SONO Hospitality (Formerly Cross Hotels Group)

Who They Are

SONO Hospitality, formerly known as Cross Hotels Group, is a regional hospitality management company operating a diverse portfolio of lifestyle and luxury hotels across Asia.

The brand manages multiple hotel concepts including Cross, Cross Vibe, Cross Paasha, and Away properties across destinations such as Thailand, Bali, and other key travel markets. With several properties under one brand ecosystem, the group requires strong organic visibility to support both brand discovery and individual hotel searches across multiple destinations.

The Challenge

Managing SEO performance across a multi-property hospitality brand presents several structural and technical challenges.

For SONO Hospitality, the key objectives were to:

• Improve technical SEO health across a large multi-property website
• Strengthen organic visibility for destination and property-level searches
• Increase non-branded search rankings to support discovery-stage travelers
• Improve site structure and on-page optimization across multiple hotel pages

What We Did

BFound Digital implemented a structured SEO framework combining technical improvements, on-page optimization, and keyword performance tracking across the Cross Hotels & Resorts website.

Scope Included:

• Comprehensive site audit and technical SEO fixes
• On-page SEO optimization across key hotel property pages
• Keyword mapping and ranking monitoring for non-branded search terms
• Optimization of page structure including headings, meta tags, and image alt attributes

These optimizations helped improve search relevance across destination-based and experience-based travel queries.

How We Did it

The SEO strategy focused on improving both technical foundations and content relevance to strengthen organic search performance.

Optimization efforts included:

• Fixing duplicated SEO titles and meta descriptions across property pages
• Implementing proper heading structures and page hierarchy
• Adding missing alt text across images to improve accessibility and search indexing
• Resolving redirected and broken URLs affecting crawl efficiency

Alongside technical improvements, ongoing monitoring of keyword performance allowed the team to prioritize high-opportunity travel searches and adjust optimization efforts accordingly.

The Outcome

Following the SEO improvements, the website demonstrated measurable changes in search visibility and keyword performance across multiple metrics.

Organic Search Performance:

• Over 3,700 organic clicks generated within a month
• Over 220,000 search impressions recorded within a month across Google
• Average search position improved from 35.3 to 15.2 year-over-year
• Average CTR remained stable at 1.5%
• Non-branded hospitality keywords reached Page 1 and Page 2 rankings, improving visibility for destination and accommodation discovery searches

Conclusion

Through structured SEO optimization and ongoing technical improvements, BFound Digital helped SONO Hospitality strengthen organic search visibility across its multi-property hotel portfolio.

By improving site structure, resolving technical SEO issues, and optimizing property pages for search intent, the website gained stronger rankings, higher search impressions, and improved discovery for destination-driven travel queries.

This case demonstrates how systematic SEO implementation can support brand growth and visibility for hospitality groups operating across multiple destinations and properties.