If you’re running a bar, café or boutique hotel on the Costa del Sol, your Google Business Profile is often the first impression travellers get of your business. A Mobal.io study found that people searching for restaurants are seven times more likely to read a business’s Google Business Profile than its website and that 64% of consumers click one of the top three Google Maps results. With tourism booming, you need to stand out — and you can, by tailoring your profile for the seasons, local events and traveller expectations.
Know Your Audience: Tourists vs. Locals
Tourists and expats have different needs. Local residents might be familiar with Spanish holidays, but visitors from the Netherlands or the UK are looking for brunch spots on the beach or rooftop cocktail bars. Understand when visitors arrive: summer beach holidays, winter sun getaways, golf seasons and Easter or Feria festivals. Update your business description, photos and Google Posts to reflect what visitors are looking for during each season.
Optimise the Essentials
Before you get creative, nail the basics. Make sure your name, address and phone number are correct across all directories. Include your website – a good site can convert curious searchers into direct bookings, especially since direct bookings represented half of all online bookings for hotels in 2024. Pick the most relevant primary and secondary categories and write a concise description that highlights your unique selling point (e.g., “rooftop cocktail bar with panoramic sea views” or “family‑run B&B just steps from the Paseo Marítimo”).
Upload high‑quality photos that showcase your space, menu and atmosphere. Tourists want to see what they’re getting before they show up. They also want to know when you’re open, so keep your hours accurate and use special hours for holidays.
Seasonal Google Posts and Offers
Google Posts are your secret weapon. Use them to publish mini‑updates about seasonal menus, live music nights or holiday events. Each post appears in your profile for seven days and can include a button linking to a booking page or special offer. A well‑timed post about a Valentine’s Day dinner menu or summer rooftop party can draw travellers who are already planning their trip.
Create offers or discount codes for off‑peak seasons to encourage bookings when tourism is slower. You can also add event listings with start and end dates; these appear as upcoming events in Google Maps.
Harvest Reviews and Respond with Personality
Reviews are the lifeblood of your Google ranking, and travellers trust them implicitly. Encourage happy guests to leave a review by handing them a QR code or follow‑up email with a link. Once the reviews start coming in, respond quickly and warmly. Thank guests in both English and Dutch if appropriate, and mention any seasonal specials they enjoyed. A positive, human response shows potential visitors you care about the experience and can help you climb into the coveted top three search results.
Keep Your Website Aligned
Your Google Business Profile should work hand‑in‑hand with your website. A slow or outdated site will frustrate travellers; more than half of mobile visitors abandon a page that takes longer than three seconds to load. Make sure your site is mobile‑friendly, loads quickly and includes a clear booking or reservation button. Update seasonal content on your site to match your Google Posts.
Final Thoughts
Your Google Business Profile is a powerful marketing tool, especially when tourism drives foot traffic on the Costa del Sol. By optimising the basics, adding seasonal content and responding to reviews with personality, you’ll transform your profile into a tourist magnet.
Ready to attract more travellers to your bar, café or B&B? Book a free consultation and we’ll help you craft a profile and website that shines year‑round.