How to Set Up Google My Business for Tourism Businesses

Google My Business (GMB) is one of the easiest and most powerful tools for managing a strong online presence. If you’re running a tourism business and not using GMB, you’re leaving money on the table. Whether you’re a tour operator after more direct bookings, a hotel wanting to appear in Maps searches, or a travel agency looking to improve your brand awareness, this guide is for you.

From years of experience, we can tell you that when done correctly, a well-managed Google Business Profile can increase your visibility online and build trust. This guide details how you can set up a profile for your business, what works, what doesn’t, and what you should avoid.

A Brief History of Google My Business

Google My Business launched in 2014 as a way for businesses to manage their presence on Google Search and Google Maps. In 2021, Google rebranded the platform to Google Business Profile.

The most significant change is how you manage your listing. Businesses no longer manage their profiles through a dashboard, but directly from Google Search or Google Maps.

(Screenshot showing the Google My Business Profile Homepage)

Why Google My Business Is Important

In tourism, visibility is everything. When someone searches for “walking tours in Edinburgh,” Google tries to show the most relevant, local businesses. These Google search results are often pulled directly from Business Profiles. You’re handing that visibility to someone else when you don’t have a listing – or worse, have an unclaimed or unverified one.

By using GMB, you can take advantage of Google Maps listings and brand-specific searches where potential customers are looking for your website, contact details, or booking links.

Google My Business Benefits

You don’t need to be an SEO expert to make your GMB profile work for you. The benefits are baked in once the listing is live and optimised. Here are some benefits of setting up a Google My Business listing.

(Screenshot showing Cape Town coffee shops on Google’s Map Pack)

1. Improved Local SEO (Search Engine Optimisation)

When you verify and optimise your business listing, you increase your chances of appearing in the local pack – the box with maps and three businesses at the top of search results.

For a tour business or hotel, this is the sweet spot of local search results. Especially in high-traffic areas, showing up here can mean hundreds of extra enquiries from potential new customers. This is more important if you want direct bookings rather than relying on OTAs or third-party referrals.

2. Enhanced Visibility on Search Results

A well-built GMB profile ensures your business appears across Search, Maps, and even voice queries. It increases your visibility to potential customers, often at the exact moment they’re ready to book or make contact. You’ll show up with photos, directions, reviews, and booking links, giving customers a full view of your brand without needing to visit your website first.

Read Next: Schema Markup for Travel Agencies: Boost Visibility and SEO

3. Valuable Insights to Improve Your Marketing Strategy

Google provides detailed analytics on how users interact with your profile. You’ll see what search terms people use to find you, how many requested directions, clicked to your website, or called your business. These insights can also be used to improve your travel SEO strategy.

4. Increased Trust and Credibility

Profiles that are complete, verified, and filled with high-quality images build trust, while positive reviews add credibility. If you’ve ever picked a restaurant based on star ratings or the number of reviews, you already know how powerful these trust signals can be for any industry.

(Screenshot showing Cape Town hotels on Google Map Pack)

5. Better Customer Engagement

You can use your profile to post updates, answer questions, and respond to reviews. This creates a two-way line of communication with potential customers. Even before potential customers visit your website, they can see that you’re active, attentive, and professional.

6. It’s a Free Tool And Easy to Use

There’s no cost to using Google Business Profile. Setup and optimisation require some time (and know-how), but the return is well worth it. If you’re not already using it, you’re missing out on one of the most powerful—and free—marketing tools available to travel businesses today.

(Screenshot showing Google My Business Profile creation interface)

Step-by-Step Guide to Setting Up a Google Business Profile

Now you know the importance of Google My Business, here’s a step-by-step guide to set it up:

Step 1: Sign In or Create a Google Account — Log in with your existing Google account. If you don’t have one, create a free account using your business email.

Step 2: Go to Google Business Profile — Visit google.com/business and click “Manage Now.”

Step 3: Search for Your Business — Type your business name. If it appears, select it to claim the listing. If not, select “Create a business with this name” or “Add your business to Google.”

Step 4: Enter Your Business Details — Fill in your business information and the right category (e.g., Tour Operator, Hotel, Travel Agency). If you have a physical location, enter your address, but if you serve customers at their locations or online, specify your service area instead.

