Today’s travelers rely heavily on Google when deciding where to stay, whether they’re searching for hotels nearby, comparing reviews, or browsing photos. Yet many properties remain invisible or misrepresented in local search results.

In this presentation, Jaklin Topalova, Product Expert and COO of Mission Morph, shares insights from over a decade of working with hotels and F&B businesses to improve their presence on Google and increase direct bookings without over-relying on OTAs.

Topics covered include:

• How guests use Google to plan their stay – the role of Search, Maps, and Travel in shaping booking decisions.
• Why visibility matters – understanding local rankings and how many hotels unintentionally fall outside the top 20 search results.
• Common issues that block direct bookings – such as outdated visuals, incorrect information, or inconsistent profiles across platforms.
• Reputation management that builds trust – how review quality, frequency, and thoughtful responses influence both guest perception and search visibility.
• Steps to optimize your Google Business Profile – from visuals to updates, and how it acts as a digital front desk.
• The long-term value of Local SEO over paid ads – building visibility and credibility over time, without depending solely on ad budgets.
• What’s changing in 2025 – a look at Google’s evolving features like AI Search, YouTube Shorts in results, and early signals of a direct booking engine.

This session is ideal for hotel owners, marketers, and managers looking to gain clarity on how Google influences guest decisions and what practical steps they can take today to boost visibility, build trust, and increase direct bookings.

For more information, please visit: https://missionmorph.com/landing/hotels-local-seo-optimization-boost-direct-bookings