Arlo Hotels

Arlo Hotels is a boutique and lifestyle hotel brand with properties in New York City, Chicago, Miami, and Washington, DC. Its New York hotels span Midtown, NoMad, SoHo, and Williamsburg; Arlo Wynwood places the brand in Miami’s arts district. Each hotel combines a place to stay with dining, social spaces, and experiences tied to its neighborhood.

For a brand with several hotels in the same city, search visibility needs to be specific. A traveler considering NoMad needs to understand that hotel’s location and experience, while someone planning a Chicago trip needs a different property and a different set of answers.

Gourmet Marketing supports Arlo’s ongoing SEO as a hotel marketing partner for its urban portfolio. Our work focuses on reaching travelers through destination and hotel-category searches, including people who have not yet chosen Arlo by name.

The challenge is to make each property relevant to its own market while keeping the brand connected. A portfolio search strategy needs to help travelers find the right hotel in the right neighborhood, then understand why it suits their stay.

Work

A distinct search role for each hotel

We mapped search priorities separately for the brand homepage and individual properties. The homepage introduces the portfolio; property pages answer the more specific questions that come with choosing a location. Our SEO strategy across Arlo’s hotel portfolio uses that distinction to connect destination searches with the relevant hotel.

The on-page plan identified downtown Chicago hotel searches for Arlo Chicago, NoMad hotel searches for Arlo NoMad, and Wynwood hotel searches for Arlo Wynwood. These are different markets with different competitors. The content needs to explain each hotel’s neighborhood and experience rather than repeat the same city-level description across every property.

Connecting search intent with property content

Our planning reviewed the existing nonbrand rankings and set priorities for page titles, headings, descriptions, and content at each hotel. The aim was to give each page a clear subject, with the location and hotel category supported by useful information about the stay.

A neighborhood search can lead to questions about rooms, dining, or what is nearby. Connecting those details helps travelers evaluate the hotel on its own website. It also gives search engines a clearer account of which property the page describes and where it belongs.

Measuring organic performance across the portfolio

From January through September 2026, organic bookings increased 8.5% and organic booking revenue grew 22.3% compared with the same months in 2025. These results cover the Arlo portfolio and include Google Business Profile traffic alongside other organic search sources.

Bookings and revenue grew even as recorded organic sessions declined 4.8%. Changes in Business Profile tagging affect the split between local and other organic traffic, so we report their combined contribution.

Google Search Console recorded 36.5% more clicks from June 5 through September 30, 2026, compared with the same dates in 2025. That search-click result covers a shorter period than the booking and revenue comparison.