In the competitive hospitality industry, having a well-optimized Google Business Profile (formerly Google My Business) is no longer optional, it’s a key driver for increasing direct bookings and reducing dependence on OTA commissions. Google is often the first place potential guests discover your property, and how you manage your profile directly affects your ranking on Google Maps and local search visibility.
How Google’s local algorithm works for accommodations
Google uses three main factors to rank business profiles:
- Relevance: How accurately your listing matches the guest’s search query.
- Distance: Your property’s proximity to the search area or user location.
- Prominence: The authority of your business, based on online activity, reviews, and overall engagement.
This means that properties with a complete, actively managed profile can outrank large hotel chains, especially in local searches like “best beachfront apartment in Malaga” or “family-friendly hotel near downtown Lisbon”.
Five Key Actions to Optimize Your Google Business Profile
1. Complete Every Detail
Google rewards thoroughness. Include accurate address details, phone number, booking link, amenities, check-in/out times, high-quality photos, and virtual tours. A fully completed profile improves both relevance and visibility.
2. Use Local Keywords Strategically
Your property description should include targeted keywords that match popular search queries, such as “romantic getaway with private pool” or “eco-friendly resort near Marrakech”. This increases the likelihood of appearing in the top local search results.
3. Regularly post Fresh Content
Google favors active profiles. Regularly update photos, post news about special offers or local events, and publish Google Posts. Activity boosts your profile’s prominence and keeps your listing engaging for users.
4. Actively collect and respond to reviews
Positive reviews signal trust to both Google and potential guests. Encourage satisfied guests to leave reviews and always respond. Google tracks responsiveness, and active engagement can elevate your ranking.
5. Monitor Google Insights to improve performance
Track how people find your listing, which search terms they use, and how many clicks convert into bookings. This allows you to refine your descriptions, photos, and promotional posts based on real user behavior.
How Long Does It Take to See Results?
With basic optimizations like adding photos and posts, you can see improved visibility within 2-4 weeks. With sustained effort, regular posts, reviews, and keyword optimization, most properties experience significant improvements within 3-6 months. Long-term consistency can place your property in Google’s local pack within 6-12 months, driving continuous, high-quality direct traffic.
An optimized Google Business Profile is a high-impact, low-cost strategy to increase direct bookings, enhance your local SEO, and reduce OTA dependency. It’s one of the easiest ways to grow your online presence organically while connecting with the right guests.
At Hadid Digital Strategies, we help hotels and vacation rentals build, optimize, and manage their Google profiles to dominate local search. Get in touch for a free strategy session and start attracting more direct bookings!
