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The Visibility Audit

EXPLORE WHAT IS INCLUDED

Find out exactly what is holding your hotel back online. Then fix it.

The Visibility Audit is a ‘forensic’ review of your entire online presence from your website and OTA listings to your Google profile, paid activity and search visibility. You get a clear prioritised action plan. One fixed fee. Delivered in 2 to 3 weeks.

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You do not need to guess what is not working any more. After the audit, you will know exactly what to fix, in what order and why it matters.

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From £1500 - fixed fee, one-time engagement.

BOOK YOUR AUDIT

Here is everything I look at.

Eight areas. One clear picture of where your hotel stands.

  • 1- Your Website

    Messaging, user experience, conversion rate, booking engine and Search engine everywhere. Is your website working as your best sales tool? Or is it a pretty brochure that send people back to the OTAs?

  • 2- Your OTA profiles

    Content quality, positioning, rate strategy, review scores and responses, photo quality and how you compare to your nearest competitors. Small changes here can shift a meaningful amount of volume to Direct.

  • 3- Your Google Business Profile

    Completeness, categories, photos, reviews velocity, Q&A and local search visibility. This is the single most underused free marketing tool available to independent hotels and most profiles are not close to optimised.

  • 4- Your SEO Fundamentals

    Keyword positioning, titles, descriptions, heading structure, internal linking and content relevance. Not a technical audit but a practical assessment of whether Google and AI search tools can find and understand your hotel.

  • 5- Your Paid Media set up

    If you are running Google Ads or metasearch campaigns, I will review account structure, targeting, spend efficiency and whether the campaigns are actually aligned with your commercial goals.

  • 6- Your Social Media Presence

    Consistency, brand voice, content relevance and wether your social channels are actively contributing to direct booking intent or just consuming time and budget with no measurable return.

  • 7- Your Competitor Benchmarking

    Where do you stand against your three closest competitors? Where are they winning and where are you leaving opportunity on the table? You will know exactly where the gaps are.

  • 8- Your Overall Positioning

    Do your channels tell a consistent story about who your hotel is for and why guests should book direct? Inconsistent positioning is one of the most common and most fixable reasons hotels underperform online.

What you walk away with.

Not a list of problems. A clear plan of what to do next.

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A written audit report.

A detailed, readable document covering every area reviewed, with specific observations for your hotel. Not a generic template. A real assessment of your specific property and specific situation.

A prioritised action plan.

Every recommendation ranked by impact and ease of implementation. You know exactly what to tackle first, what to tackle next and can wait. Nothing complicated. Just a clear order of play.

Quick wins clearly flagged.

The things that cost little or nothing to fix and can make a measurable difference fast. Every hotel I audit has at least five. Most have a lot more.

A 60-minute walkthrough call.

Once the report is delivered, we spend an hour going through it together. You can ask anything, challenge anything and leave with complete clarity on the next steps.

The audit is the beginning, not the end.

Once you have your report and action plan, there are three ways to move forward. The choice is entirely yours.

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Path 1 - You implement it yourself.

The report is written to be actioned by you or your team without needing me to hold your hand. Detailed with clear priorities. Plenty of hotels take this route and do an excellent job with it.

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Path 2 - I implement it with you.

I you want me to do the work rather than hand it over, we move into an Embedded Marketing Partner engagement. The Visibility Audit becomes the foundation for everything we build together

EXPLORE MORE
A woman in a red dress giving a presentation to three colleagues in a modern office conference room with large windows and a potted plant.
A woman in a red dress giving a presentation to three colleagues in a modern office conference room with large windows and a potted plant.

Path 3- I lead your team through it.

If you have a team and you want senior strategic direction rather than hands-on execution, we move into a Fractional Marketing Director engagement. I set the direction, support your team and hold the strategy

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Is the Visibility Audit right for you?

This is for you if…

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This is not for you if…

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You are an independent hotel, a serviced apartment, aparthotel or a small chain in the UK, Europe and the USA.

You have tried marketing activities but lack of commercial outcome.

Your OTA dependency is growing and you want a clearer picture of why.

Your website is live but you are not confident it is converting as well as it should.

Your website is live but you are not confident it is converting as well as it should.

You have the internal resource to act on a clear plan but need someone to build it first.

You are looking for a quick fix without addressing the underlying foundations

You want someone to just run your ads without understanding the wider picture first.

You are not open to honest feedback about what is not working.

You are a luxury chain with a full in-house marketing team already in place or a luxury resort.

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Still not sure? Get in touch.

A 30-minute conversation will tell us both whether this is the right starting point for your hotel

CONTACT ME

Your questions about the Visibility Audit.

  • From the initial discovery call to delivery of the full report and action plan, the Visibility Audit typically takes 2 to 3 weeks. Every area is reviewed thoroughly, specific to your property. If you need a faster turnaround for a particular reason, just let me know and I will see what is possible.

  • Minimal involvement from your side is needed during the audit itself. I will ask for access to any relevant accounts such as Google Analytics, Search Console, Google business profile, your OTAs extranet is you want me to review back, your booking engine extranet, your paid media accounts if applicable. After that I will work independently and come back to you with the completed report. The 60 minute walkthrough call at the end is where your involvement is most valuable. The findings are for you to implement at this stage.

  • Yes and it often does. The audit gives both of us a clear picture of the scale of the opportunity and the work involved. If it makes sense to move into an Embedded Marketing Partner or Fractional Director of Marketing engagement after the audit, we will discuss that honestly during the walkthrough call. There is no pressure and no assumption but the foundations and the ambition are clearly there, the next step tends to be obvious.

  • Most website or SEO audits look at one or two channels in isolation. My Visibility Audit looks at your entire online presence as a commercial ecosystem from website, OTAs, Google, paid media, social, positioning and competitors together. I have over 25 years inside hotels and I understand how the pieces connect commercially. The recommendations you get are not generic best practices. They are specific to your hotel, your market and your situation.

  • Almost certainly yes. Most hotel I audit have at least 5 quick wins that are either free or very low cost to implement. Improvement to Google business profile, OTA content, website copy or booking flow that can recover far more than the audit fee in additional direct bookings within the first 2 months. The bigger value is the prioritised action plan which saves months of trial and error and gives you a clear direction o invest your marketing budget with confidence.

  • Yes. If you’ve already set up your website or online listings, this is a great way to make sure you’re launching with strong foundations in place.

  • The audit includes the report and email Q&A, but if you’d like help implementing any of the recommendations or ongoing support, I offer follow-up consultancy packages which we can discuss once your audit is complete.

  • This audit is a bespoke, time-intensive service. Once your audit slot is confirmed, the fee is non-refundable. However, if after reviewing your details I determine that your property isn’t a good fit for the audit, I’ll issue a full refund immediately.