Spoiler: It will cost you bookings, revenue, and visibility
“Free” might sound appealing, but in the world of hotel and resort websites, it is often the most expensive mistake a property can make. Many software providers offer complimentary websites bundled with their platform, promising a slick interface at zero upfront cost. But scratch beneath the surface, and the hidden costs start piling up — in lost traffic, reduced conversions, and missed revenue.
What Do You Really Get With a Free Website?
You get what you pay for. In this case:
- A templated design that looks like dozens of other properties
- Limited or no SEO strategy
- Weak content that does not convert
- Slow load speeds and poor performance
- Very little flexibility or customisation
These free websites are not built to win. They are often created by software developers who specialise in systems, not in digital marketing or high performing website design.
Designed for the Platform — Not for Performance
Software developers know how to build stable platforms. But they are not experts in SEO, user experience, conversion optimisation, or content strategy. Their websites are designed to work within their system, not to perform in Google search or convert lookers into bookers.
Here is what we see time and time again with these kinds of sites:
- Load slowly (especially on mobile): With mobile-first indexing now the norm and most users searching and booking via mobile, a slow site is a dealbreaker.
- Use bloated templates that are difficult to customise
- Are not updated regularly with fresh content
- Do not target competitive local search terms
- Rely on stock imagery or poorly compressed assets
The result? The property starts losing rankings. Traffic drops. Direct bookings stall — and OTAs continue to dominate.
Who Pays for the Free Website?
In short, you do. Or more specifically:
- In management rights, your unit owners pay — through reduced returns, more OTA fees, and missed direct booking opportunities
- In hotels or motels, the property owner pays — because commission costs increase and profit margins shrink
And unlike a website you own and control, these free sites are often locked inside the provider’s system. Leaving means losing your content, your SEO progress, and starting again from scratch.
The Hidden Long Term Costs
Even if the website looks decent on the surface, the long term damage can be significant:
- Lower Google rankings and poor search visibility
- More brand hijacking by OTAs in paid search
- Fewer repeat visitors and lower email capture
- Higher bounce rates and lower engagement
What looks like a “free” website is actually costing you every day in missed revenue and lower lifetime value from your guests.
Falling Behind with Every Algorithm Update
Even if your free website is ranking well now, that does not guarantee future performance. Google made 9 confirmed major algorithm updates in 2023, 7 in 2024 with the March update considered the largest ever, and 2-3 in 2025 so far, not including dozens of smaller adjustments and experiments. Without a dedicated SEO strategy and ongoing optimisation, rankings can drop overnight.
Properties relying on free websites from software providers are particularly vulnerable. These sites are rarely audited, optimised, or updated to reflect Google’s evolving priorities — meaning they slowly sink as competitors climb.
AI Is Changing the Game — Are You Ready?
Search behaviour is changing. With the rise of AI powered tools like ChatGPT, Google SGE, and Bing Copilot, travellers are no longer just typing “Burleigh Heads resort” into a search bar. They are asking:
- “Where should I stay near a quiet beach with cafes nearby?”
- “Which Gold Coast resorts are best for couples?”
- “What is the best spot to stay if I want to go hiking and surfing?”
This shift toward long form, conversational queries means your website needs to be optimised not just for keywords — but for intent.
If your content is shallow, templated, or generic, it will not show up in these new AI driven search experiences.
👉 Read our full guide to optimising your website for AI and LLM search
There Is a Better Way
If budget is a concern, look into low commitment models that are designed for results. For example, our Boost Direct program includes:
- A high converting, custom designed website
- Built-in SEO strategy and blog content
- Mobile optimised performance
- Monthly reporting and full transparency
- All-inclusive creative and hosting support
No upfront costs. No templates. No shortcuts. Just a dedicated team focused on increasing your direct bookings.
📌 Learn more about our Bums on Beds Guarantee
Final Word
Free websites are rarely free. They come with a steep, ongoing cost in traffic, bookings, and business control. If you are serious about growth, guest experience, and long term success, your website is not the place to cut corners.
Let the software experts focus on systems. Let digital marketing experts like eTourism handle your website and growth strategy.
🎯 Ready to see what a revenue focused website can do for your property?