Instagram Is Now Google-Searchable: What This Means for Hotels

Starting July 10th, 2025, Instagram content from public professional accounts will be indexed by Google and other search engines. That includes posts from business and creator profiles, such as your hotel’s account. Your photos, videos, Reels, and carousels can now appear in organic search results.

This is a major shift for anyone in hospitality marketing.

Instagram has always been a closed platform when it comes to SEO. Until now, Google’s crawlers were blocked from indexing most content. With this update, Instagram is opening up, allowing your content to be discovered by a much wider audience.

What’s Changing?

Only public professional accounts are affected. That means if your hotel uses a business profile and is not set to private, your posts are now eligible to show up in search. Personal or private accounts will remain hidden from Google.

This feature is on by default, but you can double-check in: Settings → Privacy → Allow public photos and videos to appear in search engine results.

Why It Matters for Hotels

When travellers search for inspiration, hotel ideas, or trip planning tips, Google is often the first stop. Now your Instagram content can be part of what they find.

Imagine someone searches “boutique hotels with rooftop bars in London” and your Instagram Reel appears in the top results. This is no longer wishful thinking; it’s already happening in other markets.

How to Make the Most of It

To fully take advantage of this change, your Instagram strategy should start aligning with your search strategy. Here’s how:

• Use keyword-focused captions
  That first line is more important than ever. Think of it as a headline. Include relevant search terms like “dog-friendly spa hotel in Bath” or “romantic seaside getaway in Cornwall.”

• Add detailed alt text
  Alt text improves accessibility and also helps with search ranking. Describe the image clearly and include words that potential guests might search for.

• Use smart hashtags
  Hashtags now serve two purposes. They help with visibility inside Instagram and can also contribute to Google search ranking.

• Polish your profile
  Your Instagram bio, pinned posts, and story highlights could be a visitor’s first impression after a Google search. Make sure they represent your brand well.

Results Are Already Showing

SEOZoom reports that in Italy, Instagram content is already ranking for over 669,000 keywords. More than 600,000 Reels are appearing in search, with many landing in Google’s top 10 results.

Instagram is quickly becoming more than a social platform. It is now a discoverable content channel that influences bookings long before someone visits your website.

What This Means for Hotel Marketers

This is an opportunity to expand your reach and turn your Instagram feed into a powerful SEO tool. It’s time to track more than just likes and saves. Begin looking at impressions, click-through rates, and how your Instagram content shows up in search.

Treat your Instagram profile like your hotel’s second homepage. It should speak clearly to both followers and potential guests searching online.

Final Thought:
Instagram is no longer just a place to post. It is now a real part of your online visibility. The platforms are converging, and your hotel has a new way to stand out in search.

If you want help making this shift, we’re here to support you.