How to Use Google My Business to Increase Direct Bookings at Your Accommodation

What Is Google My Business and Why It Matters to You

Google My Business (GMB), now simply called Google Business Profile, is one of the most powerful free tools available to any accommodation owner. If you manage a villa, Airbnb, boutique hotel, or rental rooms, GMB allows you to appear directly in Google search results and on Maps.

According to Google:
"Businesses with a complete and accurate profile are more likely to appear in local search results."

What does this mean? When someone searches for "accommodation in Halkidiki" or "villa with pool in Naxos", if you've properly set up your GMB profile, your property can appear at the top with photos, phone number, directions, and a booking link. No sponsored ads needed for this -- just a well-structured profile.

Creating or Claiming Your Business on GMB

If you don't yet have an active Google Business Profile, the first step is to create it or claim your business. According to Google, only verified businesses can appear in full form in search results.

How to do it:

1. Go to the Google Business page
2. Sign in with your Google account.
3. Search for your property. If it exists, you claim it.
4. If it doesn't exist, start a new listing.
5. Fill in the name, category (e.g. "Hotel", "Villa"), address, phone, website, hours, and other details.
6. Complete verification via phone or mail (Google will send a code).

The right category is crucial for your visibility: e.g. "Holiday villa" has a different target group than "3-star hotel". Be specific.

Settings to Make Your Property Stand Out

Google emphasises that the completeness and accuracy of information are among the most important factors for ranking in local searches. Profiles with complete information are far more likely to appear in relevant searches.

What your profile should include:

1. Accurate contact and location details.
2. A link to your website or booking engine.
3. Check-in and check-out times or service hours.
4. Quality photos (interior, exterior, amenities, views).
5. A well-written property description with keywords (e.g. "family-friendly accommodation near the sea").

According to BrightLocal data (2023):

• Users view an average of 1,009 GMB profiles per month.
• 56% of them take at least one action (click, call, direction).

So, GMB is not just "presence" -- it's a performance tool.

Customer Reviews: The Secret Weapon for Direct Bookings

Reviews are perhaps the most powerful persuasion tool on Google My Business. You don't need thousands. Even 10-15 authentic, positive reviews can make the difference in a traveller's decision.

According to BrightLocal (2023):

• 87% of consumers read online reviews for local businesses.
• 49% trust online reviews as much as personal recommendations.
• 60% of users say they would not choose a business with a rating below 4 stars.

What you can do:

• Politely ask satisfied guests to leave a review on Google.
• Follow up with an automated email 1-2 days after check-out.
• Thank everyone for positive reviews and handle negative ones effectively.

Google considers both the number and quality of reviews for local search ranking.

GMB Posts: A Smart Marketing Strategy

GMB is not static. It has the capability for "Posts" -- small updates or announcements that appear directly on your profile, next to your business information.

Types of posts:

• Offers: e.g. "Stay 4 nights, pay for 3"
• News/announcements: e.g. "We're open for summer from June 1st"
• Events: e.g. "Live music every Friday"

According to Search Engine Journal, businesses that post on GMB 1-2 times per week get 17% more clicks to their website compared to those that don't post at all.

You can also add images or links (e.g. for direct bookings), giving the visitor a reason to click without looking elsewhere.

Common Mistakes to Avoid

Although Google Business Profile is user-friendly, there are some common mistakes that can sabotage your presence without you even realising it.

The most common mistakes:

• Inaccurate information (e.g. old phone number, wrong hours, or a link that doesn't work).
• Poor or no photos: if they look amateur or dark, it will be assumed that you don't offer a professional experience.
• Not responding to reviews: it gives the impression that you don't care about the visitor.
• Wrong business category: if, for example, you have an Airbnb-style villa and list it as "Hotel", you may mislead both Google and the traveller.
• Infrequent updates: Google prefers active businesses that show they are "alive" and evolving.

Extra tip: Google measures user interaction (e.g. clicks, direction requests, calls) to decide which GMB profile deserves to appear higher.

Connecting GMB to Your Website or Booking Engine

One of the most critical aspects of Google Business Profile is the link that leads directly to your site or booking system (booking engine). This is where the conversion from "interested" to "customer" happens.

Why does it matter?

• The link on GMB appears above the OTAs (e.g. Booking.com) when someone finds you on Google.
• If you link directly to your site or direct booking page, you have zero commission and full control over the user experience.
• The user has already chosen you: don't send them back to Booking or another platform.

According to Think With Google, 70% of travellers searching for accommodation prefer to book through the official website, as long as the experience is easy and secure.

How to optimise the link:

• Use a clean URL (e.g. www.villamarina.gr/book-now and not bit.ly).
• Add a Call-to-Action (CTA) such as "Book directly with us" or "Secure the best price".
• Use UTM parameters to track which users come from GMB and make a booking.

