Google vs Social: Where guests decide.

Joshua Atterberry

Joshua Atterberry

— 2 min read
Google vs Social: Where guests decide.

Read time: shorter than guessing where bookings come from

Stop treating social like the finish line

Social gets the attention.
Google gets the decision.

Most restaurants and boutique hotels reverse that and then wonder why they’re busy posting but not seeing bookings.

This isn’t a “post more” problem.
It’s an intent problem.

Social Becomes a To-Do List, Not a Strategy

Inside most restaurants and hotels, social media isn’t one thing.
It’s ten competing requests.

  • Kitchen wants the new dish posted
  • Bar wants the cocktail on the grid
  • Events wants weddings pushed
  • Someone just plated something pretty and wants it up now

Suddenly, social turns into a customer service desk instead of a strategy.

Every marketer knows this feeling. Every operator contributes to it.

Here’s the hard truth:
Being busy posting is not the same as helping guests decide.

The fix isn’t saying no to ideas.
It’s setting expectations.

Feed equals brand identity.
Stories equal live energy.

Both matter. Neither is the finish line.

Feed vs Stories: What Guests Are Actually Using Them For

Guests don’t scroll your feed to stay updated.
They check it to confirm a decision they’re already considering.

Feed is for confirmation.

  • Does this place look like what I expect?
  • Is the food, room, or vibe consistent?
  • Does this feel worth it?

Stories are for proof of life.

  • Is this place active?
  • Does it feel human?
  • What’s happening right now?

Simple rule:
Feed shows who you are.
Stories show what it’s like to be there.

Instagram Gets Noticed. Google Gets Chosen.

Most guests don’t open Instagram thinking, “Where should we eat tonight?”

They open Google with intent:

  • “Best restaurant near me”
  • “Is this hotel good?”
  • “Happy hour nearby”
  • “Worth staying here?”

That’s not browsing.
That’s decision-making.

Instagram creates awareness.
Google captures demand.

Confusing those two is why social feels productive but bookings feel flat.

Zero-Click Search Is the New Reality

In 2025, most guests don’t even visit your website.

Google shows them everything upfront:

  • Ratings and reviews
  • Busy times
  • Photos
  • Menu highlights
  • Recent guest feedback

If that snapshot is outdated, unclear, or unconvincing, guests don’t investigate.

They move on.

No complaint.
No message.
Just gone.

This is where money gets wasted.

Social ads interrupt.
They ask someone who wasn’t planning to book anything to care.

Google ads respond.
They meet someone who is already deciding.

One asks, “Want this?”
The other answers, “Here it is.”

That difference matters.

No Marketer? Focus on Google First.

You don’t need a full-time marketer to win bookings.
You need to respect intent.

If nothing else, do this consistently:

  • Claim and verify your Google Business Profile
  • Keep hours, photos, and info current
  • Encourage and respond to reviews
  • Use Google Posts for events and specials

This simple discipline often outperforms scattered social posting.

A Real-World Result

One hotel shifted focus from social buzz to local search clarity.

The outcome:

  • 30% increase in direct bookings
  • 215% increase in Google Business Profile views
  • Higher conversion from search

The win wasn’t better content.
It was showing up when guests were already deciding.

That’s the lesson.

The Reality Check ✓

Social builds curiosity.
Google closes the loop.

If you’re chasing bookings through social alone, you’re paying more to work harder.

Even without a marketer, clean Google basics plus a clear, consistent social presence beats posting constantly with no direction.

Visibility gets you noticed.
Intent gets you chosen.

—

The Checklist
Reality checks for modern hospitality.
One ✓ before your next shift.

Coming up next:
Why boutique hotels don’t win at check-in. And why the second stay is where the money actually is.

Read more