If you haven’t heard of Local Guides Connect, you’re missing out on Google’s secret travel club for Google Maps super-users—a treasure trove of traveller recommendations, local insights, and endless photos of people’s brunches. It’s basically Google’s way of making sure people never run out of places to eat or obscure street art to photograph.
For tour operators, Local Guides Connect is brilliant—if you know how to charm Google’s unofficial influencers without being pushy.
What is Local Guides Connect?
Local Guides Connect is Google’s official hangout for the people who practically live on Google Maps. It’s a place to share hidden gems. Forget TripAdvisor; this is where real local finds live (and hopefully survive the crowds).
Local Guides Connect users are enthusiastic, and they tend to engage in a few characteristic ways:
Local Guides Connect users crowdsource recommendations – Need to find the best taco stand in town? Someone’s already arguing about it here.
They review obsessively – Members actively shape Google Maps with reviews and ratings—your business’s online fate is literally in their hands.
Post an absurd number of photos – Usually food or sunsets. Sometimes sunsets over food.
Check out this example: 5 Hidden Gems in Berlin. Notice how much work and effort has gone into this post. Also, note the user’s status (Level 5 out of 10) is indicated under their username. This is based on a points system that rewards high engagement and high quality posts.
Who actually hangs out on Local Guides Connect?
Local Guides Connect caters to a niche and dedicated audience. We’re talking people who would take it as a compliment if you accused them of making Google Maps their whole personality. They are…
- Frequent travellers – They travel so often they’ve probably run out of places on their fridge for magnets.
- Foodies & culture junkies – If there’s a weird local delicacy, they’ve tasted it and lived to post about it.
- Google Maps super-users – These people can’t walk past a cafe without rating the Wi-Fi.
For tour operators, these are exactly the kind of passionate, review-happy people you want talking about your tours.
Should tour operators be on Local Guides Connect?
Do you want to appear higher on Google maps? – Then, yes. Having a presence on Local Guides Connect can help.
Do your tours focus on hidden gems and unique local experiences? – YES! Local Guides Connect is for you.
Are you just trying to boost impressions and find a new content marketing/ ad channel?—Then, no. Google users will see right through that, and you could hurt your rankings.
How to use Local Guides Connect (without getting flagged as spam)
Step 1: Create your Google alter ego
- Join as a helpful local, not “Steve from sales.”
- Engage in discussions genuinely—skip the sales pitches.
- Share useful tips to build your credibility before you even think of mentioning your tours.
Step 2: Show off your local expertise
- Mention hidden gems casually. (“Best street food in Berlin? Ditch the tourist spots and try Mustafa’s—trust me.”)
- Answer traveller questions like a friendly local, not an over-eager salesperson.
- Participate in conversations around food, culture, and experiences—basically, everything your tours involve without directly selling.
Step 3: Charm people into reviewing you
- Local Guides are review machines—impress them, and they might actually make your Google rankings soar.
- After a great tour, casually mention that sharing their experience on Google Maps would help others (and, coincidentally, your business).
Step 4: Boost your visibility (without cheating)
- Google loves content from Local Guides, so good engagement boosts your visibility.
- Post stunning photos of your tours—preferably something better than another avocado on toast.
- Engage with reviews. Reply with appreciation for the positive ones, make valid negative reviewers feel heard, and post funny responses to the unhinged ones.
Other fun hangouts for tour operators
Local Guides Connect is great, but don’t put all your eggs in Google’s basket. Check these out too:
- Reddit – Perfect for quirky, honest travel conversations (and memes).
- Facebook groups – Local groups are ideal for lively conversations and sharing memes disguised as travel tips.
- Travel Massive – Professional, yet laid-back enough to swap war stories about nightmare clients.
- Discord – Perfect for younger travellers who somehow hate Facebook but love chatrooms.
- Instagram & TikTok comments – Engage on popular posts to gently remind people your brand exists (just keep it classy).
- TripAdvisor forums – Still popular for direct Q&A and credibility-building. Just brace yourself for occasional cranky reviews.
- Lonely Planet’s Thorn Tree – A seasoned forum for independent travellers asking for detailed local recommendations.
- Couchsurfing groups – Excellent for authentic connections with adventure-driven, budget-conscious travellers.
- Meetup.com – Ideal for hosting local events and building offline community connections that boost brand loyalty.
- LinkedIn groups – Perfect for professional networking, particularly useful if you target corporate or business travel markets.
- Quora – Great for answering detailed travel-related questions, subtly positioning your expertise without sounding salesy.
- Your own community – Private WhatsApp groups or loyalty programmes to remind customers why they chose you (besides your dazzling personality).
Participation is the new visibility
Gone are the days of simply hoping ads attract customers. Now, it’s about hanging out where travellers already are—and Google’s Local Guides Connect is the perfect place to charm the community, earn trust, and gently nudge potential customers your way. Remember: be helpful, be funny, and don’t spam—Google knows where you live.