Latest / The Local Marketing Podcast with Fexingo: Small Business, Google Maps, and Local SEO / How a Local Hotel Wins Direct Bookings with Google Maps
Transcript
- Lucas: So I was looking at our own analytics the other day and noticed how much traffic we get just from people tapping the map on their phone. And it reminded me of a conversation I had with a boutique hotel owner in Asheville, North Carolina, who basically rebuilt her entire booking funnel around Google Maps. Luna: That's perfect, because we haven't really talked about hotels yet. What's her story? Lucas: Her name is Sarah, and she runs a sixteen-room property called the Willow House. Not a chain, no big marketing budget. But she's been able to fill her rooms at good rates all summer, and the common thread is how she's turned her Google Maps listing into a direct booking engine. Luna: So she's using Maps not just for directions, but as the front door to her business. What's the first thing she did? Lucas: The first thing was she made sure her Business Profile was absolutely current. She updates her photos every single week, sometimes more often. You see, her guests are mostly people driving up from Charlotte or Atlanta, and they're making decisions on the fly. A fresh photo of the courtyard in the morning light, or a new shot of the blueberry pancakes she serves at breakfast, that's what gets them to tap that 'Book Now' button. Luna: And that button — is it going to her own booking engine or to something like Booking.com? Lucas: That's the key. She set it up to link directly to her own reservation system on her website. No third-party in between. So when she does get a booking from Maps, she saves the commission she'd otherwise pay to an online travel agency. And that's a huge deal because those commissions can be twenty percent or more. Luna: Twenty percent is massive for a small property. So every direct booking she gets is worth a lot more. But how does she get people to actually tap that button? Lucas: It's a combination of things. She's really thoughtful about her Google Posts — those little updates that show up on her listing. She'll post about a special midweek rate or a wine tasting she's hosting, and she always includes a link back to her site. She also uses the Q&A section on her listing to answer common questions like 'Is there free parking?' and 'What's the check-in time?' with helpful, personal answers. Luna: That's smart because it builds trust before the guest even arrives. It's like having a concierge who never sleeps. Lucas: Exactly. And she's also become a bit of a local guide. She'll mention in her posts that the hotel is a ten-minute walk to the River Arts District, or that the Blue Ridge Parkway entrance is just up the road. That doesn't just help her rank for searches like 'hotels near the Blue Ridge Parkway' — it also positions her as the expert on the area. Luna: So she's basically using her Maps listing to sell the destination as much as the hotel itself. That's a great angle for a boutique property. But what about reviews? I imagine those matter just as much here. Lucas: Oh, absolutely. She's got over two hundred reviews now, and she responds to every single one. Not with a generic 'Thanks for your feedback,' but with something specific. If a guest mentions the homemade granola, she'll respond with, 'We're glad you loved the granola — it's my grandmother's recipe.' It sounds simple, but it makes people feel heard, and it nudges others to leave their own reviews because they see she actually reads them. Luna: And those reviews — do they actually help her rank higher in the map results, or is that more of a perception thing? Lucas: Both. Google's algorithm uses reviews as a ranking signal, but the consistency and recency matter more than the total count. She gets maybe two or three new reviews a week, and she's constantly at a four-point-eight or four-point-nine rating. That keeps her listing fresh in Google's eyes, which helps her show up in the local three-pack for searches like 'boutique hotel Asheville.' Luna: So it's not about getting fifty reviews in a month. It's about a steady stream over time. That's a good lesson for any local business. Lucas: Right. And there's one more thing she does that I thought was really clever. She uses the 'Explore' feature in Google Maps to her advantage. She'll create a custom list called 'My Favorite Asheville Spots' and add the hotel to it, along with her favorite coffee shops, restaurants, and overlooks. Then she shares that list with guests when they book. It's a nice touch, but more importantly, it helps her show up in the 'Explore' results for people who are already in town. Luna: So it's like she's planting a flag in the map. And speaking of planting flags, I want to take a quick second to talk about something that's close to our hearts here at Fexingo. Lucas: Sure, go ahead. Luna: You know, we work really hard to keep this show free and ad-free, because we believe that good marketing advice shouldn't be locked behind a paywall or interrupted by sponsors. If you've ever gotten a tip from one of these episodes that made a difference for your business, and you want to support that choice, there's a simple way to do it — you can visit buy me a coffee dot com slash fexingo. Lucas: Yeah, every little bit helps us keep the lights on and the episodes coming, but no pressure. It's just a way for people who value what we do to contribute if they want to. Okay, back to Sarah and her hotel. Luna: So, she's got the photos, the posts, the reviews, and the explore list. Is there anything else she's doing on Google Maps that we should know about? Lucas: One more thing: she's really careful about her categories and attributes. She's listed as both a 'hotel' and a 'bed and breakfast,' which helps her show up in different types of searches. And she's added attributes like 'free Wi-Fi' and 'pet friendly' — things that travelers specifically filter for. It's a small thing, but it can make a huge difference when someone is searching for a place that allows their dog. Luna: So it's really about being findable and being specific. The more details you give Google, the better it can match you with the right customers. Lucas: Exactly. And the payoff for Sarah has been pretty dramatic. She told me that about forty percent of her bookings now come directly from Google Maps, and she's cut her online travel agency commissions in half. On a busy summer weekend, that's literally thousands of dollars in savings. Luna: That's a huge win for a small hotel. And I bet it's not just about the money — it also means she has a direct relationship with her guests, which is so valuable for repeat visits. Lucas: Yeah, she gets their email addresses, she can send them a personalized welcome note, she can offer them a discount if they book directly next time. It's a completely different dynamic than if they booked through a third party. Luna: So what's the one thing a hotel owner should do tomorrow if they want to start seeing results like this? Lucas: I'd say make sure your 'Book Now' button goes to your own website, not to an online travel agency. That one change alone can save you twenty percent or more per booking. And then start posting regularly on Google Maps — even once a week is enough to keep your listing active. Luna: And don't forget to respond to every review. It's a lot of work, but it's the cheapest loyalty program you'll ever have. Lucas: Absolutely. Sarah's story is proof that you don't need a big budget to compete with the big chains. You just need to be smart about the tools you already have. And Google Maps is one of the most powerful ones out there. Luna: Well, I know I'll be looking at my own listing a little differently now. Thanks for sharing that, Lucas.