I don't know if this is going to let me reply to @apnerve, but I'd have to agree with you that there's nothing technically wrong with skipping h2 and going straight to h3 - that being said, it may be prudent to use CSS to restyle your headings so h1-whatever work the way you want them to, then you have a h2 element that shows up as expected, and you can have an h3. The tiered heading system seems to be used to denote different headers as grouped by importance. H1 is a main header, important. Their importance to the crawler and ultimately organic search ranking will be directed by the standard hierarchy of elements. Creating a page which is pure clean HTML code will be easier for the crawler to recognize as "a product" or "a reservation page".