Increasing visibility on search engines isn't just a function of SEO and site design. There are other aspects that can have great impact on the final position of your site – and one of those is link building.
Link building is the art of linking to other, equally relevant, sites and having them link back to you. The action of link building indicates a level of commitment and veracity in the content of the website, as well as sense of having market authority.
In addition to helping improve search engine ranking, link building can help establish the hotel with consumers and give them a sense of trust in your site. This is not only because the guest is going to find the site in a myriad of other relevant sites, but because link building helps your hotel's website get traction in the social marketing sites.