The ubiquity of the large operators such as booking.com causes very pronounced specificities in the hotel industry. This can be a problem, but also an opportunity.

Every hotel website has a natural traffic produced by direct searches based on the hotel name. If you take a look at Google Analytics you will see that the number #1 keyword for your website is the name of the hotel. More important, the name of the hotel produces the 99% of the reservations at your website.

This is consecuence of users seeing your hotel in a reservations portal, such as booking.com, and then looking for your hotel website trying to get more information.