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Expedia Canada and Hotels.com take commission on every reservation they deliver. Hotels, lodges, ski resorts, and restaurants across Canada that rank organically for the searches their guests are already making can recover that margin through direct bookings — from domestic travellers and international visitors alike.
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Search "hotel Banff" or "lodge Algonquin Park" in Google. Expedia Canada, Hotels.com, and TripAdvisor appear before your property's direct website. Every booking that arrives through these platforms costs you 15–20% commission — on rooms you would have filled anyway.
Google Hotels surfaces property cards with pricing and availability directly in search. For high-demand destinations like Banff, Whistler, and Niagara Falls, properties not correctly configured in Google Hotel Center cede this display position entirely to OTA listings — sending guests to a commission-bearing booking path even when they are actively searching for your property.
Banff, Jasper, Algonquin, and other Parks Canada destinations generate massive organic search volume — from itinerary planning searches to specific accommodation queries. Properties in or near national parks that publish destination content and park-adjacent keywords rank for this research traffic before OTAs get involved. Most do not.
"Whistler ski packages," "Mont-Tremblant ski in ski out accommodation," "Blue Mountain lodge February" — these are high-value searches with strong direct booking intent. Ski properties that rank for them capture guests at maximum planning intent, before Expedia's ski packages page dominates the results.
French-language accommodation and dining searches in Quebec receive significant volume — "hôtel Montréal centre-ville," "restaurant Vieux-Québec." Quebec businesses required by law to provide French content often treat this as a compliance checkbox, not an SEO opportunity. Proper bilingual keyword research and content reveals demand that competitors are not capturing.
"Best poutine Toronto," "seafood restaurant Vancouver waterfront," "brunch Halifax weekend" — Canadian dining searches are high-volume and high-frequency. Restaurants not appearing in the local pack for these terms are invisible to the guests most likely to walk through the door.
What it means: Comprehensive mapping of English-language keywords guests use to find accommodation and experiences across Canada — from "ski-in ski-out lodge Whistler" to "Indigenous cultural tourism Banff" to "boutique hotel Old Montreal" — plus French-language keyword research for Quebec businesses. Why it matters: Canadian hospitality search is fragmented across destination types, property types, and two official languages. A strategy built only on high-volume generic terms misses the specific searches — ski packages, park-adjacent lodging, Indigenous experiences — that convert at highest rate. What you get: Bilingual keyword master list (English + French where applicable) segmented by property type, destination, experience type, seasonal demand, and intent stage; prioritised content and optimisation plan.
What it means: Full optimisation of your Google Business Profile for local search and your Google Hotel Center configuration for accommodation searches via Google Hotels. Why it matters: The local pack and Google Hotels are where high-intent Canadian accommodation searches resolve. Most properties have incomplete GBP profiles — missing photos, incorrect categories, unclaimed attributes — that cede these positions to OTAs. What you get: GBP audit and full optimisation; Google Hotel Center setup or audit; French-language GBP content for Quebec properties; rate parity review; Destination BC, Destination Ontario, and relevant tourism board citation building.
What it means: A structured content programme building destination guides, park activity content, ski season planning pages, and Indigenous tourism experience content that ranks for the research-phase searches guests make before booking. Why it matters: Canadian travel guests plan extensively before booking — particularly for national park trips and ski holidays. Properties that rank for planning-stage searches appear before any OTA is considered, building brand preference at the research stage. What you get: English (and French where applicable) content calendar aligned to seasonal demand; national park destination guides; ski season content for Whistler, Mont-Tremblant, and Blue Mountain; internal linking from content to direct booking pages; PIPEDA-compliant contact form integration notes.
What it means: A structured process for acquiring, monitoring, and responding to reviews across Google and TripAdvisor — the platforms Canadian guests rely on for accommodation and dining decisions. Why it matters: Review volume, recency, and managed responses are ranking factors for local search and direct booking conversion factors for every prospective guest who reads them. A post-stay review acquisition process consistently outperforms properties that rely on guests to leave reviews organically. What you get: Review audit across all platforms; response template library in English and French; post-stay acquisition sequence; negative review escalation handling; monitoring alerts.
What it means: Structured data markup that communicates precisely what your property is, what it offers, where it is, and what guests say about it — enabling rich results in both English and French Canadian search. Why it matters: Schema enables star ratings, price ranges, amenity details, and FAQ rich results in search. For ski resorts and national park properties, TouristAttraction schema with ski trail counts, park proximity, and Indigenous experience attributes creates richer search listings than OTA pages typically carry. What you get: Full schema implementation for property type; bilingual markup where applicable; FAQPage schema for booking and cancellation questions; ski amenity and Parks Canada proximity attributes; validation and Search Console monitoring.
