State Of The Luxury Hotel & Resort Industry Report Nr.1
State of the Luxury Hotel & Resort Industry report is something which we will publish on a regular basis. It is important to us for you to understand. That we don’t want to make any fun of anyone in this report.
It is instead a learning experience for all involved in the Luxury Hotel & Resort industry. With this report, we will show the things which you could do better and the things which you are already doing good.
We will not publish any crucial or sensitive information which anyone of us could not get from the internet without using paid tools. Instead, we are going to use public tools like semrush.com or ahrefs.com together with free social media.
We will not use any advanced SEO tools, full of data which is difficult to understand without any SEO experience.
Let’s Get Started
The Luxury Resort which we will analyse here in our report was chosen very randomly. We created some cards with different locations around the world.
One of our team members pulled the card with the name Bali. So what we did was simple. We went to Google and typed in the word Luxury Hotel Bali and Luxury Resort Bali.
For Luxury Hotel Bali we took the very first Hotel which showed up as an Organic search term. We ignored the paid ads and as well the google local map listings as these things are easy to manipulate.
The very first Hotel which showed up on position NR. 8, which is actually quite sad to see this. Because you have from position 1 to 7 only some travel blogs or TripAdvisor.
Anyway on position Nr. 8 was the Luxury Hotel Viceroy Bali. We checked as well the search term Luxury Resort Bali and again the Viceroy Bali is in position Nr.8.
This was a very good sine that the people of this Resort are doing something good. You see below how it looks like in Google when you search for the term.
What we see is, that their Snippet is nice, It is written that it is a private family-owned Hotel which is a nice touch. The thing which they should be doing better is to have a new Title. It looks right now like keyword stuffing.
Viceroy Bali Homepage
Let’s have a look at the homepage directly. What we are really looking for are just simple things, nice graphics, slick design, usability, easy to find the bookings and telephone number. At the same time, it needs to have great pictures to capture our dreams and imaginations.
The website looks like it is made in the 90’s when the internet just started. No dynamics, pore graphics and so many other very bad flows. Surprisingly at the bottom of the Page, there is the copyright 2017 sign. But we are really not sure if the person who is maintaining this page is living in 2017?
We put on each ”mistake” a number and we will go through all of them. A big flow of the website is, that it does not run on WordPress. It would make things much easier, for SEO and as well be having a nice looking website.
By the numbers:
- Is a sort of a Header, which should represent Guest comments as it looks like. The question is why is it written in such an ugly font, that no one can read it. At the same time, if this is a guest comment why is there no name from the guest?
- Introduction of the Hotel, there is no problem with the copy. It is just a problem how it gets presented.
- This are apparently social media signs. There are so many FREE plugins which can display them in such a better way.
- The picture is not bad but as well not that great. This is actually a slider and there are some better pictures.
- On each picture, there is this kind of slider which describes the picture. First of why? And second, it looks really cheap how it is done.
- The side menu is very unappealing. They should be using a much more attractive solution for it.
- This is where you can do a direct booking. It is hidden away and again very unattractive.
- The associations this Luxury Resort belongs to could be presented in a much better light.
- Same goes as well for the awards from various organizations.
- The Facebook like Button is totally out of place. A better solution has to be implemented there.
- It is a nice logo, but again out of place on the black background.
- Choosing the language is a good thing.
- Same as in point 9, the associations should be presented in a better light.
- Again it is just another block of words. Yellow and grey links once you hower over them.
Google and Gtmetrix
There are actually two things which we have to look out for. The first is, is this website Mobile friendly and the second is how fast is the site loading in a browser.
This is alarming, really alarming what we see here. Not only is the desktop version in a poor state, what is more concerning is that the mobile version is even worse.
This will hurt the Resort in the future if they will not get a hold of it.
Another alarming signal from GtMetrix. The side just scores a D with just above 62%. There is clearly a lot of work to be done.
Booking Engine and Other Pages
On the homepage, the direct booking button is hidden away. Which is bad because they are losing direct bookings. Once a guest finds the direct booking button, he will be presented with a page like this.
This is something like booking your funeral. And we mean it that way. Does this look like, I will book a vacation at a Luxury Resort? No pictures, no offers just a very simple and cheap form.
Same goes for the contact page of the reservation. Who wants to contact the reservation department through a form like this?
If you are going to look at the other pages of the Viceroy Bali, then you will get a feeling. That this webpage is really old, and it has been put in place just to have a webpage.
Photo Gallery page: The pictures are in a mosaic style. This is not a problem, the problem is that the pictures are semi-professional done. And the problem is that you can really see it, as some pictures have a really bad set up.
Destination page: This page is totally lost, we have one picture of a rice field and then we just have a big block of text. It is hard to read and not set up the right way.
Facilities page: Another sad page on this website, the pictures are really bad and small. The description next to the pictures could be much more professional.
It is really sad to see how this Luxury Resort is getting presented on the internet. There is no direction and passion behind it. We just put up some pictures and text on the website and that’s it.
Now let’s have a look at the traffic source of the web page. Where is their traffic coming from and from which Keywords? Therefore we go to similarweb which will give us the right results.
We see that most of their traffic is coming from search and that 10% of traffic is paid. The keywords for which the Viceroy Bali is ranking are as well not that competitive.
Let’s have a look at the page insights, to see if we can spot some errors and what the site is doing right. Doing a page analysis is a good exercise to have more information on the health of your webpage.
We see below that the site has some errors, like the title tags which are too short. At the same time, the web page is blocked by robots, we think we know why it is blocked but this is something which we won’t share here.
One thing must be clear if your web page is blocked for search engines. Then all your other sited beside the home page will be not indext. Which means they will never be found in Google.com. The Viceroy Bali needs as well to increase their backlinks.
This will help them with higher rankings in Google.
We can see that this Luxury Resort has a lot of work to do when it comes to their online presence. They are already doing some things right. We checked their Facebook page and it has a nice engagement and it gets updated regularly.
We as well believe that the service and the facilities are really good at Viceroy Bali, otherwise, they will not have such great TripAdvisor reviews.
But again where they are dropping the ball, is their online Face which is so important.
If you would like to have an in-depth review of your Luxury Hotel & Resort, then please do lets us know at [email protected] and we will get back to you with more details.
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