Every year in your area there are moments when thousands of people look for somewhere to sleep: a trade fair, a stadium concert, a sports event, a festival, a famous local celebration. And there are attractions that bring visitors all year round: a theme park, a museum, a major hospital, a university.
These people search Google for very precise phrases: "hotel near the … trade fair", "where to stay for the … concert". Whoever has a page dedicated to that event or attraction has an excellent chance of reaching them. Here's how to create one.
Why they work so well
- Clear intent: someone searching "hotel near the trade fair" needs to sleep there, on those dates.
- Manageable competition: OTAs often have generic pages, not specific content.
- Your advantage: you know the area, the real distances, the parking, the tricks to avoid traffic.
- Less price-sensitive: during events demand is high and guests mainly want convenience.
Which events and attractions to choose
Make a list and assess each item:
| Type | Examples | Frequency |
|---|---|---|
| Trade fairs and conferences | Industry fairs, medical congresses | Annual, fixed dates |
| Concerts and shows | Stadiums, arenas, festivals | Variable |
| Sports events | Marathons, cycling races, youth tournaments | Annual |
| Local events | Festivals, food fairs, traditional events | Annual |
| Permanent attractions | Theme parks, museums, spas, hospitals, universities | All year |
Prioritise the ones that really fill the area and where your hotel is convenient.
The structure of an event page that works
- A clear title: "Hotel near Rimini Expo Centre: 10 minutes away with a free shuttle".
- Event dates (updated every year) and the calendar of main editions.
- Distances and connections: on foot, by car, by public transport, by your shuttle. Real times.
- Why your hotel is convenient for attendees: early breakfast, parking, late check-out, meeting room, fast Wi-Fi.
- Practical information: where to park at the event, tips to avoid traffic, restaurants open in the evening.
- A dedicated offer or rate, if you have one, with direct booking.
- FAQs: typical attendee questions.
- A booking button with the event dates pre-set, if your booking engine allows it.
For permanent attractions
Pages like "Hotel near [theme park]" or "Where to stay near … hospital" work all year round. For hospitals, for example, think of people accompanying a family member: long-stay rates, parking, flexible hours and a caring, respectful tone.
Timing: publish early
Searches for an event start weeks or months ahead. Publish or update the page at least 3–6 months before major fairs and events. For annual events, don't delete the page afterwards: update it with the new dates. Keeping the same URL year after year helps visibility.
Promote the page
- in your newsletter to guests who come for that event;
- in Google Ads campaigns targeted to the event dates;
- through direct contact with organisers and exhibitors. See how to get bookings during trade fairs, concerts and sports events;
- on social media, with posts in the preceding weeks.
Mistakes to avoid
- pages with old dates;
- copy reused for different events with just the name changed;
- optimistic distances ("a few minutes away" when it's 25 by car);
- no link to booking.
Frequently asked questions
One page per event or a single "Events" page?
Both. A general page with the calendar, and dedicated pages for the most important events, which bring more searches and bookings.
Can I use the event's name on the page?
Yes, to describe informatively how to get there from your hotel. But avoid using logos or implying an official partnership if there isn't one.
How long should an event page be?
Long enough to answer every practical question attendees have. Often 400–800 well-organised words, with FAQs.
Want to reach people coming for events in your area?
With our free marketing audit we identify the events and attractions with the most potential for your hotel and tell you which pages to create first.
