The best review sites to improve your hotel's local SEO

Why are review sites important for local SEO?

Review sites are powerful tools for strengthening online authority and establishing local citations, two essential elements of any local SEO strategy.

Reviews are also a direct ranking factor for local search results. This is especially true for reviews on Google Business Profile, which directly influence a hotel’s position in Google’s local pack.

Additionally, review sites often appear prominently in organic search results for users looking for hotel recommendations in a specific area.

Many users even bypass search engines and go directly to their favorite review platforms to explore accommodation options based on ratings and customer feedback.

All these factors make review sites essential for attracting potential guests who are ready to book a hotel for their next business trip, vacation, or other travel needs.

What are the best review sites for hotel local SEO?

Here is a list of the top review sites that can help increase your hotel’s visibility and generate bookings. Each of these platforms has unique features, benefits, and audiences that can contribute to a well-balanced local SEO strategy.

1. Google Business Profile

Google Business Profile (GBP) is undoubtedly the most essential review site for hotels, as it directly impacts rankings in Google Search and Maps.

When properly optimized, GBP helps hotels appear in the highly valuable local pack and ensures that potential guests can easily find your location, contact details, and photos of your property.

Google’s dominance as a search engine means that business profiles and reviews are often the first thing users see when searching, making it a top priority for hotels looking to increase their local visibility.

2. Tripadvisor

Tripadvisor is one of the most popular hotel review sites, and its large user base makes it another essential asset for hospitality businesses.

Listings on Tripadvisor include a wealth of details, from ratings, reviews, and photos to information about amenities and nearby attractions.

Because of its high authority, Tripadvisor pages often rank well in search engine results, which can help drive organic traffic and increase visibility.

3. Yelp

Yelp is known as a go-to review platform for local businesses, including hotels. While it is more commonly associated with restaurants and retail, Yelp’s hotel section holds considerable value, especially in areas where Yelp is widely used.

Additionally, Yelp reviews can appear in search results and map integrations, providing hotels with another boost in local SEO.

4. Booking.com

Booking.com is a major player in the travel industry, with millions of users relying on it to find accommodations worldwide.

In addition to being one of the best review sites for hotels, this platform also offers price comparisons, photos, and direct bookings, giving potential guests a comprehensive overview of what each hotel offers and allowing them to book their stay in one place.

High ratings and positive feedback on Booking.com can have a strong influence on new reservations, and its authority can enhance your hotel’s visibility.

5. Expedia

Part of a larger network of travel sites, including Hotels.com, Expedia offers wide reach and high traffic.

Reviews on Expedia’s platform come from verified guests, increasing credibility and trust among travelers. The review section on Expedia provides a detailed breakdown of key aspects such as cleanliness and amenities, which can highlight a hotel’s unique strengths.

6. Facebook

You might think of Facebook as a social media platform or perhaps a convenient local marketplace, but it is also an important review site for hotels and other hospitality businesses.

Facebook allows users to rate and review business pages, and with millions of active users daily, it is a valuable source for attracting new customers. Facebook reviews can enhance a hotel’s online reputation and provide a platform for direct customer engagement.

7. Apple Maps

With Apple Maps slowly but surely expanding, especially with its recent launch on new devices and deeper integrations into Apple's ecosystem, it is becoming an increasingly important platform for local search visibility. Many iPhone users rely on Apple Maps for navigation and local business searches, making it essential for hotels to ensure their listings are up to date and actively managed.

Apple Maps also incorporates customer reviews from third-party platforms like Yelp and TripAdvisor, meaning that maintaining a strong presence on those review sites can indirectly boost your visibility on Apple Maps as well. As Apple continues to enhance its mapping service, its influence on local SEO for hotels is likely to grow, making it a valuable addition to your review management strategy.