Your Google Business Profile (GBP) is your hotel’s welcome mat on Google. When properly optimised, it’s a free and effective method to display your property’s style, offers, events, and amenities while gaining more real estate on the search results page.
NB: This is an article from 80 Days
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On average, local search accounts for up to 25% of website traffic, so it’s a huge opportunity to capture guest attention.
For years, GBPs have been the cornerstone of Local SEO. With the roll-out of Google’s new AI Mode, their importance has only grown. AI-driven results now frequently pull content directly from profiles, meaning an accurate, engaging GBP isn’t just helpful, it’s essential to standing out online, boosting organic traffic and driving direct bookings.
Google AI Mode’s Impact on Local Search
Launched in the UK in July 2025, Google’s AI Mode compiles information from multiple sources into one clear, conversational result. When travellers ask specific hotel-related questions, the link provided often directs them to your GBP. In many cases, this is now the very first impression potential guests will have of your hotel, so it pays to make it a good one.
If Google perceives your profile as accurate, active and trustworthy, it’s more likely to surface your listing ahead of the OTAs (Online Travel Agencies). At 80 DAYS, we’ve already seen a sharp rise in traffic being driven through GBPs, and we expect this trend to accelerate as travellers adopt AI-powered search.
How To Optimise Your Google Business Profile in 2025
If your profile has been sitting idle, now’s the time for a refresh. Here are the essentials to get AI-ready:
Visual Content
Making sure your visuals are functioning as effectively as possible is the first step. Select a cover photo that best shows off your property, and update your image gallery frequently to add exterior, interior, and facility photos. Be sure to also review images that guests have posted to ensure they are not misleading or inaccurate. Another simple win is video: you can repurpose social media content and post it straight to your GBP to increase engagement and foster brand trust.
