How to Set Up & Optimize Your Hospitality Brand’s Google Business Profile

While it needs no further introduction, Google remains the world's leading search engine. From desktop to mobile searches, it is clearly on top.

Written by
Monique Lorette
June 13, 2023

While it needs no further introduction, Google remains the world's leading search engine. From desktop to mobile searches, it is clearly on top. As a result, Google significantly influences travelers planning a vacation or business trip with people looking for everything from cheap flights to comfortable hotels. 

Google aims to make it easy for consumers to find what they are looking for through platforms such as Google Business Profile, Google Maps, Google Shopping, and Google Search. Before your property can display on Google Maps, Search, and other platforms, you must claim and verify your hospitality brand’s Google Business Profile. Here is everything you need to know about your hospitality or travel brand's Google Business Profile. 

What is a Google Business Profile? 

Google Business Profile (formerly known as Google My Business) offers free tools, features, and capabilities that open the door to SEO opportunities and increases your business's visibility on various Google services. Whether you run a luxury resort or a small bed and breakfast, Google Business Profile is necessary to promote your property and build trust with your potential customers. This platform allows businesses to connect seamlessly with consumers by sharing amenities, photos, locations, websites, reviews, and more. By creating a Google Business Profile account, your property will rank higher across all Google platforms–Google Maps, Google Shopping, and Google Search. The hospitality industry is one business sector that should leverage maximum profitability from this essential tool. 

How do you create a Google Business Profile? 

If you haven't signed up for a Google Business Profile or to be on Google Maps, but your property already appears, you're not alone. Google robots continually search for new businesses to improve their services. However, you can claim and verify your Google Business Profile if you want to take control of your business information (and we suggest you do!). After verification, you can update your business information and display the features you want consumers to see. This information will appear on all Google platforms, such as Google Maps. 

How does a Google Business Profile guide consumer decisions? 

Review sites have become an essential part of the travel planning process. The opinions shared on sites like Google Business Profile, Yelp, and TripAdvisor often influence travelers' decisions, including what hotels to visit and which to avoid. As sites grow in popularity, they also grow in integrity. Google Business Profile leads the industry in offering reviews of businesses. Visitors trust what users say, so hotels must accumulate positive reviews. 

Potential guests aren't the only ones benefiting from positive reviews on Google My Business. A significant advantage to acquiring positive reviews is Google's ability to move your business higher up the rankings in the results. Review sites want to help get successful brand's out there, so treating your customers well and promoting positive reviews will help the hospitality brand gain exposure.

How do you optimize a Google Business Profile?

A Google Business Profile is often a consumer's first impression of a business. Take the time to fill in your profile correctly, as the rankings of hotel search results are determined by relevance, distances, and reviews from previous guests. Additionally, you don't want to provide potential guests with inaccurate information or a confusing path to purchase. The following are ways to optimize your Google Business Profile. 

  1. Ensure information is consistent and accurate: Ensure your information (phone number, address, etc.) is consistent across your website, social media, and other platforms. Because hotels don't have the option to customize their details section (it is gathered from other platforms), content must be up-to-date, so guests don't receive misinformation. 
  2. Utilize all features and attributes: Google Business Profile offers a range of features to make your property listing user-friendly and appealing. Display featured amenities, services, and other details that help promote your business's unique selling point. For example, include eco-friendly certifications or sustainability initiatives on your page! People want to know. 
  3. Encourage reviews: Reviews are a crucial part of your property’s success. Encourage guests to leave reviews through post-stay emails, on-property signage, and social media. Don’t forget to engage with those that take the time to provide feedback. It’s best practice to leave a response to reviews, whether they are positive or negative.

  1. Add photo and video: Presenting your business with high-quality images can be an eye-catching advantage and provides guests with an inside look at your property. Don’t use stock photos– this is the place to highlight your unique features that separate your business from its competitors. Be sure to optimize your content to maximize its potential.
  2. Regularly check and update your GPB: Google Business Profile is not a set-and-forget strategy. It is crucial to stay active on google listings, from answering questions and responding to reviews to adding new images every so often. Google is notified when you engage or update your profile, which can positively impact your rankings. 
  3. Keep the Q&A section updated: Because anyone can answer questions on a Google Business Profile, you should frequently review questions and ensure people get the correct answers. Respond to the questions yourself with detailed responses so potential guests can receive accurate information. 
  4. Clear CTAs: From phone calls to bookings, you want to make the most of your Google Business Profile. Prominent CTAs help consumers take the next step, increasing conversions and potential guests. 
  5. Conduct competitor research: There’s no shame in seeing what your competitors offer through their Google Business Profile. Competitor research ensures your brand stays up-to-date and can help uncover ways to better connect with the target audience. 

What is Google Maps?  

Google Maps has allowed users to get from one place to another while highlighting hotels, restaurants, and other local attractions. Additionally, users can search for any location, business, or hotel and create itineraries based on their destination. People turn to Maps for information to plan their vacations, including where they will stay, the location compared to activities, and if other people have enjoyed their stay. But don’t worry–you don’t have to manage numerous Google accounts. When you create your Google Business Profile, your business will appear in Google Maps and local results. Because your Google Business Profile is the foundation of all your Google accounts, keeping it up-to-date and engaging with your customers is crucial. 

Like all digital marketing efforts, improving visibility and ranking takes time. While there are no quick fixes to put your hospitality brand on top, consistent optimization and engagement with your Google Business Profile will increase your chances. Google presents an opportunity for brands to get businesses in front of the right people, at the right time, and with the right information. Hospitality brands should take advantage of the free tools, features, and services that make businesses more discoverable and efficient. 

Need help increasing the visibility of your hospitality brand on search engines? Delicious Digital Marketing provides SEO services to ensure your entire digital strategy and web presence are fully functioning and optimized to continue your business growth. Learn more about how we give hospitality brands the best chance of winning the Google popularity game through keyword research, Google Business Profile account setup, backlink audits, and more.