Travel Industry SEO Benchmarks in 2024: Key Insights for Digital Marketers

I’ve just finished reviewing Conductor’s 2024 Organic Search Traffic Benchmarks Report and there are some interesting insights to share. As someone who’s managed SEO strategies for various travel brands, I know firsthand how crucial organic search visibility is in this space. But seeing the hard numbers really drives home just how valuable this channel has become.

TSA data confirms that daily travelers have surpassed pre-pandemic numbers, and we are starting to see the industry normalize again when it comes to seasonal trends. I don’t think that all of 2024 saw this normalization, but there are some fascinating insights about how the travel industry is performing in organic search to help you understand the patterns you’re seeing in your data.

The travel and hospitality industry is currently averaging 31% of total traffic from organic search. That might not sound earth-shattering until you realize this traffic represents an average value of $12.3 million per domain. Yes, you read that right – if you had to pay for this traffic through PPC, that’s what it would cost you. While this is slightly down from $13.4M in 2023, it still represents an enormous opportunity for travel brands to capture valuable traffic without the hefty ad spend.

Understanding the split between branded and non-branded traffic is crucial, and the data backs this up in a fascinating way. Travel intermediaries (Expedia, Travel & Leisure, etc.) are driving a whopping 81% of their organic traffic from non-branded searches. Meanwhile, hotels and resorts show the complete opposite pattern. This perfectly illustrates why you can’t take a one-size-fits-all approach to travel SEO.

What does this mean for you as a travel marketer? These benchmarks give us a crucial baseline for setting realistic goals and identifying opportunities. If you’re managing SEO for a hotel chain and seeing 70% branded traffic, that’s actually right in line with industry standards. But if you’re a travel intermediary and most of your organic traffic is branded, you’re likely leaving money on the table.

We’re at an all-time high for competition in organic search within the travel space. But in my experience, this increased competition actually signals opportunity. It means there’s substantial search volume to capture, and with the right strategy, there’s still plenty of room to grow your organic visibility.

Want to know exactly how to capture this opportunity? Let’s dig into the specific strategies that are working right now in travel SEO…

Organic Search Traffic Benchmarks in Travel & Hospitality: Breaking Down the Numbers

Let’s get granular with the travel industry’s organic search performance, because this is where I see a lot of marketers missing crucial opportunities. That 31% average organic traffic share puts travel and hospitality right in the middle of the pack compared to other industries – higher than retail (27%) but lower than technology (36%).

Breaking down the key findings by sector:

Local Search Dominance

Local search results are crushing it for hotels and resorts, appearing in 40% of analyzed queries. This isn’t surprising – think about how often people search for “hotels near me” or “resorts in [destination]”. I’ve seen properties double their organic visibility simply by optimizing their local SEO strategy and Google Business Profiles.

Video Content on the Rise

One of the most interesting trends is the growing prevalence of video results for hotel and resort searches. The data shows video content appearing more frequently month over month in travel-related SERPs. This aligns with what I’m seeing in client campaigns – properties that invest in quality video content, especially for destination guides and room tours, are seeing significant organic visibility gains.

Location-Specific Content Impact

The data shows that travel brands investing in detailed, location-specific content are seeing the highest returns. This includes:

• City guides
  
  
• Local attraction content
  
  
• Destination-specific landing pages
  
  
• Area-specific event calendars

What does all this mean for your 2024 strategy? The benchmarks clearly show that while paid search remains important, organic search represents a massive opportunity for sustainable, long-term traffic growth in the travel sector. The key is focusing on the right content types and optimization strategies for your specific subsector.

Branded vs. Non-Branded Search: A Tale of Two Travel Strategies

The data shows a fascinating split that completely changes how we should approach SEO strategy depending on the type of travel business you’re operating.

The 81/19 Split for Travel Intermediaries

What’s driving this success? Based on my experience and the report data:

• Broad keyword coverage across destinations
  
  
• Strong optimization for search intent terms like “cheap flights” and “best hotels in [location]”
  
  
• Extensive user-generated content that naturally captures long-tail searches
  
  
• Comprehensive destination guides that capture early-stage travel research

Hotels & Resorts: The Brand-Heavy Approach

Key factors influencing this pattern:

• Direct booking incentives driving brand searches
  
  
• Loyalty program members searching specifically for their preferred chains
  
  
• Brand trust playing a larger role in final booking decisions
  
  
• Return visitors searching directly for known properties

Strategic Implications

This data has profound implications for how hotels & resorts should approach SEO in travel:

• Don’t fight your natural search pattern – strengthen it
  
  
• Focus on brand building in other channels to drive branded searches
  
  
• Optimize for location-specific branded terms (e.g., “Hilton Times Square”)
  
  
• Ensure absolute ownership of your branded SERP real estate
  
  
• Optimize for local search intent
  
  
• Create video content (shown in the report as an increasingly important factor)
  
  
• Focus on mobile optimization (particularly important for last-minute bookings)

Having implemented these strategies with various clients, I can tell you that understanding and leaning into your natural search pattern – rather than fighting it – typically yields the best results. The key is knowing which battle to fight: brand or non-brand dominance.

Rich Search Results: The New Battleground for Travel Visibility

Rich search features have never been more crucial for travel visibility than they are now. Conductor’s 2024 report reveals some fascinating trends in how these features are shaping travel search results, and more importantly, how we can capitalize on them.

