Instagram now searchable on Google

As of July 10, Instagram has opened its content up to Google search indexing. That means reels, posts and profiles from public professional accounts can now appear in search results. A shift with big implications for how guests find information about your hotel. Here is what you need to know, along with the steps to take.

What’s changed on Instagram?

Until now, Instagram's content was mostly hidden from Google, and Instagram’s policy was to request that search engines not index its content. From July 10, public content from professional accounts is now eligible to appear in Google Search by default. Users can opt out of search engine indexing by updating their privacy settings preferences.

Why this matters for hotels

Your website content needs to work harder.

With social media posts now appearing directly in search results, your website must offer content that adds more value, not just mirrors what’s already out there.

That means:

• Writing clear, concise answers to common guest queries

• Structuring content for search (and AI) visibility

• Highlighting what makes your property different, whether it’s local walks, spa treatments or five-star concierge service

AEO (Answer Engine Optimisation) matters, too. AI-driven search tools increasingly surface short, structured content that directly answers questions, so make sure your content is built to be found and understood.

Visual content now drives discovery.

Search is no longer just about text. With Instagram Reels and TikTok videos now appearing in results, travellers are discovering hotels through image and video-led content before they ever reach your site.

What performs:

• Natural, lifestyle visuals

• Behind-the-scenes or “real guest” moments

• Short-form video content with a compelling narrative

Avoid stock photography and overly staged shots.

Guest-generated content shapes first impressions.

Public posts from your guests could now outrank your own branded content. A dreamy spa suite reel might bring new high-end guests through your doors. But a low-quality photo or critical post could show up first and affect perception. That makes user-generated content (UGC) a key part of your SEO strategy. It also introduces new challenges:

• You have less control over your brand narrative

• Guests, creators and third-party platforms now help shape your online presence.

• Content lives longer, beyond the app, into the SERP (Search Engine Results Page)

What does this mean for social media creators?

• Captions will shift towards search. Expect creators to tweak how they write, using more keyword-rich, question-driven captions to surface in search results.

• Influencer briefs need to adapt. It’s no longer just about reach and aesthetics, now tone, structure and long-term discoverability matter too.

• Rise of informational creators. With search indexing, we’ll likely see more FAQ-style content:  “Top 10 Places to Stay in the Lake District”,  “Best UK Spa Hotels with Rooftop Pools”. That format aligns naturally with how users search and how Google ranks.

• Increased visibility for established creators. Established influencers may benefit most from these changes. Google’s ranking criteria include content relevance, alignment with user intent, informativeness, and social signals such as engagement (likes, comments, and shares). This may further boost those who already have significant visibility on the platform.

What should hoteliers do now?

• Audit how your hotel shows up in search. Search your hotel name alongside terms like “review”, “Instagram”, “dinner”, “spa”. What comes up? Who’s shaping the story?

• Build a UGC strategy that supports brand reputation. Encourage content from happy guests. Flag and address misleading or unflattering posts.

• Train your team to guide guest content creation. It can be as simple as “If you’re posting, tag us, we’d love to share it.”

• Review influencer briefs to include SEO guidance. It’s not just about the look anymore. Include keyword suggestions, FAQs to address, and desired messaging points.

• Invest in original content that travels. The lifespan of social content is no longer limited to the app. Make sure it’s designed to be shareable, searchable and on-brand.

Your content should reinforce authenticity through guest reviews, creator partnerships, and social proof. The booking journey may now start with a Reel on Google, what your future guests see there could make all the difference.

Journey helps luxury hotels stay ahead of trends, combining marketing expertise with performance strategy to drive direct bookings and brand visibility. Let’s chat about making your content work harder.