Which is better for resort marketing: Instagram or GMB?

The Real Power

In today's digital landscape, resort owners face a crucial question: where should they focus their marketing efforts to generate actual bookings? While Instagram offers impressive visual appeal and engagement opportunities, Google My Business (GMB) often delivers the direct conversions that impact your bottom line. This comprehensive guide explores how these platforms work together in the resort marketing ecosystem and why a strategic approach to both is essential for success.

Instagram has established itself as a dominant platform for travel inspiration and brand awareness. With over 1 billion monthly active users scrolling through visually captivating content, it presents significant opportunities for resorts to showcase their experiences.

Instagram's Strengths in Resort Marketing

Visual Storytelling Powerhouse: Instagram's image and video-centric format allows resorts to showcase stunning property views, luxurious accommodations, and memorable guest experiences in ways that text simply cannot.

Community Building: The platform facilitates authentic connections with potential guests through comments, direct messages, and interactive features like polls and questions.

Influencer Collaboration Opportunities: Partnerships with travel influencers can significantly expand your reach to qualified audiences already interested in travel experiences.

The Limitations of Instagram for Direct Bookings

Despite these advantages, Instagram presents several challenges when it comes to driving direct bookings:

Browsing vs. Booking Behaviour: Instagram users typically browse for inspiration rather than with immediate booking intent. The platform creates desire but rarely fulfils it directly.

Non-Intent-Based Platform: Unlike search engines where users actively seek specific accommodations, Instagram users passively consume content without necessarily planning to make immediate travel decisions.

Algorithm Dependency: Instagram's constantly evolving algorithm means your carefully crafted content may not reach your target audience consistently, creating unpredictable conversion opportunities.

Limited Direct Booking Functionality: While Instagram has implemented shopping features, the platform still lacks comprehensive booking tools specifically designed for hospitality businesses.

Understanding Instagram's Role in the Resort Marketing Funnel

The Critical Role of Google My Business for Resort Conversions

When travellers move from dreaming about a destination to actively planning their stay, they typically turn to Google. This is where Google My Business becomes your most powerful conversion tool.

Why GMB Dominates Direct Booking Generation

High Purchase Intent Traffic: Users searching for resorts on Google demonstrate clear booking intent, making them significantly more likely to convert than social media browsers.

Local SEO Advantage: A well-optimized GMB profile dramatically improves your visibility in local search results and Google Maps, precisely when travellers are deciding where to stay.

Trust-Building Elements: GMB showcases your reviews, ratings, photos, and essential business information in a format that influences decision-making at the critical moment.

Direct Booking Pathways: GMB provides multiple conversion pathways, including direct phone calls, website visits, and direction requests that lead directly to bookings.

Optimizing Your Google My Business for Maximum Bookings

To transform your GMB profile into a booking generation machine, focus on these key optimization strategies:

Complete All Profile Sections

Ensure every field in your GMB profile is thoroughly completed, including:

• Business name, address, and phone number (NAP)

• Website URL (preferably linking to a booking page)

• Business category (select "Resort" as primary)

• Business description (include key amenities and unique selling points)

• Opening hours and seasonal availability

• Special features (parking, accessibility options, etc.)

Leverage Visual Content

Visual content is crucial for both Instagram and GMB success:

• Upload high-quality, professional photos of all property areas

• Include virtual tours if available

• Regularly update images to reflect seasonal changes and renovations

• Organize photos into logical categories (rooms, amenities, dining, etc.)

Manage and Respond to Reviews

Reviews significantly impact booking decisions:

• Respond promptly to all reviews, both positive and negative

• Address concerns professionally and highlight solutions

• Encourage satisfied guests to leave reviews

• Monitor review trends to identify operational improvement opportunities

Utilize GMB Posts and Special Features

Keep your GMB profile dynamic with:

• Regular posts about special offers and events

• Updates about property improvements or new amenities

• COVID-19 safety measures and policy changes

• Q&A section with frequently asked questions

Creating a Synergistic Marketing Strategy

The most successful resort marketing strategies leverage both platforms in a complementary fashion:

Instagram: The Inspiration Engine

Use Instagram to:

• Build brand awareness and emotional connection

• Showcase your resort's unique experiences and atmosphere

• Engage with potential guests early in their decision-making process

• Nurture relationships with past guests for repeat bookings

Google My Business: The Conversion Machine

Optimize GMB to:

• Capture high-intent searches with immediate booking potential

• Provide essential information for decision-making

• Facilitate direct contact through calls, messages, and website visits

• Establish credibility through reviews and ratings

Tracking Success: Key Metrics to Monitor

Measure the effectiveness of your dual-platform strategy by tracking:

Instagram Metrics:

• Engagement rate on posts

• Story views and interactions

• Profile visits and website clicks

• Follower growth and quality

• Reach and impressions

Google My Business Metrics:

• Search visibility (how often your listing appears)

• Customer actions (website visits, calls, direction requests)

• Photo views compared to competitors

• Review quantity and quality

• Q&A interactions

Conclusion

The Perfect Partnership

Instagram and Google My Business serve different yet complementary functions in the resort marketing ecosystem. Instagram excels at creating desire and building brand affinity, while GMB converts that interest into actual bookings when travellers are ready to commit.

By understanding the strengths and limitations of each platform, resort marketers can develop a comprehensive strategy that guides potential guests through the entire decision journey—from initial inspiration on Instagram to final booking through GMB.

For resorts looking to maximize their digital marketing ROI, the question isn't whether to focus on Instagram or GMB, but rather how to optimize both platforms to work together effectively. Start by ensuring your GMB profile is fully optimized to capture those high-intent searches, then use Instagram to build the brand awareness that will make travellers seek you out when they're ready to book.

Remember that the digital marketing landscape continues to evolve rapidly. Stay informed about platform updates and adapt your strategy accordingly to maintain a competitive edge in the resort industry.

Ready to transform your resort's digital presence into a booking generation machine? Start by auditing your Google My Business profile today—it's the most direct path to increasing your reservation numbers this season.