Something we talk about regularly here is the online presence of the hotel. We do this because in today’s internet-based world, missing even a single aspect of an online profile can cost the hotel business. Additionally, this marketing world is ever-evolving, so there are always going to be new things to discuss and new approaches to try to give your property an edge over the competition.
As an online marketer, I have worked with dozens, if not hundreds of business owners. It is safe to say that at least half of them did not have their Google My Business page filled out until I took them on as clients. Sadly, this is true of many local hotels as well. I remain in contact with many of my former co-workers from my time in the industry and I am amazed at how many of them do not even know what Google My Business is let alone having the profile filled out for their property.
What is Google My Business?
Without getting technical, the Google My Business page is an online profile page for any business that is integrated into the Google search tools. When individuals are searching for a business or business type, the Google My Business page will often show up on the right-hand side of the search results to provide more information for the online searcher, including business contact information, website link, and reviews.
Verify Your Information
The first step in making sure your hotel benefits from the full capabilities of this tool is to make sure the profile is filled out properly as well as there not being any duplicate profiles. If there is a duplicate profile, you will need to notify Google ASAP so the profiles can be merged or one of them deleted. Additionally, you will need to check to make sure all the information on the profile is accurate. You will need to be an admin on the Google account in order to be able to do this.
The Category Section
With there being more than 2,000 categories to choose from on Google My Business, you need to make sure you dial your category in properly. Google uses the categories of the businesses to narrow the search field for online users, so choosing the wrong category could significantly impact how your property appears in searches.
Choose Specific Attributes
On Google My Business, attributes are what we hoteliers would call amenities. This is where you will be able to add tags to the property, such as free Wi-Fi or babysitting service.
Photos, Photos, and More Photos
On several occasions, I have stressed the need for quality photographs to be on your profile and this is no different. Seeing a description of a pool bar is far different than seeing a picture of pool with a full lounge and a DJ Party. Remember, people eat with their eyes, so you want every aspect of your hotel in an image on this page.
Check Reviews Regularly
Any review should never go longer than 24 hours without a response. When reviews, both positive and negative, are left and nobody responds, guests take this as the property simply not caring about them. When you do respond to a negative review, get the interaction offline as quickly as possible, but make sure the review is addressed. Handling a negative review properly can have a larger impact on the business than a string of positive reviews. Guests see this interaction and they know you care, which will go a long way in their purchasing decision.
Use the Posting Tool
With Google + dead and gone, posting on Google My Business is mandatory. The posts are only live for a week, but they will get exposure. These posts can be used to announce specials or just promote different features of the hotel. Don’t stick to just business, though, as you can also post travel tips and seasonal information about the area travelers may find useful.
Are you happy with the online presence of your hotel or are you looking for managers that can help take your hotel operation to the next level? Is the local talent pool just not presenting you with the “ideal” candidate? Then it is time to call JDI! Joseph David International is regularly ranked as one of the top hotel recruiters in the country because we don’t just find candidate, we find the ideal fit for your organization. For more information about our hospitality recruiting services, please click here.