Google My Business SEO Strategies for Hotels

For the past 2-3 years, the travel and tourism businesses have been on the rise. Hence, standing out online is no longer optional but essential. While many resorts and B&Bs have embraced GBP in SEO for hotels, far too many are still missing out on its full potential. From boosting visibility to driving direct bookings, Google Business Profile can revolutionize the hospitality business.

Why is Google My Business SEO Non-negotiable in 2025?

Google processes over 8.5 billion daily searches, and 90% of travelers research accommodations online before booking. Your Google Map Hotel Profile acts as a 24/7 virtual storefront, influencing everything from first impressions to final bookings. Yet, outdated profiles, incomplete information, and underutilized features are costing businesses leads and revenue. Let’s dive into what you’re overlooking.

Key Features Hospitality Businesses are Underusing

Showcasing Amenities and Unique Attributes

Google hotel allows you to highlight amenities like “pet-friendly rooms”, “sustainable practices” and “pool access”, these attributes are those which 64% of the travelers prioritize. However, many hotels fail to update these details or leverage the newer attributes like DEI badges (e.g., “Women-led”, “LGBTQ+ friendly”) and sustainability certificates introduced in 2024.

High-Quality Visual Content

Guests rely on visuals to gauge your property’s vibe. GBP lets you upload photos, videos and 3D-tours (up to 30 seconds) but many hotels use generic stock images or low-resolution photos. According to Google, properties with 7-12 professional images see 35% more clicks

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Direct Booking System

Instead of third-party platforms who charge hefty commissions, Google Map Hotel's “Reserve with Google” feature lets guests book directly, cutting out intermediaries. For example, linking your website’s booking engine to GBP can drive 230% more website traffic

AI-overviews

With AI overviews dominating search results, Google hotel profiles that include FAQs, detailed descriptions and keyword-rich content rank higher. Zero-click searches now account for 65% of queries, making it vital to pack your profile with answers to common questions like “Is parking free?” or “Do you allow pets?”.

Google Posts and Promotions

Only 22% of the hospitality businesses regularly use Google Business Profile to share events, seasonal offers, or COVID-19 safety updates. Posts with compelling CTAs appear in search results and maps, acting as free ads.

Common Mistakes to Avoid in SEO for Hotels

Neglecting Regular Updates

An incomplete or outdated profile can deter potential customers. Regularly update GBP with new photos, seasonal hours and information about services or restrictions.

Ignoring Reviews

Failing to respond to Failing to respond to reviews can make your business seem unapproachable. Engage with customers by thanking them for positive feedback and addressing negative comments constructively.

Overlooking Insights

GBP provides insights into how customers interact with your profile. Use this data to understand customer behavior, track engagement, and refine your marketing strategies.

The Future of GBP in Hospitality

Google’s 2025 updates will prioritize visual search (via Google Lens) and AR-powered virtual tours. Hotels that adopt this early will dominate “near me” searches. Additionally, voice search optimization will become critical as 55% of travelers use voice assistants for planning.

Your Google Business Profile isn’t just a listing, it’s a dynamic tool to attract, engage, and convert guests. By addressing gaps in visual content, direct bookings, and AI-driven SEO for hotels, you can outshine competitors and turn searchers into stayers.

Need help optimizing your GBP? Explore our Website or book a consultation to unlock your property’s full potential.