A combination of both is advisable. General keywords (e.g., 'hotel in South Tyrol') increase the website's visibility in search results and attract potential traffic. Specific keywords (e.g., 'luxury spa hotel in South Tyrol') enable a more targeted audience reach by catering to the needs and interests of specific guest groups. Utilizing both types of keywords in the website's SEO strategy can achieve a broad reach and a higher conversion rate.