Travellers today don’t just search for hotels – they search for hotels near them, or near the places they want to go. Whether it’s “hotel near me tonight” or “pet-friendly hotel near Edinburgh Castle”, these queries are high-intent and conversion-ready. For hotels, showing up in Google’s local results and Maps Pack is the difference between being chosen—or being overlooked. In this article, we’ll explore how to win the ‘near me’ battle with advanced local SEO strategies tailored for hospitality.
Why ‘Near Me’ Searches Matter for Hotels
Searches containing “near me” have exploded in the last five years, driven by mobile and voice search adoption. Hotels are particularly affected, since location is the number one decision factor for most travellers. Crucially, these searches often happen in the booking window—just hours before a guest decides where to stay. Capturing visibility here means tapping directly into demand when intent is at its highest.
How Google Ranks ‘Near Me’ Searches
Google evaluates three key factors when ranking local results:
- Relevance: How well your profile matches the query.
- Distance: How close your property is to the user’s location.
- Prominence: How well-known and well-reviewed your hotel is.
While distance can’t be influenced, hotels can take control of relevance and prominence through optimisation. That’s what determines who shows up in the all-important Maps Pack.
See Google’s guidance on local ranking here.
Core Tactics to Win the ‘Near Me’ Battle
1. Optimise Your Google Business Profile
Your GBP is your frontline in local SEO. Ensure attributes are up to date, upload fresh seasonal photos, and encourage reviews that mention location details. For a deeper dive, see our article on Google Business Profile optimisation for hotels (link once live).
2. Use Location-Specific Keywords
Generic “hotel in London” searches are competitive and broad. Phrases like “family-friendly hotel near Tower Bridge” or “boutique hotel near Covent Garden” are highly specific and align with traveller intent. Incorporate these naturally into your GBP description and landing page content.
3. Ensure NAP Consistency Across Directories
Google cross-checks your Name, Address, and Phone Number across directories like Booking.com, TripAdvisor, and Expedia. Any inconsistency weakens trust. Audit regularly to keep citations aligned.
4. Leverage Reviews and Engagement
Reviews remain a core signal of prominence. Encourage guests to highlight local context—“Amazing stay right by Manchester Piccadilly station”. Respond to all reviews to show engagement and strengthen authority.
5. Make the Most of Google Maps Features
Embed Google Maps on your website, ensure driving directions are accurate, and use the booking integration features where possible. These enhancements increase visibility directly in the Maps environment.
The Role of Mobile & Voice Search
“Near me” searches are overwhelmingly mobile. Guests on the go want results that are fast, mobile-friendly, and location-relevant. Voice search is also rising: “Hey Google, find a hotel near me with free breakfast.” Hotels optimised for conversational queries and long-tail keywords can gain a competitive edge in voice-driven bookings.
Advanced Tactics for Competitive Hotels
- Schema Markup: Add LocalBusiness and Hotel schema to your site for better search visibility. See Google’s hotel schema documentation.
- Location Pages: Build dedicated landing pages for each property or area, optimised with local content and CTAs.
- Landmark Optimisation: Target searches beyond “near me” with “near landmark” strategies, e.g., “hotel near Roman Baths” or “spa hotel near Tower Bridge.”
Conclusion
Winning the ‘near me’ battle requires more than a basic Google listing. Hotels that optimise their GBP, strengthen reviews, ensure mobile readiness, and use advanced tactics like schema and location pages will dominate in the Maps Pack—and capture more high-intent bookings.
Formula helps hotels go beyond the basics of local SEO. Explore our Ultimate Local SEO Checklist for Hotels.
