Checking your hotel's SEO using one of the many verification tools that a quick Google search can provide is a good start, but it's not enough.
A comprehensive SEO audit will provide you with all the details you need to create an operational improvement plan. With this information, your improvement plan will be more complete and will include important elements such as:
A Technical SEO Assessment
An evaluation of the SEO site structure
An on-site SEO assessment
An off-site SEO assessment
A ux design assessment
An assessment of content optimization