More Direct Bookings
Featured snippets appear at the very top of Google’s results, often above paid ads and traditional organic listings. This prime positioning draws travelers’ immediate attention to your hotel, especially on mobile devices where screen space is limited. Users are more likely to click the first result they see.
For independent hotels, this visibility can significantly boost direct traffic by putting your content in front of travelers before they ever reach an online travel agency (OTA) listing. The more often your site earns this placement, the more opportunities you have to attract direct bookings without competing in a crowded search environment.
2. Establish Local Authority
When your hotel’s website is optimized for local SEO and consistently answers common travel-related queries such as “best places to stay in [city]” or “family-friendly activities near [location],” Google is more likely to feature your content in snippets. This not only improves visibility, but also reinforces your hotel’s credibility as a trusted local resource. Travelers are more inclined to book with brands they see as knowledgeable and helpful. Over time, this positions your hotel as more than just a place to stay. It becomes a reliable guide to the destination, building trust and long-term customer loyalty.
