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How to Configure and Optimize Google My Business Listings for Hotels

Tobias Roelen-Blasberg
Tobias Roelen-Blasberg
Co-Founder & Head of Product
Looking to make the most of your hotel's online presence? Learn how to configure and optimize Google My Business listings for hotels!
How to Configure and Optimize Google My Business Listings for Hotels

Why do businesses need Google My Business?

Did you know that when people search for something nearby using their smartphones, 76% of them usually end up at a nearby business within 24 hours? This means that if you want to attract guests, you should have a Google Maps presence through Google My Business (GMB) so guests can easily find directions and contact your hotel.

Indeed, GMB is an invaluable tool for hoteliers, allowing them to manage their business information on a highly-used platform and reach out to potential guests.

In fact, a study by BrightLocal shows how GMB has been revolutionary for the hospitality industry. For one, GMB gives hotels insight into customer behavior and rating that can be used to improve services. It also provides analytics tools that allow hotels to track their performance over time and adjust their strategies accordingly. All this makes GMB an indispensable tool for hotels looking for ways to increase visibility and grow their customer base.

What is Google My Business for hotels?

Google My Business is a free service that lets you create and manage your business listing on Google. It’s a great way to manage your online presence and help customers find you online.

But how does it work, exactly?

When someone searches for your business name or address on Google, they’ll see your business listing. This includes the hours of operation, photos, reviews, and other information about your business. If you already have a website or social media pages, Google My Business can help you connect all of these accounts together so that customers can easily find them from one place. This is why optimizing your GMB profile is highly recommended.

What is the difference between Google My Business for hotels and other listings?

While similar to other Google listings, Google My Business for hotels has a different set of features. This is because Google wants to create space for OTAs such as ‘Compare Prices’ and ‘Booking’ blocks. As a result, hotel amenities are given priority over other features, leaving limited room for anything else.

GMB for hotels include availability, a comparison of fees from third-party platforms, and even nearby attractions that guests can visit.

What is a Google Hotel Pack?

Two of the most effective ways to boost your online presence are the Local Pack and the Hotel Pack. The Local Pack appears when you search for a business that is close to you, but it’s not limited to only this type of service — it’s also available for services that are specifically oriented toward travelers.

The Hotel Pack is triggered by multiple search queries, but they must include the word “hotel” in order for it to appear. This makes it easier for travelers who are looking specifically for hotels in a certain area; it also helps businesses that specialize in hospitality services to gain more visibility on the web. Both the Local Pack and the Hotel Pack can increase your chances of being seen by potential customers and help you gain more exposure online.

A screenshot of a hotel pack and a local pack.

How does Google Hotels work?

When you’re on the lookout for a hotel, you don’t have time to do a bunch of research. You need to find the best deals quickly and make a reservation before someone else snaps up the room you want.

It’s easy to search Google Maps for hotels near your location, but now there’s an even easier way. The latest update makes it even faster to search for hotels by enabling price comparison right from the map interface.

Google Maps for hotels

What does this mean? When you search for hotels, instead of seeing pins that represent individual hotels, you will see price pins that display the lowest rate available from listed OTAs. You can then easily select which hotel you want to book and complete your booking directly with them via Google. No more opening multiple websites or apps to see all your options because all of your options are right in one place!

Note that if you are not using an OTA or a third-party booking provider integrated with Google Hotel Ads, then you won't get a price label and instead will be represented by a tiny blue dot. This means that without pricing info, your hotel can become lost in a sea of dollar signs. It is therefore important to ensure that your OTA or booking provider has provided room rates for the date criteria that users are searching, so that you don’t miss out on potential customers.

What features does Google My Business include for hotel listings?

Your Google My Business listing can help you connect with potential customers by providing information on your hotel's amenities and services, including those that might be hard to find online, such as room types, check-in times, and pet policies. This helps potential guests get an idea of what they can expect when they stay at the hotel. Additionally, hotels can add Hotel Attributes such as Pools or Internet to further highlight their offerings.

Another common feature that many businesses use to attract customers is the opening date of the establishment. While this may seem like an irrelevant detail, it can actually be helpful in differentiating between newer and older properties. While some guests may prefer staying at an established hotel with a long history of positive reviews, others may be looking for a more modern option with more amenities and updated facilities. Having this information readily available can help people decide between options and narrow down their list of possible destinations.

