Your Google listing is often the first thing your customers see online. Yet many hotels still neglect this free, local lever. Find out how to optimize your local visibility to generate more direct bookings.
Contents
1. Why Google is your first local shop window
When a traveler searches for "hotel in Lyon" or "room near Disneyland Paris", Google gives priority to the map and local listings. If your establishment is absent, poorly referenced or badly rated, you lose an immediate opportunity.
- 46% of Google searches are local.
- Local listings are often clicked on even before websites.
- A well-optimized listing improves your direct bookings.
Source: HubSpot - Local SEO Statistics
2. Optimize your Google Business Profile
Your listing is your digital showcase. It must be complete, up-to-date, attractive and well structured:
- Add recent photos of your establishment, rooms and common areas.
- Check your schedule, phone number, address, website and direct booking link.
- Answer frequently asked questions directly in the Google form.
To take your digital tools strategy a step further, take a look at our selection of the best channel managers for hotels in 2025.
3. Manage and exploit your customer reviews
Google reviews have a direct impact on your click-through rate and the trust a potential customer places in you. A well-reviewed hotel with personalized answers inspires more trust.
- Systematically encourage satisfied customers to leave a review.
- Respond to all reviews, both positive and negative, in a professional manner.
- Promote your best reviews in your other media: website, social networks, newsletters.
To take your pricing strategy a step further, read: Yield Management vs Revenue Management: understanding the difference.
4. Work on your local SEO presence
Local SEO is essential if you want to appear in "hotel + city" searches. Just a few adjustments can improve your organic visibility:
- Add the name of your town or district to your page titles and HTML tags.
- Write targeted content: articles, local pages, practical guides incorporating geolocalized keywords.
- Get links from local partners or sites: tourist offices, restaurants, regional blogs.
Source: Moz - Local SEO Guide
5. Create content linked to your region
Travelers want to experience something, not just sleep. Producing content around your location positions you as a local expert:
- Write articles or guides on local events, tours, markets or gastronomy.
- Collaborate with partners: artisans, producers, activity providers.
- Update your content regularly to stay visible in Google results.
This content can also boost your performance if you work with tour operators: an opportunity or a dependency?
6. Conclusion
Your local visibility on Google is a strategic lever for generating more direct bookings. By optimizing your Google Business Profile, enhancing your reviews and creating targeted content, you'll become more competitive with OTAs.
Start by auditing your Google listing today. Then plan two or three concrete actions over the coming weeks. You'll quickly see the effects on your qualified traffic and direct bookings.
Want to go further? Book a personal appointment with our experts to review your local visibility and digital performance.
📌 Also read:
Book direct: a practical guide to attracting more customers -
Reduce your dependence on Booking.com: why and how? -