GMB Statistics: Use Them to Get Better

Few accommodation owners know that GMB has built-in statistics (Google Insights), which offer invaluable information about how visitors find you and what actions they take.

What you can see:

• How many users found you via search or Google Maps.
• Which keywords they typed to find you.
• How many users clicked on the phone number, directions, or website link.
• How many times your profile appeared in the last 28 days.

With this information, you can:

• See whether users find you by your name or generic keywords (e.g. "villa with pool in Zakynthos").
• Improve your content according to the most frequent searches.
• See which days have increased traffic and organise your offers accordingly.

GMB and SEO: How to Rise in Local Searches

Google Business Profile is a key element of local SEO strategy. Properly optimising your profile helps you appear in local searches with commercial intent -- i.e. people searching for accommodation who are ready to book.

Google uses 3 main factors for local ranking:

• Relevance: How well your profile matches what the user is searching for.
• Distance: How close your business is to the user's geographical location.
• Prominence: How well-known and trustworthy your business is, based on reviews, backlinks, appearances, and engagement.

Google states clearly:
"There is no way to pay for better ranking in local results. Everything is based on relevance, distance, and prominence."

That's why it is critical to:

• Have a complete and frequently updated profile.
• Respond to reviews and build trust.
• Use keywords related to your geographical area in your description.

Examples from the Greek Market

Let's look at some examples of Greek accommodations that properly leveraged Google My Business and saw spectacular results in direct bookings:

Example 1: Boutique Hotel in Kalamata
A small hotel with 12 rooms fully updated its GMB profile, added 25 professional photos, requested reviews from 30 guests, and made weekly posts with events and offers. Result:

• +43% increase in direct bookings within 4 months
• 90% increase in website clicks from mobile devices

Example 2: Airbnb-style Villas in Lefkada
The owner added UTM links to GMB and discovered that 36% of bookings came from there, and not from platforms. They added a CTA: "Book at the best price here" and improved the conversion rate by 28%.

Note: Many accommodations that appear on maps without a properly configured GMB are not leveraging the power of first impressions. With a good setup, you can stand out from the competition.

Extra Tips to Boost Your Strategy

Besides the basics, there are some smart tricks and advanced practices to make your GMB more efficient and professional:

1. UTM Links: To Measure Results
Use tools like Google Campaign URL Builder to add UTM parameters to your site link on GMB. This way you'll see in Google Analytics how many bookings or requests come from there.

2. Respond with Keywords
When responding to reviews, make sure to naturally incorporate some keywords (e.g. "Thank you for enjoying the view from our villa in Santorini") -- it helps with SEO.

3. Manage from Mobile
Download the Google Maps or Google Business Profile app and make updates, posts, and responses on-the-go -- ideal for busy owners or managers.

4. Videos: The Power of Motion
You can upload short videos (up to 30 seconds). Show the entrance of the property, the pool, a breakfast plate, or a room with background music.

When to Expect Results and What to Anticipate

Google My Business is not a magic wand. It's a powerful tool, but it requires consistency and proper strategy.

What to expect:

• Within the first 2-4 weeks: you'll see increased visibility, more impressions, and some initial actions (clicks, calls, directions).
• In 1-3 months: statistically, you'll have collected more reviews and will start seeing a significant number of visitors reaching your website.
• At 6 months and beyond: if you combine GMB with site SEO and an email/remarketing strategy, you can even achieve a doubling of direct bookings.

Remember: Like any good branding tool, GMB works in your favour as long as you maintain it. Don't leave it to chance. If you're active, Google will promote you more.

Conclusion: Get More Bookings Without Commission

Google My Business (or Google Business Profile) is a free but incredibly powerful opportunity for every accommodation owner in Greece. It allows you to gain visibility with travellers who are already searching for accommodation in your area, without paying commissions to platforms or investing in expensive advertising.

By completing a full, professional setup, adding beautiful photos, responding to reviews, directly linking your booking engine, and posting frequently, you can significantly increase your direct bookings.

The most important thing? You build trust and a relationship with the traveller from their very first click, without intermediaries.

Start today. GMB is like the storefront of your property on Google -- take care of it just as you would the actual entrance of your business.

5 Frequently Asked Questions (FAQs)

1. How much does Google My Business cost?
Google My Business is completely free. There is no cost for listing, visibility, or use of the basic features.

2. How often should I update my profile?
Ideally, you update your profile once a month, or every time something changes: operating hours, offers, new photos, changes in amenities.

3. Can I add my property if I only have Airbnb and no website?
Yes. You can add your property even without a website. However, it's preferable to have your own page or booking engine to drive bookings without commissions.

4. How will I know if my GMB is working?
You can see detailed statistics through Google Business Insights, such as views, clicks, phone calls, and directions to your business.

5. Is it better to respond to reviews or leave them as they are?
The answer is yes, always respond. Responses show professionalism and positively influence both customers and Google's algorithm.