Case Study · United States · North America · Hospitality

Two Hotels. Two Starting Points. More High-Intent Demand.

Harrison Hotel and Zermatt Utah Resort & Spa show two different operating situations. Harrison used active optimization to accelerate an already fluctuating baseline. Zermatt entered the engagement after more than a year of decline and first needed stabilization before customer actions could return to growth.

Discuss Managed Service View All Case Studies

Why hospitality is different

Calls and website visits are not vanity metrics when someone is choosing where to stay.

Hotel discovery on Google can move quickly from search to action. A phone call or website visit is a high-intent step from a potential guest actively evaluating a stay. We therefore focus this public case on observable customer actions and search visibility, without converting those actions into speculative public revenue claims.

Harrison Hotel · Demand acceleration

Active optimization turned a fluctuating baseline into a clear demand-capture peak.

Before active boosting, Harrison was not in a sustained decline. February provides the clean pre-boosting baseline. In March, during the active optimization period, both website clicks and calls reached their strongest level in the observed window.

+39.2% Website clicks 395 → 550 · February to March

+67.0% Call clicks 345 → 576 · February to March

SEARCH VISIBILITY

‘Hotels near me’ impressions +134.7%
‘Hotels Hollywood FL’ impressions +115.6%
‘Choice hotels’ impressions +216.1%

TAKEAWAY

For Harrison, the strongest signal was not more passive exposure but a sharp increase in the actions closest to commercial intent: clicking through to the website and calling the hotel.

Zermatt Utah Resort & Spa · Reversing the decline

Reversing more than a year of decline.

Zermatt’s Google profile had been on a downward trend for more than a year. MapsExperts began active optimization in March, first stabilizing website clicks and then returning both website and call clicks to growth in May.

−33.9% Website clicks before recovery 1,956 → 1,293 · December–March

−48.3% Call clicks before recovery 561 → 290 · December–March

Stabilization · March–April
Website clicks: 1,293 → 1,278 (−1.2%).
Return to growth · April–May
Website clicks +6.3% (1,278 → 1,359); call clicks +24.6% (228 → 284).

SEARCH VISIBILITY

‘Midway hotels’ impressions +63.6%
‘Hotels in Heber City Utah’ impressions +35.7%
Broad ‘hotels’ impressions +17.2%

TAKEAWAY

The result was a change in direction after a prolonged decline, supported by improving local search visibility. May marks an early recovery, not yet a return to the earlier baseline.

Commercial relevance

In hospitality, every incremental high-intent opportunity can matter.

We deliberately do not publish estimated booking revenue from these profiles. Public ROI should not depend on hidden conversion assumptions. The observable commercial signal is simpler: more people reached the hotel website, more people called, and a declining profile returned toward growth while search visibility strengthened.

Calls are close to the decision

A hotel call is typically made after a traveler has already discovered and evaluated the property enough to take a direct action.

Website clicks open the booking path

A click from the profile moves the user from local discovery into the hotel’s owned digital journey, where availability, rooms and booking options can be evaluated.

Visibility matters when it creates action

Keyword growth is useful, but the stronger operating signal is whether improved discovery is accompanied by more calls and website visits over time.

Evidence discipline

Measured actions stay measured. Revenue assumptions stay out of the headline.

The underlying hotel analysis also modeled booking and revenue impact using conversion assumptions. We do not use those modeled dollar values in this public case. Instead, the case stays anchored to directly observed Google Business Profile actions and keyword visibility trends.

01No estimated revenue presented as realized revenue
02No assumed cost-per-lead or customer-acquisition benchmark
03Direction requests excluded from the commercial narrative
04Harrison Hotel and Zermatt Utah Resort & Spa are identified by name

From visibility to demand capture

Hotel profiles need an operating rhythm, not a one-time optimization pass.

If your property depends on local discovery, direct calls and website demand, MapsExperts can run the profile as an ongoing managed operation and connect visibility work to the customer actions that matter.

Discuss Your Property View All Case Studies