The Briefing. What’s changing

August is mid-winter in South West WA, and your guests are looking for drama. Storm-watching is at its peak. Those wild seas and moody skies are exactly what photographers, adventure seekers, and couples chasing romance want to experience. Your accommodation and tour businesses have a golden window right now. The whale season (running through November) is in its sweet spot too, with Southern Right Whales still active around our coast and genuinely fewer tourists than peak season, which means more intimate experiences and better visibility for those who want it.

Early August also catches the tail end of Australian school holidays. Families are looking for winter-break experiences that don’t require escaping to the tropics. Think cosy fireplaces, hot food, local exploration, and activities that work in cooler weather.

Platform alert: Google is rolling out a significant change. Since July 3rd, most small businesses need to verify their Google Business Profile using a short video walk-through instead of a mailed postcard. If you haven’t done this yet, it’s now critical. Businesses that don’t complete verification could see their listing temporarily disappear from Google Search and Maps. This is actually an opportunity: those video walk-throughs let potential guests see your space, your vibe, your hospitality before they book. Meanwhile, on Instagram, the algorithm continues to favour original Reels and content made specifically for the platform (shares are now outranking likes). That recycled TikTok or Facebook post? It’s going to get buried.

The Campaign Plan

1. Storm-Watching Stories Film short, atmospheric reels from your location showing dramatic skies, crashing waves, or wind-blown landscapes. These perform exceptionally well on Instagram right now (especially Reels). Caption them around the experience: “This is why guests book August.” Use these clips in your Google Business Profile video walk-through too. Authentic movement and mood speaks volumes.

2. Whale Season Final Push August is still prime whale-watching time. Create educational, shareable content: “5 signs a Southern Right Whale is near” or “What to pack for a whale-watching tour.” Blogs and carousels (Reels) work well. Link bookings directly in your bio or Google Business Profile.

3. School Holiday Package Spotlight Target families with mid-year break deals. Create a simple carousel or reel highlighting what makes your accommodation or experience great for kids in winter: warm spaces, local activities, adventure without the beach crowds. Email your existing guest list with a “bring the kids back” message.

4. Behind-the-Scenes Content Use short reels to show your team, your kitchen, your setup, guests enjoying themselves (with permission). Instagram’s algorithm actively favours authentic, unscripted content. A quick phone video of staff making coffee or tidying a room outperforms a polished promotional post.

The Tool

Use the Unleashed Resources Library to find our free Google Business Profile Audit template. It walks you through everything Google now looks at when ranking local businesses. From photos and reviews to response times and listing completeness. This month especially, it’ll help you get ahead of the video verification requirement.

The Visibility Action

Businesses that don’t verify and maintain their Google Business Profile by August face real consequences: lost local search visibility, disappearing customer photos and reviews, and a profile that looks abandoned to potential guests. Without a walk-through video, you’re asking customers to book based on outdated information. Most won’t.

Your one to-do this week: Upload a 30-60 second walk-through video to your Google Business Profile. Use your phone. Walk through your entrance, show signage, pan your space, and show your team or yourself. That’s it. Download the Google Business Profile Verification Checklist from our Resources Library to ensure you don’t miss anything.

Everything is connected. Make one good decision this month, and watch the ripple.

Forward this to a fellow South West hospitality or tourism business owner who might find it useful. 🌊