Anyone arriving in the valley with skis in the car checks your Google profile first. Switching it to winter takes an afternoon, and you only do it once.
When Baqueira opens, change four things on your Google Business Profile: your regular hours to winter hours, special hours for Christmas and New Year, your main photo to one with snow, and your description to what you offer in season.
Which hours do I change: regular or special?
It depends on how long the change lasts. If you open differently for the whole winter, change your regular hours. Special hours are for one-off days: Google describes them for holidays, special events and other exceptional circumstances, and lets you use them for changes or closures of up to 6 days in a row. If you'll be closed for 7 days or more, Google asks you to mark the business as "Temporarily closed".
How do I add Christmas hours?
- Go to your Business Profile and select "Edit profile", then "Hours".
- In "Business hours", next to "Special hours", select "Edit".
- Pick the date: 24, 25 and 31 December, 1 and 6 January.
- Enter opening and closing times, or leave "Closed" ticked.
- Save.
One detail that gets missed: for special hours to show, your profile has to be set to "Open with main hours".
What else should I check before the season?
Your main photo is the first thing people see. If it's from August, swap it for one from this winter. In your description, write out what skiers look for: ski storage, parking, a lunch menu, and how many minutes you are from the slopes. What's written down can be quoted; what only appears in a photo can't. That's why it matters for AI assistants too, as we explain in what GEO is.
And reply to any reviews still waiting. They're what people read when deciding between you and the place next door.
If you only have 10 minutes: add special hours for Christmas and New Year. It's five dates, and it saves you the review from someone who found the door shut.
Source: Special hours, the 6-consecutive-day limit, "Temporarily closed" from 7 days, the steps and the "Open with main hours" requirement: Google Business Profile Help, "How to set Special hours", checked 3 November 2026.