Premium Media NG’s Comprehensive Hotel Digital Marketing Audit Checklist
Use this checklist to evaluate your hotel’s online presence, identify gaps, and prioritize optimizations that drive bookings, boost revenue, and enhance guest loyalty.
1. Website & Technical Performance
- Mobile Responsiveness
- Page layouts adapt smoothly on smartphones and tablets
- Click-to-call, click-to-email, and click-to-book buttons are prominent
- Page Speed
- Homepage loads in ≤3 seconds on 3G/4G connections (Google PageSpeed Insights)
- Image compression and lazy-loading implemented
- Secure & Accessible
- SSL certificate active (HTTPS)
- Alt text on all images, logical heading structure (H1–H3), and ARIA labels for key elements
- Booking Funnel Health
- “Check Availability” CTA appears above the fold
- Booking form limited to essential fields (name, dates, room type)
- Error messaging on form fields is clear and actionable
2. On-Page SEO & Local Search
- Keyword Optimization
- Title tags and meta descriptions include primary city + hotel type keywords (e.g. “Boutique Hotel in Lagos”)
- H1s reflect core service (e.g. “Luxury Suites Near Chelmsford”); H2s support secondary terms (“Essex Wedding Venues”)
- Local SEO Signals
- Google Business Profile claimed, complete with hours, photos, and services
- NAP (Name, Address, Phone) consistent across website footer, social profiles, and citations
- Customer reviews responded to within 48 hours
- Schema Markup
- Hotel schema (aggregateRating, priceRange, address) implemented
- Breadcrumb schema for improved sitelinks
3. Content & User Experience
- Pillar Pages & Guides
- In-depth local area guides (e.g. “Top 10 Things to Do in Westcliff”)
- Clear internal links from blog posts to room pages or special offers
- Multimedia Engagement
- Video tours of rooms and amenities embedded on key pages
- Image galleries with captions and contextual storytelling
- Trust & Social Proof
- Prominent display of verified guest testimonials
- Logos or badges for awards, certifications, and key OTAs
4. Social Media Presence
- Platform Alignment
- Instagram: High-quality photos + Reels showing behind-the-scenes and local events
- Facebook: Event listings, special offers, and live Q&A with staff
- LinkedIn: Corporate retreat packages and B2B partnerships
- Content Cadence
- 3–5 posts per week with a mix of UGC, staff spotlights, and local tips
- Engagement rate (likes, comments, shares) benchmarked against 2–3% for hospitality industry
- Ad Campaign Audit
- Retargeting setup for website visitors who viewed rooms but didn’t book
- Lookalike audiences built from past guests lists
- Campaign ROAS ≥ 300%
5. Email & SMS Marketing
- Lead Capture & Segmentation
- Exit-intent pop-up offering a room upgrade coupon for email sign-ups
- Segmented lists: New subscribers, past guests, loyalty program members
- Drip Campaigns & Promotions
- Welcome series: 3 emails over 2 weeks, sharing hotel highlights and a first-stay discount
- Abandoned booking reminders sent 24 hours after form abandonment
- Performance Metrics
- Open rate ≥ 25%, click-through ≥ 3%, conversion from email to booking ≥ 1%
6. Online Reputation & Reviews
- Review Volume & Rating
- Average rating ≥ 4.2 across Google, TripAdvisor, and OTA channels
- At least 10 new reviews per month on each platform
- Response Strategy
- Positive reviews: Thank within 24 hours
- Negative reviews: Acknowledge, apologize, and offer resolution offline within 48 hours
- Showcase Reviews
- Rotating testimonial widget on homepage
- “Guest of the Month” social highlight
7. Analytics & Reporting
- Google Analytics Setup
- Goals configured for booking confirmations, newsletter sign-ups, and package downloads
- Event tracking on key CTAs (e.g. “Call Now,” “Download Brochure”)
- Dashboard & KPIs
- Monthly dashboard: Users, sessions, conversion rate, average order value, revenue by channel
- Compare month-over-month and year-over-year trends
- A/B Testing
- Test headlines, hero images, and CTA copy on high-traffic pages
- Document results and roll out winning variants
8. Technology & Automation
- Booking Engine Integration
- Availability calendar synced in real time
- Automated upsell options (breakfast add-on, spa package) at checkout
- Chatbot & Live Support
- AI-powered chatbot handling FAQs (check-in times, amenities)
- Live chat option during peak planning hours
- CRM & Loyalty
- Guest data synced with email and SMS tools for personalized offers
- Automated birthday/anniversary messages with exclusive discounts
9. Partnerships & Distribution Channels
- OTA Management
- Rate parity checks weekly across major OTAs (Booking.com, Expedia, Hotels.com)
- Special “Direct Booking” rates promoted on your site
- Local Collaborations
- Co-marketing packages with nearby attractions or restaurants
- Cross-promotions via influencer stays
Next Steps & Prioritization
- Quick Wins (0–30 days): Speed & mobile fixes, Google Business Profile optimization, review-response audit.
- Mid-Term (30–90 days): Content pillar creation, social ad retargeting setup, email drip deployment.
- Long-Term (3–6 months): Voice search optimization, chatbot deployment, A/B testing program.
Ready for a deeper dive?
📞 Book your free Hotel Audit: +234 806 041 8202
🌍 Download our Audit Toolkit: premiummediang.com/hotel-audit
📲 DM for insights: @premiummediang
Building Digital Excellence 
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