Quick tips for Using Google My Business to Fill Empty Rooms

In the fast-moving world of hospitality, filling every room matters. Whether you're running a boutique hotel or a vacation rental, empty rooms mean lost revenue. One of the most underused but incredibly powerful tools to boost your direct bookings is Google My Business (GMB).

With more travelers using “near me” searches to find accommodations, a well-optimized Google Business Profile can be your ticket to more direct bookings. Your hotel’s Google Business Profile isn’t just a digital business card, it’s a direct path to turning searches into stays. By optimizing it strategically, you can show up for the right guest, at the right time, with the right offer. This guide shares practical, effective tips designed specifically for hotels and accommodations aiming to boost visibility, attract nearby travelers, and increase direct bookings.

Want more heads in beds? Start by showing up when and where travelers are searching. Google My Business optimization ensures you're not just seen but chosen.

Let’s dive into how you can leverage local SEO for small businesses and transform your Google My Business listing into a high-converting, occupancy-boosting powerhouse.

Why Google My Business Matters for Hotels

Google My Business (GMB) is often the first point of interaction a guest has with your hotel. When someone searches for “hotels near me” or “best boutique hotel in [location],” your GMB profile can show up with key info like:

• Photos of your rooms and property
• Guest reviews
• Real-time availability
• Direct booking links
• Directions and contact info

This immediate visibility is a major reason why local SEO for business is not optional anymore; it’s essential.

A strong GMB profile ensures your hotel doesn’t just appear but outshines others in crowded local search results.

1. Complete Every Section of Your GMB Profile

The more information you provide, the better your chances of ranking higher in local searches.

Fill out:

• Business name, address, and phone number (NAP)
• Business category (e.g., Hotel, Bed & Breakfast)
• Hotel attributes like check-in times, amenities, accessibility, and pet policies
• Business hours (especially holiday hours)

Pro Tip: Make sure your NAP details match exactly across all platforms for effective local SEO optimisation.

2. Add High-Quality Photos Regularly

Photos are a visual trigger for trust. Hotels with more than 100 images get 520% more calls and 2700% more direction requests than those with none. Include:

• Room photos
• Lobby and reception
• Dining areas and amenities
• Guest experience highlights

Update them seasonally to reflect current decor or upgrades.

Consistent visuals reflect the real-time experience guests can expect, improving conversion rates directly from search.

3. Collect and Respond to Guest Reviews

Positive reviews serve as social proof and build credibility. But don’t just collect reviews and respond to them. Why?

• Google favors active profiles
• It shows prospective guests you care about their experience
• Addressing negative feedback demonstrates transparency and responsibility

Quick Tip: Create a simple follow-up email to guests requesting a review post-checkout.

4. Use Google Posts for Timely Updates

Google Posts allow you to share updates, promotions, and events directly on your profile.

Examples:

• "15% off weekday stays this month!"
• "Enjoy a free breakfast with direct bookings."

Keep them short, visual, and action-oriented. Posts are visible for 7 days, so update them weekly for maximum impact.

Use Google Posts to highlight flash sales, event tie-ins, or seasonal experiences that entice immediate bookings.

5. Enable Direct Booking Links

Link directly to your booking engine from your GMB profile.

Benefits:

• Reduces OTA dependence
• Makes booking frictionless
• Encourages mobile reservations

Pro Tip: Use UTM tags on your GMB URLs to track traffic and conversions from your listing.

Direct links mean fewer commissions, more control, and a seamless guest experience from discovery to booking.

6. Answer Frequently Asked Questions (FAQs)

Many travelers make decisions based on clarity. GMB lets you answer FAQs like:

• “Is late check-in available?”
• “Is parking free?”
• “Do you allow pets?”

Monitor this section weekly and proactively add useful Q&As.

The more transparent and helpful your answers, the more confident travelers will feel booking with you.

7. Keep Business Information Updated

Google penalizes outdated information. Always update your:

• Operating hours (especially on holidays)
• Service availability (e.g., pool closures)
• New amenities or renovations

Consistency boosts both credibility and rankings.

Real-time accuracy helps you win guest trust and avoid disappointing reviews.

8. Track and Analyze GMB Insights

Google provides valuable data via the Insights tab:

• How customers found your listing (search vs maps)
• What keywords they used
• What actions they took (calls, bookings, direction requests)

Use this data to refine your influencer marketing plan and local strategy.

GMB data reveals your guests’ intent and behaviors; use it to continually sharpen your marketing edge.

Bonus: Partner with a Local SEO Expert

While these steps are easy to start, true success often lies in consistent and strategic execution. Working with a local search engine optimization agency can ensure:

• Continuous monitoring
• Strategy updates based on algorithm changes
• Professional content and visual optimization

If you're unsure where to begin, consult an expert in Google My Business optimization to audit your listing and create a custom roadmap.
Sometimes, the best optimization decision is knowing when to call in expert support.

Why Is Local SEO Important for Hotels?

In the hospitality world, proximity and timing are everything. Guests search for nearby accommodations while traveling or planning last-minute getaways. If your hotel doesn’t show up, your competitor will.

Importance of local SEO lies in its ability to:

• Capture immediate intent-based traffic
• Drive direct bookings
• Improve brand trust

With proper local SEO optimisation, Google My Business becomes a powerful booking engine, not just a directory listing.
The better you rank locally, the fewer empty rooms you’ll have, especially during shoulder seasons.

Ready to Turn Empty Rooms into Booked Stays?

If you’re tired of relying on OTAs and want more control over your bookings, it’s time to take local SEO seriously.

Let ThisRapt help you optimize your Google My Business listing and implement a winning local strategy. Whether you're a boutique hotel or a cozy vacation rental, we'll make sure your property gets found by the right guests at the right time.

Book a free audit today and discover what better visibility can do for your occupancy rate.