If you’re running a hotel, you probably already know that visibility is everything. In the ever-competitive world of hospitality, being easy to find online isn’t just nice—it’s a must. With Google’s ever-evolving search landscape, your Google Business Profile (GBP) is more crucial than ever. But here’s the kicker: hotels face some unique challenges when it comes to setting up and optimizing their GBPs. Let’s dive into how you can supercharge your hotel’s online presence.
Why Your Google Business Profile Matters More Than Ever
First things first—why should you care about your GBP? Well, if you’re in the hotel business, your GBP isn’t just a listing; it’s your front door to the digital world. Since Google’s 2018 algorithm update, the only way for individual hotels to show up in those all-important “hotel + location” searches is through the Hotel Pack—a specialized set of results driven by your GBP. If you’re not optimizing this, you’re handing over your potential guests to Online Travel Agents (OTAs) on a silver platter.
Understanding the Hotel Pack: The New Battleground
The Hotel Pack is where the magic happens, but it’s a different beast compared to the traditional Local Pack that most businesses are familiar with. Driven by Google Travel, the Hotel Pack prioritizes ease of use for booking and filtering options over direct access to your hotel’s website. This means that users won’t see your phone number or website right away—they’ll see options to book through Google Travel. In a world where convenience trumps all, you’ve got to play by Google’s rules to stay in the game.
Setting Up Your Hotel’s Google Business Profile
So, how do you get started? Whether you’re setting up a brand-new listing or taking over an existing one, the process is critical. For new hotels (rare as they are), setting up a GBP involves standard verification steps, but with a twist—Google often requires video verification. If you’re rebranding or taking over an existing property, you’ve got a different set of challenges, like transferring ownership and dealing with any legacy issues that might affect your listing.
Features You Can and Should Optimize
Here’s where things get interesting—and a little restrictive. Hotels don’t have access to all the bells and whistles that other businesses do on GBP. But what you can access, you should be maximizing. We’re talking about:
Hotel Details (Attributes): Regularly update your amenities, sustainability practices, and other key features that potential guests care about.
Photos: High-quality images aren’t just nice to have—they’re essential. Make sure they’re unique to your GBP and regularly updated.
Reviews: Engage with your reviews, both good and bad. It’s all about building trust with potential guests.
Don’t Be a Blue Dot: The Importance of Pricing and Booking Links
When users search for hotels on Google Maps, those little price pins that show up are your best friend. But if you’re not integrated with an OTA or Google Hotel Ads, you’ll be relegated to a tiny blue dot—a place no one wants to be. Make sure your pricing is up-to-date and visible by integrating with the right booking providers.
How to Succeed in the Hotel Pack
With limited features to optimize directly on your GBP, you need to focus on what you can control:
Website Optimization: Ensure your website works seamlessly with your GBP. Location-specific content, clear NAP information, and integration with Google Search Console are non-negotiable.
Content Strategy: Shift your focus to where you can win—specific queries like “luxury hotels near [landmark]” or “pet-friendly hotels in [city]” are where you should shine.
Leverage Your Strengths: Highlight your hotel’s unique selling points, whether it’s the view, the amenities, or the experience. This is where local SEO meets brand storytelling.
Conclusion
Optimizing your Google Business Profile for a hotel is a different ballgame compared to other industries, but it’s not impossible. By understanding the Hotel Pack, setting up your profile correctly, and focusing on what you can control, you can stand out in the crowded hospitality market.
In a digital world where visibility is everything, GMB Fox ensures your business isn’t just online—it’s the first choice customers make. Let us handle the complexities of digital marketing, so you can focus on what truly matters: growing your business.
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