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Online reviews are crucial for business success, influencing customer decisions and brand reputation. This article explores strategies to effectively leverage reviews, including encouraging feedback, responding thoughtfully, and analyzing trends for continuous improvement.
Your hotel’s amenities are more than just conveniences for guests – they’re key to standing out in local search results. Whether it’s free Wi-Fi, spa facilities, or pet-friendly policies, these details can influence how often your property appears in Google’s search results. By optimising your Google Business Profile (GBP) amenities, you can ensure travellers find your hotel when they search for specific features.
Why Amenities Optimisation Matters
Amenities define your hotel’s visibility. Search filters, such as “hotels with spa” or “hotels offering free breakfast,” directly impact which properties appear in search results. Optimising these features on GBP is crucial for maintaining relevance and staying competitive in a crowded market.
How Amenities Appear on GBP
The Hotel Details section in GBP includes over 15 categories of amenities, such as:
Popular amenities: free Wi-Fi, air conditioning, parking and more.
Wellness: spa services, fitness centres, and pools.
Accessibility: wheelchair access, lifts, and Braille signage.
Food & Drink: on-site restaurants and free breakfast options.
Policies: check-in/check-out times and more.
Amenities like these are often featured in local hotel packs, making them a pivotal factor in click-through rates. For instance, if someone searches for “hotels with pools in London,” properties with pool icons are prioritised.
Steps to Optimise Amenities
Audit current amenities
– Use the GBP API or GBP dashboard to review what’s listed.
– Check for missing or outdated details.
Update using the dashboard
– Navigate to the Info section and select Hotel Details.
– Regularly review and refresh these details to match current offerings.
Leverage OTAs and website information
– If attributes have never been managed, Google pulls data from your website and Online Travel Agency (OTA) listings, like Booking, Expedia, etc. Ensure these sources are accurate.
Monitor changes
– Regularly check for new amenities or features added by Google.
– If your software integrates with the GBP API, you can receive notifications when changes occur. This allows you to quickly address updates or discrepancies.
– Be aware of certain attributes, like “beach access,” which may be unmanageable in the dashboard. In such cases, include mentions on your website and OTAs to encourage Google’s algorithm to pick them up.
Key Considerations
Search Relevance: Keep in mind that amenities drive keyword relevance in local search. Regular updates ensure your hotel remains visible for popular searches.
Technical Limitations: Some amenities may drop from the dashboard while still appearing in your hotel’s detail list. Unfortunately, Google Support offers limited assistance for such discrepancies.
Final Thoughts
Amenities optimisation is a small yet powerful aspect of your hotel’s GBP management. By regularly updating these attributes and ensuring accuracy across all platforms, you can boost visibility, attract more guests, and maintain a competitive edge. A little attention to detail can go a long way in making your property stand out in local search results.
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