How to List Your Hotel on Google Search for More Bookings

Running a hotel without showing up on Google is like planning a grand opening and forgetting to unlock the front door. If you’re hoping people will find you, compare prices, and actually book a room, being on Google is the bare minimum. The good news? Getting listed isn’t complicated, it just takes a bit of setup and attention.

Let’s walk through what matters and how to do it right.

Photo from Google Maps

Why Google Matters for Hotels

Most people don’t book the first hotel they see. They hop between tabs, scan reviews, check prices, and click around on maps. That means your hotel has to show up consistently across all those little moments. If your listing looks trustworthy, accurate, and bookable – you’ve already done more than most.

How to List Your Hotel on Google?

1. Set Up/ Claim Your Google Business Profile

Think of this as your hotel’s storefront online. To get started, go to Google Business Profile and either claim your existing listing or create one from scratch.

Make sure you:

Use your real hotel name and address.
Choose the correct business category (“Hotel”).
Add contact info and links to your site.
Upload quality photos of your rooms, lobby, exterior, and anything else people care about.

A well-filled profile shows you care about your guests – even before they arrive.

2. Connect to Google Hotel Center to Show Prices

If you want your nightly rates to show up in Google’s results (next to OTAs like Booking.com), you’ll need to hook into Google Hotel Center. This typically happens through a tech partner like Cloudbeds, SiteMinder, or your booking engine provider.

Once set up, your prices and availability will show directly in Google search. Even better, you’ll unlock free booking links – yes, the kind people can click on without you paying for ads.

3. Add Structured Data to Your Website

If you take direct bookings on your own site, use structured data (also called schema) to help Google understand your rooms, availability, and pricing. This isn’t something guests will see, but it makes a big difference behind the scenes.

4. Keep Your Profile Active and Accurate

Creating a profile isn’t the finish line. Google favors businesses that stay active and engaged. That means:

Responding to reviews – especially the critical ones.
Posting updates about seasonal offers or hours.
Keeping your name, address, and phone number (NAP) consistent everywhere.

If your info is wrong in one place, it could hurt your visibility everywhere else.

5. Take Advantage of Free Booking Links

As of 2021, Google made it possible for hotels to show direct booking options for free – no ad spend needed. These show below the paid listings and still get plenty of clicks. It’s a win for independent hotels looking to reduce reliance on OTAs.

Check with your booking engine or tech partner to make sure you’re eligible.

6. Consider Google Hotel Ads (If Budget Allows)

If you’ve got some ad budget and want to get in front of more travelers, Google Hotel Ads might be worth a look. These ads appear prominently in search results and map listings, targeting people actively planning trips.

You can run campaigns through platforms like Hotel Ads Center or your channel manager.

Getting listed on Google isn’t just about visibility, it’s about giving future guests what they need to make a decision. Clean photos, updated prices, real reviews, and a working booking link go a long way.

You don’t have to do it all at once, and you don’t need a big team. But if you’re not showing up in the right place, you’re leaving bookings on the table.

More…