What it means: A systematic review of your direct booking pages — load speed, conversion copy, best-rate messaging, and trust signals — combined with an analysis of the Expedia and Hotels.com keyword terms your site is not capturing. Why it matters: A guest who finds your property through organic search and arrives on a slow, confusing booking page will complete the booking on Expedia instead — paying you less margin for a guest you acquired organically. Booking page quality directly affects the return on every SEO investment. What you get: Direct booking page audit; conversion copy review; OTA keyword gap report; page speed and Core Web Vitals assessment; best-rate guarantee and cancellation policy trust signal recommendations; PIPEDA compliance note for booking form data collection.
For destination-specific and property-type-specific searches, yes — particularly long-tail searches like "pet-friendly lodge near Banff" or "ski-in ski-out accommodation Whistler February." For high-volume generic terms like "hotels Toronto," the OTA competition is severe. A realistic strategy targets the searches where a direct property site can rank and hold first-page positions — which for most Canadian properties includes destination-specific, amenity-specific, and experience-specific searches — while building domain authority over time.
Ski resort and ski accommodation SEO is heavily seasonal — booking intent for Whistler peaks in October and November, for Mont-Tremblant in September and October. Content and page optimisation must be in place before peak planning season to capture bookings. We map your seasonal keyword demand and build content and page strategies that are indexed and ranking before your guests start searching for that season's trip. Starting in summer gives sufficient lead time for the following ski season.
Yes. Under Quebec's Charter of the French Language (Loi 101), commercial websites targeting Quebec consumers must be available in French. For SEO purposes, this means Quebec hospitality businesses should have French-language pages, French-language metadata, and French-language Google Business Profile content. We build the French-language keyword strategy alongside English — so compliance becomes an acquisition opportunity rather than just a legal requirement.
PIPEDA (the Personal Information Protection and Electronic Documents Act) governs how Canadian businesses collect, use, and store personal information. For hospitality businesses, this affects booking form data collection, email review request sequences, and guest data storage practices. We include PIPEDA compliance notes in our booking page and review acquisition recommendations — flagging where consent language, data retention disclosures, and unsubscribe mechanisms are required.
Destination BC and Destination Ontario are provincial tourism marketing organisations that maintain directories of tourism businesses in their provinces. Listings on these sites provide both citation authority for SEO and direct referral traffic from trip planners. We include relevant provincial and regional tourism board citation submissions in the authority building phase of every Canadian engagement — alongside Destination Canada and niche directories for Indigenous tourism, ski properties, and Parks Canada adjacent businesses.
TripAdvisor is a dominant review platform for Canadian tourism properties and restaurants. Review ranking on TripAdvisor affects visibility within the platform's own search, while Google uses TripAdvisor signals as part of its local ranking algorithm. Volume, recency, and response rate all matter. We build structured review acquisition processes that increase review frequency without violating TripAdvisor's review solicitation policies — a common compliance error that other agencies sometimes make.
The right scope depends on your property type, number of locations, current search visibility, whether you need bilingual French/English strategy, and the competitive intensity of your destination. A single lodge near a national park has a different scope to a multi-site restaurant group in Toronto. We start every engagement with a Search Diagnostic — covering keyword gaps, technical issues, Google Hotel Center configuration, and bilingual opportunity — before recommending a retainer. Engagements are quoted in CAD. Request a Search Diagnostic and we will give you an honest picture of your opportunity and what it would take to capture it.
Yes. Indigenous tourism experiences — cultural stays, guided land-based experiences, Indigenous-owned lodges — represent a growing and undersupplied search category in Canada. We work with Indigenous tourism operators to build content strategies that authentically represent the experience while capturing the English-language search demand for Indigenous tourism experiences in Canada, with reference to Indigenous Tourism Association of Canada guidelines and context.
Not a black box. Real specialists you can call, with their names on the work.
Your guests are searching for properties like yours right now — for Banff, Whistler, Quebec City, or wherever you are. A Search Diagnostic shows you exactly which searches you are visible for, which OTA pages are outranking you, and what a realistic direct booking growth plan looks like.
No obligation. No generic pitch. A specific picture of your property's search visibility and the direct booking opportunity. Quoted in CAD.
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