Win More Bookings: 6 Smart Google Profile Tips for Hotels

Let’s start with something easy: your Google Business Profile (GBP) is usually the first impression visitor form of your hotel.

Even if they click through to your site or browse OTA availability, most of your potential guests will first see your hotel on Google Search or Maps.

Your GBP isn’t, therefore, a free listing—it’s your most essential digital window.

And in hospitality, where competition is intense and customer trust is paramount, being different from the crowd in the home market is not an option.

Google says that 76% of people who search for something nearby on their phone actually visit a business within a day and 28% result in a purchase. For hotels, that “purchase” typically arises as a direct booking, phone booking, or walk-in.

So, how do you make your listing not only seen, but irresistible?

Here is your complete, step-by-step guide to conquering hotel SEO with Google Business Profile.

6 Google Business Profile Tips For Hotel SEO

1. Start with Rock-Solid NAP Consistency

The holy trinity of Name, Address, and Phone number is easy, but NAP inconsistency is one of the most frequent mistakes in local SEO for hotels.

It matters because search engines make trustworthiness determinations based on NAP data. Even small variations—having “Street” on your site and “St.” on a directory—create dissonance in local citations. Google thinks this is confusion, not clarity.

A BrightLocal survey reports that 68% of consumers would no longer patronize a local business if they found that the information they received online was incorrect. You must have effective local digital marketing strategies as a local business owner.

For a hotelier, that could be an unanswered phone call from a guest, a walk-in who was unable to find your property, or a lost booking due to an incorrect number.

Here’s your action plan:

• Use the same formatting across all online directories.
• Use a local phone number with your area code.
• Write your hotel’s name exactly as it appears on signage.

Pro tip: To audit your NAP consistency across the web, use tools like Moz Local or Whitespark.

2. Choose the Right Business Categories and Attributes

Too many hotels default to the default category: “Hotel.” But Google allows you to drill down—and you must.

Your primary category should explicitly define your initial product (i.e., “Boutique Hotel,” “Luxury Hotel,” or “Business Hotel”). Lastly, add secondary categories that define your hotel’s particular amenities or characteristics.

Some popular secondary categories include:

• Resort Hotel
• Bed & Breakfast
• Extended Stay Hotel
• Spa Hotel
• Pet-Friendly Hotel

Adding more descriptive and accurate categories increases the chances of your hotel being listed for relevant searches.

Don’t forget amenities. These describe what your hotel offers to let people see if it is value for money or not, such as:

• Free Wi-Fi
• Pool
• Gym
• Spa
• Jacuzzi
• Family-friendly
• LGBTQ+ friendly

According to Google’s local SEO data, hotels that optimize their categories and attributes see up to 30% more engagement.

3. Elevate Your Photos and Videos

When it comes to hotels, images work as the emotional hook, as people tend to imagine themselves in that space.

The possibility of a casual browser turning into a committed guest increases because of beautiful photos as they scream louder than a thousand words.

Also, pay attention to image optimization for SEO as it helps improve visibility in Google local search.

Hotels with high-quality images receive:

• 42% more requests for directions
• 35% more click-throughs to their website

(Source: Google Business Profile data)

But not all photos are created equal.

You want a mix of:

• Professional shots of rooms, washrooms, lobby, dining areas, and amenities.
• Lifestyle images that have the essence of real experiences (guests enjoying dinner, sunsets from the balcony)
• User-generated content (encouraged via signage, QR codes, or contests)

Maintain your media. Holiday decorations, festivals, and seasonal celebrations are occasions to refresh your photos.

Also, add videos—a suite whirlwind tour, a 360-degree tour of your lobby, or a tour of your rooftop bar will generate time-on-profile and engagement.

In travel digital marketing, building a reputation is everything, and nothing pays you more. Today, that reputation is largely shaped by online reviews.

In hospitality, building a reputation is everything, and nothing pays you more, today, it’s largely shaped by online reviews.

A 2023 TrustYou survey revealed:

• 81% of travelers always or frequently read reviews before booking
• 96% of travelers consider reviews important when researching a hotel

But here’s what everyone generally misses: reviews are not only important to build trust with humans, but also to influence rankings in Google Business Profile.

The volume, quality, and frequency of reviews play a key role in local search visibility.

How to get more (and better) reviews:

• Ask politely at checkout.
• Send a follow-up email with a review link.
• Incentivize with a discount on the next stay or a free room upgrade (while following Google’s review policy).

How to respond like a hospitality star:

Generic replies do not cut Google and nor for guests. Thank the guest personally. Mention the facilities they liked about their stay. Address any complaints with care and responsibility.

Joining the conversation through responses to reviews increases guest loyalty and indicates to potential visitors that you care. It also informs Google that you’re active and reliable—a cue for enhanced local pack rankings.

5. Use Google Posts Like a Content Window

Consider Google Posts your hotel’s own billboard on Google. They appear right within your Business Profile and allow you to post timely updates, promotions, events, and announcements.

In contrast to static listings, Posts provide a fresh touch to your profile.

Post ideas:

• Weekend getaway offers
• Live music events at your café
• Wedding packages during the off-season
• Festive dining menus
• Monsoon retreat discounts

Each post may have a call to action such as “Call Now,” “Book,” or “Learn More.” They last for 7 days (except for event-type posts), so consistency is important.

One that publishes weekly shows up 11% more often in local search results, reports BrightLocal. And they receive more bookings as well—particularly when presenting time-limited offers.

6. Master the Q&A Section—Before Someone Else Does

Your Google Business Profile includes a space in which future guests may post questions publicly, and they can be answered by anyone. That can include strangers, rivals, or robots.

Don’t leave that space unchecked.

What you should do:

• Log in to your profile and answer every question yourself.
• Preemptively ask and answer common questions like:
• • “Do you offer airport pickup?”
  • “Is breakfast complimentary?”
  • “Are pets allowed?”
• Use helpful, keyword-rich, human answers.

Consider this area to be your public FAQ. A well-organized Q&A section is good for SEO and demonstrates you’re being proactive in guest communication.

Bonus Tip: Use Google Business Profile Insights

Once you are done with profile optimization, do not forget to check your performance using the built-in GBP Insights dashboard.

Here’s what you can track:

• How guests found you (direct vs discovery searches)
• What queries triggered your listing

• How many clicked “Website,” “Call,” or “Directions”
• Photo views vs competitors

These understandings expose how your listing is doing and which content connects. If photo views skyrocket whenever you upload pool photos, you now know what to feature next.

If “pet-friendly hotel near [city]” drives clicks, that’s your next Google Post or blog topic.

Final Thoughts

There is no hack or shortcut to local hotel SEO. But there is a system. And Google Business Profile is at the core of it.

By emphasizing accuracy, visual attractiveness, guest trust, and regular updates, your hotel is not just another listing. It is the clear winner—the one that appears first is inviting to look at and gains trust before a guest ever steps inside.

This isn’t about bookings—it’s about establishing long-term visibility and reputation in an age where guests Google everything.

So, take care of your GBP just as you take care of your guests. Because, in today’s search-first era, it is your front desk.

For personalized guidance or a complimentary review of hotel digital marketing services, simply contact the professionals at Uvisible.