Question about SEO for hotels

Hi everyone! I'm new, but have searched for an answer to this, and can't seem to figure out anything.

I'm copywriting for a hotel chain. As far as keywords, I've tried WordTracker, and my frustration level is at an all-time high. Obviously, my KEI number is horrid, as the competition is so high for hotel and travel keyword phrases.

What, other than using the "long tail" of a search (specificity regarding amenities, location, etc) can I do to SEO for a hotel? I'm focusing on good title tags, well-written copy, inverting keywords, all that.

I guess I just feel like I'm missing something. Thanks in advance!

I don't think there's an easy answer. As you say, it is a highly competitive sector, with many direct rivals and untold numbers of intermediaries and affiliates.

As an outsider, I'd suggest that your best bet would be to focus on local interest and local search; when I look for a hotel, I'm most interested in its location - and pretty uninterested in other hotels in the chain.

And, the standard advice is always to 'get in the heads' of potential customers.

[three star houston cheap]
[downtown vancouver smoking]
[paris quiet luxury restaurant]

All seem to me to be as likely to produce results as any industry standard.

But my experience of hotels is 100% as a paying guest!