Local Search Dominance

The report identifies local search as the most prevalent rich result type for hotels and resorts, and this perfectly aligns with what I’m seeing in client campaigns. Key optimization opportunities:

• Ensure complete and accurate Google Business Profiles
  
  
• Maintain consistent NAP (Name, Address, Phone) across all platforms
  
  
• Actively manage and respond to reviews
  
  
• Create location-specific landing pages for each property

The Rise of Video Results

One of the most significant shifts I’ve noticed, confirmed by the report, is the growth in video results for hotel and resort searches. Here’s what you can focus on:

• Property tour videos
  
  
• Destination highlight reels
  
  
• Room-specific walkthroughs
  
  
• Local attraction guides

People Also Ask Opportunities

The report shows PAA boxes appearing consistently across travel queries. Here’s how to take advantage:

• Target question-based queries about your destination
  
  
• Create FAQ sections using real search data
  
  
• Structure content to directly answer common questions
  
  
• Use proper FAQ schema markup

Having implemented these strategies across various travel brands, I can tell you that success comes from focusing on quality over quantity. One well-optimized local business profile or video will outperform dozens of poorly optimized ones every time.

Top Content Providers: Learning from Travel’s SEO Leaders

The report’s analysis of top content providers reveals some fascinating insights about who’s dominating travel search results and, more importantly, how they’re doing it.

The Wyndham-Travel + Leisure Powerhouse

The most interesting revelation from the report is the dominance of Wyndham Hotels & Resorts and Travel + Leisure. Since their 2021 merger, they’ve created a formidable SEO force. Here’s why this matters:

• Wyndham ranks for nearly double the top 10 results compared to their nearest competitor
  
  
• 9,100+ hotel locations provide massive local search coverage
  
  
• Travel + Leisure’s publishing authority combines with Wyndham’s commercial intent
  
  
• The merger creates a perfect storm of informational and transactional content

Key Learning: This combination demonstrates the power of blending authoritative travel content with commercial hotel pages. I’ve seen similar success (albeit on a smaller scale) when hotels invest in high-quality destination content alongside their commercial pages.

Practical Implementation Tips

Based on what’s working for the leaders, here’s how to compete:

1. Focus on Authority Building
   
   
   • Create expert-driven content
     
     
   • Leverage local knowledge
     
     
   • Build comprehensive destination resources
     
     
   • Develop unique property insights
     
     
2. Optimize for Multiple Touchpoints
   
   
   • Ensure mobile-first design
     
     
   • Implement proper schema markup
     
     
   • Create video content for key features
     
     
   • Optimize for local search
     
     
3. Leverage Your Unique Advantages
   
   
   • Showcase authentic local expertise
     
     
   • Highlight unique property features
     
     
   • Share insider destination tips
     
     
   • Create original, value-added content

While we can’t all be Wyndham, understanding their success helps us identify opportunities in our own market segments. The key is not to copy the giants, but to adapt their winning strategies to your unique situation.

Strategic Recommendations: Your 2024 Travel SEO Action Plan

After analyzing Conductor’s report findings, here are the five key priorities that travel brands should focus on to maximize their organic search performance:

1. Develop a Video-First Content Strategy

With video results showing significant growth in travel SERPs, create and optimize video content for your properties, destinations, and experiences. The report shows this is particularly effective for hotel and resort searches.

2. Master Your Local Search Presence

Given that local search appears in 40% of hotel queries, prioritize your local SEO strategy. Focus on optimizing your Google Business Profile and creating location-specific content that captures “near me” searches.

3. Align Content Strategy with Search Pattern

Based on whether you’re seeing primarily branded (hotels/resorts) or non-branded (intermediaries) traffic, tailor your content strategy accordingly. The report shows travel intermediaries capture 81% of traffic from non-branded searches, while hotels see the opposite pattern.

4. Strengthen Your Technical Foundation

With $12.3M in average organic traffic value at stake, ensure your technical SEO fundamentals are solid. Prioritize mobile optimization, as the data shows increasing mobile search dominance in travel queries.

5. Capture Rich Result Opportunities

Target the three most prevalent rich result types identified in the report: local pack, video results, and People Also Ask boxes. These appear consistently across travel-related searches and offer significant visibility opportunities.

Pro Tip: Don’t try to tackle everything at once. Start with the initiatives that align best with your current business objectives and where you see the biggest gaps in your current strategy compared to competitors.

The travel industry’s organic search landscape in 2024 presents a fascinating paradox: while competition is at an all-time high, so is the opportunity. With organic search traffic valued at $12.3M per domain on average, the rewards for getting your SEO strategy right have never been greater.

Conductor’s report makes one thing crystal clear: success in travel SEO isn’t about following a one-size-fits-all approach. Whether you’re a hotel seeing primarily branded searches or an intermediary capitalizing on non-branded traffic, the key is to understand your unique position in the market and optimize accordingly.

As daily traveler numbers continue to surpass pre-pandemic levels, now is the time to invest in your organic search strategy. Focus on creating high-quality video content, optimizing for local search, and providing the comprehensive, location-specific content that today’s travelers demand. Your future visitors are searching – make sure they find you first.