Step 5: Add Contact Information — Include your website URL and phone number. Be sure this matches your website exactly. Google checks for consistency.

Step 6: Complete Your Profile — Add more details such as operating hours, attributes (like wheelchair accessibility or outdoor seating), and a business description.

Step 7: Verify Your Business — Google will ask you to verify your business. The verification process may include sending a postcard by mail, a phone call, an email, or even instant verification (if eligible). Simply follow the instructions to complete your verification.

Step 8: Optimise Your Profile — Once verified, log in and add high-quality photos and videos. You should also write a keyword-rich description, add your services, and enable messaging.

(Screenshot showing Travel Tractions’ Google My Business Profile listing)

Key Differences by Tourism Business Type

From using relevant keywords to how you share updates, there are differences when managing various tourism businesses. Here are some things to know about running specific GMB profiles.

Google My Business for Tour Operators

Tour operators benefit most when GMB listings are service-specific. Add your most popular tours as services within your profile. Include destinations, durations, and unique selling propositions (USPs) like “private,” “small group,” or “eco-friendly.”

Customer reviews from past tours are gold. Ask for them. Add images of happy customers. Show what people will experience, not just what they’ll buy.

Google My Business for Travel Agencies

Travel agencies often focus on advice and custom packages. Highlight your niche—whether it’s luxury safaris, family holidays, or student travel.

Use the Google Posts feature to announce deals, seasonal packages, or industry updates. Encourage satisfied customers to leave positive reviews, especially if you offer planning consultations or custom itineraries.

Google My Business for Hotels and Guesthouses

For hotels, visuals matter most. Add crisp, high-quality images of rooms, facilities, and communal areas. Ensure your phone number, email address, and booking link are easy to find.

Attributes like “free parking” or “pet-friendly” help you show up in filtered searches. Reviews are critical in this space—make sure you respond to them promptly and professionally, even if they’re negative reviews.

GMB Features That Matter Most for Tourism Businesses

Here are some features that can make or break your marketing strategy, depending on how (and if) you use them.

Business Category

Your business category determines which features your listing gets. “Hotel” listings are treated differently from “Tour Operator” ones. Choose carefully, add secondary categories, and use the right keywords in your descriptions to help broaden your reach to ideal customers.

Google My Business Posts

Posts are temporary updates you can share on your profile. They appear in search results and can promote offers, share news, or highlight reviews. Posts expire after seven days, so update them weekly.

Q&A Section

Anyone can ask a question on your profile. Anyone can answer, too. Don’t leave this to chance. Seed the section with common customer queries. Write questions and answer them yourself. For example, “Do you provide airport pick-up?” or “Is lunch included on the tour?”

Booking Button

Google integrates with several booking platforms. If you use one, the button may appear automatically. Otherwise, include your booking link clearly in your website field or posts. Make sure it leads to a fast, mobile-friendly page that converts visitors into bookings.

Attributes

Attributes let you define features like “Wi-Fi available” or “women-led business.” These filters matter to a specific target audience and can boost your profile’s visibility. Set them up in the backend and keep them updated.

(Screenshot showing Cape Town Lodge Hotel on Google Hotels)

FAQs About Setting Up a Google My Business Profile

Here are answers to some of the most commonly asked questions.

What Are the Requirements for Google My Business?

You need a legitimate business with a physical location or defined service area.

How to Claim a Google My Business Listing

Search for your business on Google. If it’s listed, click “Own this business?” and follow the prompts. You’ll need to verify ownership via postcard, phone, or email.

How Do I Know if My Google Business Is Verified?

Log in to your Google account and search for your business name. If you see “You manage this Business Profile” on the right panel, you’re verified. Or check inside your account under “Manage Business.”

What if Someone Else Claimed My Business on Google?

You can request ownership. Google will contact the current profile manager. If they don’t respond within seven days, you can verify your business using official documents and take over the GMB listing.

Wrapping up Google My Business Profile for Tourism Operators

Your Google Business Profile is often the first impression travellers get.

Set it up right, keep it updated, and it’ll work for you around the clock—no ads needed. And that’s just one of the benefits of Google My Business.

Need help getting it right? Reach out, and let’s grow your bookings the smart way.