Adapting to Google’s New Algorithm: What Hotels Need to Know About the Future of Media Coverage

Last month, Search Engine Journal reported that “Google Site Reputation Abuse Penalties Hit Major Publishers.” What about its impact on hotels? While media outlets and freelance writers grapple with the fallout of Google’s battle against parasite SEO, there are far-reaching implications for hotels seeking media coverage to elevate their brand visibility. Here’s what you need to know and how to adapt.

The Impact of Google's Algorithm Update on Freelance Writers

In travel and hospitality, freelance writers often receive free flights, hotel stays, and meals in exchange for writing articles for reputable media outlets. If the writer can get a hotel to pay for their stay, they can pitch the editors of a publication to place their story. In theory, it’s a win-win-win: the freelance writer gets a free trip and gets compensated by the media outlet; the media outlet gets a hotel story, and they don’t have to pay to send a staff writer to cover it; and the hotel gets the media coverage it needs and wants.

Unfortunately, some freelance writers leverage their position for free travel and pump out subpar or poor content in exchange. However, if they can successfully pitch their content to a media outlet or self-publish it as part of a contributor network, the article may rank high in Google simply because it’s on an authoritative media site.

Google has made it its mission to eradicate what they call “parasite SEO.” Their latest update targets low-quality articles that exploit highly authoritative websites, including virtually every major mass media publisher where hotels want to appear. Freelance writers across all industries have already reported significant job losses, with some on LinkedIn saying half or more of their regular gig work dried up overnight as publishers evaluate how to meet Google’s new standards.

The upside? Google’s updates will invariably lead to more quality travel articles, as publishers will critically examine the substance of their content to ensure it remains visible on Google and emerging AI platforms and, therefore, discoverable by readers.

What This Means for Hotels

For hoteliers and hospitality marketers, the fallout from these changes means a new era of media relations and content strategies. Google’s algorithm update emphasizes quality over quantity, favoring in-depth, original, and highly authoritative content. As media brands and publications pivot towards higher-value, long-form content, the volume of articles produced will likely decrease due to the cost of bringing more work in-house and paying fewer freelancers a higher rate for authoritative and well-reported stories.

In other words, there will be even fewer opportunities to secure media exposure in the already highly competitive hospitality and travel space, and they will require significantly more time, effort, and cost.

The New Media Landscape: Investing in Quality, Not Quantity

Hotels hoping to continue gaining media exposure must rethink their content and PR strategies in light of these changes. The shift towards long-form, authoritative content means that quality will no longer be optional but an absolute necessity.

Here are a few critical takeaways for hotels looking to navigate this shift:

1. Pick your battles. The major publishers are hard to crack; there’s no way to slice or dice it. All hotels want to get covered in Condé Nast Traveler, Travel + Leisure, and the like, but how you get covered is more critical than ever. Chances are, you’re only getting a feature story if you’re launching a new property or overseeing a significant renovation. If you don’t fall into those categories, think about the most interesting thing your hotel is doing. Which media outlet is most likely to be interested? Instead of spinning on all wheels to secure several passing mentions in various top-tier outlets, hone your effort around the most robust story you can tell and the outlet whose audience needs to hear it. One substantive story to elevate your brand is better than four or five passing mentions.
2. Diversify your outreach list. Association with the biggest names in publishing is fantastic for your brand’s credibility. However, there are many other ways to build credibility through the media. For example, Substack writers with an audience of a few thousand may reach more people ready to take action and book a trip – and independent writers approach long-form content with a much more unique, first-person perspective, which you might not necessarily get from mass media placements. Also, have you thought about inviting an editor or staff writer from a top-tier media outlet for a hosted stay? Even if they cannot confirm coverage, a few social media posts and stories from a well-known journalist (which you can re-post and pin to Instagram Stories highlights) can boost credibility more than a traditional social media influencer.
3. Embrace content marketing. Getting media brand coverage should always be part of your marketing mix. Skift and Curacity’s research has shown that 81% of travelers trust media brands, and 75% are more likely to book a hotel after reading about it in the media. However, consider how much time and effort (and cost!) you put into securing these competitive traditional placements. Invest in your owned media strategy instead of relying solely on third-party media outlets to tell your story. Make a list of your brand partners, national or local, and think about how to co-create blogs, email newsletters, and social media campaigns to enhance credibility and awareness. There are many levers you can control as traditional media placements become scarcer.

The Future of Hotel Media Placements in a Post-Update World

The latest Google algorithm update presents yet another pivotal moment for hotels to rethink their approach to media exposure. As publishers adapt to these changes and media outlets shift towards higher-quality, long-form content, hotels must also shift their strategies.

Patience and precision will be key. Securing premium media placements will require more time and resources than ever. Sending a long list of pitches to freelancers and hoping for the best is no longer enough. Hotels must invest more heavily in media relationships and pitch more robust stories to generate substantive content that media brands must publish to meet Google’s quality standards and those of emerging AI platforms.

And, as media placements become scarcer, hotels must reassess the ROI for each placement. It’s no longer about just getting “mentions.” Hotels must ensure the media coverage they secure drives meaningful results, whether a measurable shift in brand awareness, an uptick in site traffic, or direct bookings.

Curacity can help. As the premium media brand network for hotels, Curacity leverages partnerships with AFAR, Travel + Leisure, and 50 other top-tier media brand newsletters to deliver high-reach, high-frequency media coverage with a 10-20x ROI.