This guide covers everything specific to setting up and optimising a Google Business Profile for hotels. For general GBP optimisation principles, see the main GBP optimisation page. For SEO beyond GBP, see SEO for Hotels.
The Right Categories
Primary: Hotel (or Boutique Hotel, Beach Hotel, etc. if applicable). Secondary: Restaurant, Event Venue, Spa — if you offer these services. See the full categories guide for more detail on how categories work.
Services to List
Your services section should include: room types (standard, suite, family, penthouse), restaurant, spa, pool, event facilities, airport transfer, concierge — with clear descriptions and pricing.
Photos
For hotels, the most impactful photos are: professional photos of rooms, common areas, pool, restaurant, exterior, views. Guest-uploaded photos also help. Seasonal photos showing the property at different times of year.
Review Strategy
Reviews mentioning specific features — “beautiful pool area” or “amazing breakfast” — help you rank for feature-specific hotel searches. Responding to every review, especially on GBP, shows attentiveness. See the full review strategy guide.
Posting Strategy
Post seasonal offers, event announcements, dining specials, local area tips, and behind-the-scenes content. Hotels should post at least twice per week given the competitive nature of hospitality search. See the posting strategy guide for general posting advice.
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Frequently Asked Questions
What is the best primary GBP category for hotels?
The most effective primary category for hotels is typically “Hotel.” The right choice depends on your specific focus — contact me for a personalised recommendation based on your business and competition.
How many photos should a hotels GBP have?
Aim for at least 20-30 photos across all categories. Add new photos regularly — at least monthly. For hotels, quality visual content is especially important for attracting customers.
How often should hotels post on their Google Business Profile?
At least once per week. Regular posts signal to Google that your business is active and engaged. For hotels, I recommend a mix of offers, updates, tips, and behind-the-scenes content. Each post should include relevant keywords naturally.
Can GBP optimisation help hotels get into the Google 3-Pack?
Absolutely. The Google 3-Pack is the most visible position in local search and gets the majority of clicks. A fully optimised GBP with the right categories, complete services, regular posts, strong reviews, and geotagged photos gives hotels the best chance of appearing in those top three positions.
Do hotels need reviews to rank on Google Maps?
Reviews are one of the strongest ranking signals for the Google 3-Pack. Both the number of reviews and the average rating matter. For hotels, I implement a review strategy that encourages satisfied customers to leave feedback, which builds trust with both Google and potential customers.