Sectors
Every sector searches differently, sells in different seasons and competes against different adversaries. Here's what we've learned in the ones we know best.
- Hotels and guesthousesEvery booking that arrives through Booking.com costs you 15-20%. The work is getting some of those people to find you and book direct instead.
- Holiday rentals and villasA villa ranking well in German fills a season on two or three long bookings. The problem is that almost nobody in this sector works that language seriously.
- Restaurants and hospitality groupsIn hospitality almost everything is decided on the Google map, two hundred metres from the door and fifteen minutes before lunch.
- Estate agents and developersThe buyer of a million-euro second home starts on Google from another country entirely, eighteen months before they sign anything.
- Marine and charterThis is a sector that still sells on contacts and boat shows, while three platforms quietly take all of the search traffic.
- Clinics and wellnessA German expatriate with toothache searches "Zahnarzt deutschsprachig". If your clinic has German-speaking staff and the website doesn't say so, you don't exist to them.