# Google Business Profile Audit Checklist for Travel Brands

> 40-point GBP checklist for hotels, guesthouses, and tour operators. Score your profile, find gaps, and get a prioritised fix list.

Canonical: https://njoy.consulting/gbp-checklist
Last updated: 2026-08-27

40 travel-specific checks across setup, photos, reviews, posts, and local SEO signals. Tick each item to get your score - then share or request a professional audit.

Your Score

0 / 40 Not Started

## Profile Setup & Verification

Your business name exactly matches your signage and OTA listings - no keyword stuffing Critical Profile is verified (postcard, phone, or video) Critical Primary category is correctly set (Hotel, Guesthouse, Tour Operator, etc.) Critical At least 2 secondary categories are set Business description is 250+ words and mentions your nearest landmark by name Website URL points to your direct booking page, not your homepage Phone number is correct and answered in your language Address pin is dragged to your exact building entrance - not the street Critical Opening hours are set and accurate including seasonal variations Special hours set for public holidays

## Photos & Visual Content

Minimum 20 photos uploaded Critical Cover photo shows your property at its best - not a logo or map Critical All room types or tour experiences have dedicated photos Critical Common areas, reception, and outdoor spaces photographed Team and staff photos included with names Surrounding area and nearby landmarks photographed Photos are named descriptively before upload (not IMG\_4521.jpg) At least one video (30+ seconds) showing the property or experience Advanced 360-degree photo or virtual tour added Advanced Photos updated within the last 12 months

## Reviews & Reputation

You respond to every review - positive and negative Critical Average response time is under 48 hours Critical You have 25+ reviews on Google Business Profile Critical Review responses are personalised - not templated You have a system for asking every guest for a review post-checkout Review link is shared directly via WhatsApp or email at checkout Negative reviews are addressed specifically - not defensively Review star average is 4.2 or higher You have reviews in at least 2 languages if you serve international guests Advanced TripAdvisor and Booking.com reviews are also actively managed Advanced

## Posts & Updates

At least one GBP Post published in the last 30 days Seasonal offers or events published as posts Direct booking link included in at least one active post Q&A section seeded with your 3 most common pre-booking questions Advanced Products or Services section is fully completed Advanced

## Local SEO Signals

Business name, address, and phone (NAP) is identical across all OTA and directory listings Critical You appear in the Google Maps 3-Pack for your primary search term Critical Schema markup (LocalBusiness or Hotel type) is implemented on your website Advanced Your website has a dedicated page for your location with the landmark named You are listed in at least 3 local directories beyond OTAs (e.g. local tourism board)

## What Your Score Means

0 – 15 · Foundation

Critical gaps costing you bookings. Start with verification, address pin, and photos.

16 – 25 · Developing

Basic signals in place. Focus on review volume, post cadence, and NAP consistency.

26 – 33 · Established

Strong foundations. Unlock more with Q&A seeding, video, schema markup, and multi-language reviews.

34 – 40 · Optimised

Top 5% of travel properties. Maintain monthly and watch for algorithm updates.

## Want a Professional Audit?

Nathan reviews your GBP and delivers a prioritised fix list within 48 hours.

[WhatsApp](https://wa.me/447782297818?text=Hi%20Nathan%2C%20I%27d%20like%20to%20discuss%20my%20travel%20brand%27s%20digital%20strategy.) [Request Audit](https://njoy.consulting/contact)

## Also Useful

[Start Here Guide →](https://njoy.consulting/start-here) [AI Search Self-Assessment →](https://njoy.consulting/ai-ready) [Peak Season Pricing Guide →](https://njoy.consulting/peak-pricing) [OTA Calculator →](https://njoy.consulting/calculator)

## Get the Monthly SEO Digest

Travel SEO insights, algorithm updates, and tool tips. One email per month.

Legend

Critical Highest ranking impact

Advanced For top-tier profiles

Unmarked = Standard priority