Instagram SEO Matters

Remember when Instagram was just a highlight reel to show off your hotel’s best angles?
That’s changed. In July 2025, Google started indexing public Instagram Business and Creator accounts — meaning your posts, reels, and captions can now appear in search results, just like your website.

This is a big shift. Because now your Instagram isn’t only about engagement; it’s a direct driver of organic traffic, bookings, and long-term brand authority.

Why This Matters for Hotels

Travelers, especially Gen Z and millennials, are using visual platforms to decide where to stay — and Google knows it. That’s why they’re pulling Instagram posts right into search results.

Your feed is now more than social. It’s part of your Search Everywhere Optimisation — showing up in Google, Bing, and even AI tools that crawl the web for context.
Guests who aren’t even on Instagram could find your hotel’s reel when searching “best pool in Mallorca.”
This means every post is now a mini landing page for your hotel, discoverable far beyond your followers.

How To Optimise Your Instagram For Search

Captions

Don’t use “just vibes.” Write with intent-rich keywords, just like you’d plan a blog. For example: “Our beachfront suites in Marbella include complimentary sunset cocktails — perfect for honeymooners.”

Alt Text

Think of this as metadata. Not just for accessibility, but to tell Google exactly what’s in the image.

Hashtags

Use hashtags that are actual search terms.

#IbizaBoutiqueHotel or #LisbonLuxuryStay works better than #vacay.

Your Bio

Your profile is now effectively a Google snippet. Craft it to earn clicks, with clear location + unique selling points.

Quick Wins For Hotels

Switch your Instagram to a public Business or Creator account.
Ensure in Settings → Privacy → Search Engines, that indexing is turned on.
Post consistently — Google favors fresh, high-engagement content.
Use short CTAs or questions to drive comments. More engagement = faster indexing.

Conclusion:

Instagram just became a new front door to your hotel.
If you’re not using keywords, writing alt text, and treating posts like searchable content, you’re not only missing likes — you’re missing direct bookings.

At opensmjle, we help hotels level up from pretty posts to smart, strategic content that drives traffic across platforms.
Want to turn your feed into a booking engine? Let’s talk.

Contact us now.

About opensmjle

Everything starts with an opensmjle.

opensmjle, Cologne-based digital agency, stands for all things digital and has been looking for new and innovative approaches to the requirements of the hospitality industry since 2013, specializing not only in the hotel and catering industry, but also in the associated technology providers.

In addition to our digital agents, we offer website design and programming in monthly packages so that companies can invest more budget in their customers’ stay experience. To perfect the customer journey, we take care of the storytelling – as a holistic concept or for specific topics.

Ready to take your guests’ stay experience and your customers’ customer journey to the next level?

Then let’s get to know each other better now:

www.opensmjle.com
hej@opensmjle.com
+4922198867761