Optimizing Your Google Business Profile for Hotels

What is the one thing you, as a user, look for when searching for something on Google? 

Or, say, your ideal customer, for that matter, when they are searching for a comfortable, affordable hotel for their staycation or a quick weekend getaway. 

The answer is information - easy, to-the-point, quick details about everything they, or you, would want to know before reserving a room and packing those bags (finally!). 

A Google Business Profile is what we’re looking for and at (with, of course, the right details).

Previously, we revealed 5 simple steps to set up a Google Business Profile for Hotels. 

Today, we will share Google Business Profile tips and explore how you can optimize your Google Business listing. These include essentials from updating your hotel information to leveraging visual content like images of property, guestrooms, etc., and handling guest reviews. All these and more will add to your hotel's local SEO strategies for your business’s better ranking and visibility. 

The ultimate goal!

Importance of an Optimized Google Business Profile

Google My Business optimization for hotels is a necessity in today's competitive hospitality industry. A well-optimized Google Business Profile (GBP) is vital for enhancing your online presence and improving visibility, guest engagement, and, ultimately, bookings.

1. Improves Hotel Online Presence

Optimizing your Google Business Profile for hotels helps increase your hotel's local search engine ranking. Increased visibility means that when potential guests look for hotels, your establishment will be among those that pop up first. According to a recent study, companies with a complete profile are likely to attract 7X more visits than their counterparts.

2. Builds Guest Trust and Credibility

Google My Business optimization for hotels helps establish your business and its service credibility. In this case, users who view accurate information, quality images, and high ratings will trust your hotel.

According to a report from BrightLocal, 85 percent of consumers trust online reviews. They are also 50 percent more likely to purchase for business with positive reviews and a complete profile.

3. Increased Engagement and Bookings

Recall the numerous times you’ve left a page online because it did not have the information you were looking for! Guests can access all information, including your hotel's features and contact information. This minimizes the bounce rate during bookings.

Comprehensive information and engaging content on your Google Business Profile help drive more direct engagement and bookings. 

Another Google survey shows that 76 percent of users who have searched for a nearby business on their mobile end up visiting the business within a day.

We earlier discussed Google Business Profiles for hotels and their importance. Now that we know this tool helps your customers find you, the next step is Google My Business optimization for hotels and how to do it right!

5 Steps To Optimize Your Google Business Profile for Hotels

1. Update and Manage Your Profile Information

Conflicting information on a website harms your search engine ranking. It also raises trust concerns among potential clients. Your hotel must maintain an accurate identity in terms of name, address, and phone number on all relevant channels.

Always ensure that the NAP you use is consistent with the one on your website, other social media platforms, and other channels.

2. Modify Business Hours and Special Features

Updated business timings help guests know when to arrive. Keep updating these hours for special occasions such as holidays to ensure visitors know what to expect. This is helpful, especially for businesses with a restaurant or spa that is operational at a certain period.

Include services that set your hotel apart. These could be your amenities, such as free wireless internet connection, accommodation for pets, or the presence of a gym. You might also include parking privileges, an airport shuttle, or multilingual support services.

Listing these helps make your profile more clickable. Let your guests make a quick booking decision based on your profile's complete information.

3. Leverage Visual Content

Importance of High-Quality Photos

Photos are critical in Google My Business optimization for hotels. When adding photos to your profiles, do not compromise on quality. Ensure you have clear, well-lit pictures. This gives your potential customer the best view of your hotel and its amenities, such as rooms or the lobby.

Google's findings report that companies with photos get 42% more requests for directions and 35% more website visits. 

Types of Photos to Include

Hotel Google Business Profile photos give guests a comprehensive view of your hotel. You can include a variety of photos, including:

• Exterior and interior shots: Showcase your hotel's facade, lobby, and guest rooms.
• Amenities: Highlight unique features like the pool, gym, restaurant, and spa.
• Room types: Display different room categories to cater to various guest preferences.
• Event spaces: Include photos of conference rooms or banquet halls to attract event planners.

Using Videos to Showcase Your Hotel

Videos highlight the prevailing mood and services offered in the hotel. Show more of your property with a virtual walk-through, user reviews, or an informative video about your accommodations. You can upload videos of up to 30 seconds on your Google business profiles, so go on and make the most of this feature!

4. Encourage and Respond to Reviews

Hotel Customer Review Management

Positive reviews help shape your hotel’s image and reputation. You can encourage satisfied guests to leave reviews by:

• Asking at check-out: Politely request guests who are checking out to leave a review or suggest how the business could improve.
• Email follow-up: Email them on the last day to express your appreciation and share the link to your Google Business Profile.
• Incentives: Encourage guests to leave reviews with incentives like future discounts on accommodations.

Responding to Positive and Negative Reviews

Replying to reviews indicates that you take your guests’ feedback seriously. 

With positive feedback, you can thank the reviewer and echo the positive comments. See if there is anything special that you noticed the reviewer appreciated and paid special attention to. In case of negative comments, admit the problems indicated with full responsibility. You can further propose measures to rectify the situation. This reduces possible damage and shows your dedication to the happiness of your guests.

Guest reviews are a great source of information to use as feedback to enhance your services.

5. Utilize Google Posts for Engagement

As business owners, you can use Google Posts to share updates, promotions, and important information for guests. You can also highlight current sales, events, or facilities. These will help capture the attention of your target audience and entice them to book a stay.

When creating Google posts, ensure these posts appeal to the eye and include a call to action to encourage engagement.

Bonus Tip: Analyze Performance and Make Adjustments

Google offers tools and insights to help you track and optimize your Google Business Profile performance. Review the results of your hotel marketing strategies. Note the number of views, clicks, and customer actions taken to understand what worked and requires modification. 

To increase your business returns, you need to allocate time and resources to Google My Business optimization for hotels. Use accurate information, high-quality visuals, review management, and messaging features. This will help improve your hotel’s online visibility, gain the trust of your target audience, and increase conversion rates.

Keep updating your hotel information for potential customers and let them find you - without a hitch.