A Google Business Profile allows your property to manage how essential information appears across Google Search and Maps without paying.
An accurate profile helps travellers find your hotel, understand its location, view amenities, read reviews and continue to your website. It also creates consistent information that supports local SEO, AI search visibility and your wider hospitality digital marketing strategy.
However, a Business Profile does not guarantee higher rankings. Google evaluates local results using relevance, distance and prominence, so the profile should work alongside a useful website, credible reviews and consistent brand information.
How to Set Up and Verify Your Google Business Profile
You need a Google Account to create and manage a Business Profile. Using an account connected to your company email can make ownership easier to manage.
Step 1: Find or Add Your Hotel
Sign in to Google and search for your hotel’s name and city or search “my business”.
- If the profile already exists, claim it.
- If the hotel is not listed, add a new Business Profile.
- If someone else manages the profile, request ownership instead of creating a duplicate.
Step 2: Select a Verification Method
Open your Business Profile and select Get verified. Google automatically determines which verification methods are available based on the business type, location and public information. You cannot manually change the available options.
Google may offer:
- Phone or SMS: Receive a code through the hotel’s business number.
- Email: Receive verification instructions at the displayed email address.
- Video recording: Record the hotel’s location, signage and proof that you manage the property.
- Live video call: Show the location, hotel equipment and access to staff-only areas during a call.
- Postcard: Receive a five-digit code at the hotel’s registered address.
Some businesses may need to complete more than one method.
Step 3: Complete the Verification
Follow the instructions shown on your profile. If using postcard verification, do not change the hotel name, address or category while waiting for the code. Most postcards arrive within 14 days, and the code expires after 30 days.
Never share the verification code. Google will not ask you to provide it by phone, email or message.
Step 4: Wait for Google’s Review
Google may take up to five business days to review the information. Once approved, you will receive a confirmation email and can manage the hotel’s information and add other owners or managers.
Follow Google’s complete Business Profile verification instructions if you encounter an issue.
The Google Business Profile Optimisation Checklist for Hospitality Businesses
Use this checklist to strengthen the hotel’s search visibility and make the profile more helpful to travellers:
| Section | |
| Business Name | Use your exact real-world hotel name, no added keywords or locations |
| NAP | Keep your name, address and phone number consistent across your website and travel directories |
| Hours | Add accurate operating hours and update special hours when needed |
| Primary Categories | Choose the single most specific category that describes your hotel |
| Secondary Categories | Add only relevant categories that represent other parts of your business |
| Services | List your available services using clear, guest-friendly names |
| Photo & Videos | Upload recent photos and videos of rooms, facilities and guest areas |
| Reviews | Request guest reviews and respond to both positive and negative feedback |
| Posts | Share current offers, events and important hotel updates |
A complete profile also strengthens entity optimisation and trust signals. Consistent facts, fresh images, credible reviews and matching website content make it easier for traditional search engines and AI-powered search systems to understand the property. However, no profile can guarantee inclusion in AI-generated answers.
How to Attract More Beach Travellers With Real-Time Information
Publish time sensitive updates about confirmed beach activities, beachfront dining, sunrise experiences or temporary access changes. Every post should include a clear date so guests know whether the information remains relevant.
Use original photographs to show the beach walk, ocean views and route from the hotel to the shoreline. Explain practical details such as walking access, suitable viewing areas and the nearest public entrance. Sharing swimming or weather assurances unless they come from an authorised local source.
Connect the hotel with its neighbourhood by sharing specific local tips: quiet sunrise locations, places residents visit, nearby cafés, local markets and cultural experiences.
The biggest difference between digital marketing and traditional marketing is interaction, it’s a two way relationship. Don’t just promote yourself; be a local companion who helps travelers throughout their journey. Loyalty only comes from trust.
