The journey starts with a region, narrows to a town, and only reaches a property name in the final week. Most hospitality SEO is built entirely around that last step.
Writing honestly about the place around you is the highest return content work in hospitality, and almost nobody does it well. Not a list of attractions. A real opinion about where to eat on a Sunday.
It also happens to be the content that guests screenshot and send to the people they are travelling with.