The way people discover local businesses has changed dramatically over the last few years — and in 2026, discovery is no longer linear.
Travelers, expats, and locals now move between search engines, directories, reviews, maps, and social platforms before deciding where to eat, stay, shop, or book services. For businesses in the Caribbean and South America, understanding this journey is critical to staying visible.
This article explains how discovery really works today, where people look first, and how businesses can position themselves to be found consistently.
The modern discovery journey is non-linear
People no longer follow a straight path from search to purchase.
A common journey looks like this:
- Search on Google (“best restaurant in Cartagena”)
- Browse map results
- Click a directory listing
- Compare businesses
- Read reviews
- Visit a website or social profile
- Make a decision
Google explains how search connects users to relevant businesses across multiple touchpoints:
Discovery now happens across platforms, not on just one.
Search engines still start most discovery journeys
Google remains the primary starting point for high-intent searches.
People commonly search:
- “Near me”
- City + service
- “Best” or “Top” comparisons
These searches signal intent to act, not casual browsing. Google’s own documentation shows how search surfaces local results based on relevance, location, and trust:
This is why local SEO fundamentals — listings, directories, and consistent business information — remain essential.
Directories influence decisions earlier than expected
Directories don’t just help people find businesses — they help people choose.
They are trusted because they:
- Organize businesses clearly
- Reduce decision fatigue
- Present neutral comparisons
- Feel safer than ads
Consumer research from Think with Google shows that people rely on multiple sources before making decisions, especially when unfamiliar with a location or brand.
For travellers and newcomers, directories often become the primary evaluation tool.
Reviews and trust signals drive final decisions
Visibility gets attention — trust earns the click.
Studies consistently show that reviews and social proof strongly influence buying behaviour. According to Nielsen, consumers trust peer opinions and verified information more than traditional advertising:
When users compare businesses, they look for:
- Ratings and reviews
- Recent activity
- Clear business details
- Real photos
- Professional presentation
This is why structured listings often outperform standalone social profiles.
Data confirms how people discover local businesses
Behavioral data supports what businesses experience in real life.
Research summarized by Pew Research Center highlights how local search, reviews, and directories influence consumer decisions across industries:
People don’t rely on one channel — they validate across several.
Social media supports discovery, but rarely leads it
Social platforms are powerful for:
- Awareness
- Engagement
- Community
However, social media is rarely the first stop for high-intent searches.
Users typically:
- Search first
- Compare second
- Validate socially
This aligns with the modern customer journey described by HubSpot, where discovery spans multiple touchpoints rather than a single platform:
Social media works best when paired with search and directory visibility.
Why discovery matters more for travelers and expats
Travelers and expats lack local knowledge.
They rely heavily on:
- Structured platforms
- Trusted directories
- Clear categories
- Reviews and comparisons
Tourism data published by the UN World Tourism Organization (UNWTO) shows how digital discovery plays a key role in travel planning and local decision-making:
https://www.unwto.org/tourism-data
For Caribbean and South American businesses, this makes discoverability across trusted platforms especially important.
How businesses can optimize for discovery in 2026
To stay visible, businesses should:
Be present where decisions happen
That includes:
- Search
- Maps
- Directories
- Review platforms
- Websites
Maintain consistent information everywhere
Inconsistent business details reduce trust and visibility.
Optimize listings, not just websites
Many decisions happen before a website visit.
A strong directory listing can convert on its own.
Discovery is about coverage, not shortcuts
There is no single trick to visibility.
Discovery comes from:
- Being present across trusted platforms
- Providing clear, accurate information
- Building trust before the click
- Supporting users throughout their decision journey
Directories, search engines, and reviews work together — not separately.
Final thoughts: clarity wins discovery
The businesses that win discovery in 2026 are not the loudest — they are the clearest.
They make it easy for:
- Search engines to understand them
- Customers to trust them
- Users to choose them
For Caribbean and South American businesses, strong discovery isn’t about chasing trends — it’s about building a reliable digital footprint where people already look.