In addition to opening date, photos are also an important part of any Google My Business listing — but not just any photos will do. Hotels should ensure that they're uploading high-quality images that showcase the best aspects of their facilities so that customers can get a better feel for where they are staying.

Hotel attributes

Updating and checking your hotel attributes is an important part of managing your Google My Business (GMB) account. By regularly updating the information in the Hotel Attributes section, you can ensure that customers have access to accurate and up-to-date information about your hotel. To access this feature, simply head to your GMB dashboard, then select Info and then Hotel Attributes.

Add or edit your hotel details under the “Hotel attributes” section.
Include any pertinent information about your hotel property under the property details section.

The property details section includes:

  • Health and safety
  • Covid-19-responder policy
  • Internet
  • Food and drink
  • Policies & payments
  • Activities
  • Services
  • Children
  • Pools
  • Parking & transport
  • Wellness
  • Accessibility
  • Business & events
  • Pets

And room details include:

  • General room features
  • Food-related room features


Ensuring that the amenities at your hotel are accurately reflected on your GMB profile is key to providing great customer experience. The Attributes section of the dashboard allows you to select and deselect amenities directly from the dashboard, making it easy to keep your information up-to-date. However, some amenities may still be provided directly via OTA sites, so you will need to contact them if any of these are not available but are still displayed on their page. Once updated, it may take a while before they are displayed on the GMB. If this is the case, you can contact GMB support who can manually update the information for you.

Overall, managing hotel amenities through GMB is a great way to ensure that customers have accurate information about what services and facilities are available at your hotel. This can help to improve customer satisfaction and increase bookings by providing customers with all the information they need before making their decision.

GMB Hotel Amenities section.


Highlights are an additional area of a listing that allows the hotel to emphasize features, services and amenities that are important to their guests. This can include things like business facilities, free WiFi, restaurant recommendations and more. Listing highlights helps potential guests determine if a particular hotel is a good match for their needs by providing them with more information about what it offers.

Hotel highlights are created by user reviews, either by mentioning “highlights” within the review text or by selecting it within the review flow. Highlights can vary depending on the type of visitor and their travel type. For example, a family looking for a relaxing holiday may be interested in knowing about the hotel's pool and spa facilities, while a business traveler may be more interested in learning about its conference rooms and other amenities that make it suitable for work-related activities.

Hotel highlights.

Class rating

Google has access to official classifiers from many countries, which they use to accurately rate hotels. However, if they do not have access to this information, they will rely on OTA listings for their class rating. This can lead to inaccuracies, such as a 4-star hotel being listed as 5-star. In these cases, it is important to check with your country's official classifier and ensure that all OTA listings are displaying the correct class. If there is an issue with the rating displayed on Google Maps, you will need to contact GMB support in order for it to be manually updated.

Class ratings are an essential tool for any hotel when it comes to marketing and selling rooms to customers. With a growing number of hotels and accommodation options on the market, it is important that businesses ensure their class rating is displayed correctly across all channels to prevent over- or under-selling. By checking with official classifiers and ensuring OTA listings display the correct rating, businesses can rest assured that their customers will receive accurate information when searching for accommodation online.

Opening hours

Hotels of all star ratings typically have 24-hour opening hours, allowing guests to check in and out at any time. This is especially important for those who may be traveling late at night or early in the morning. However, if your reception closes at a certain time, you can set your hours accordingly. For example, 6am-11pm. In this case, you can use the ‘More Hours’ section and select access hours so that guests can still enter the hotel after reception has closed.

It is important to note that different hotels may have different opening hours depending on their location and services offered. For instance, some hotels may offer extended opening hours during peak season or holidays while others may close earlier due to local regulations or for safety reasons. It is also important to consider the needs of your guests when setting your opening hours as it will help ensure they are able to access the hotel when they need it most.

Add your opening hours to your GMB profile.

Booking links

Having a booking link displayed on an OTA website is essential for any hotel or accommodation provider. In order to have this link appear, you must be listed on the OTA's website. Furthermore, in order to have your pricing information displayed, you need to configure this directly with the OTA and your booking system.

If you want your own booking link to be displayed, then you will need to either integrate your booking system directly with Hotel Ads API or use a booking system provider that is integrated with Hotel Ads. It is important to note that even if the searcher uses your own booking link, you will still need to set your room commission (bid) with Hotel Ads and pay Google a commission on the room booking.

This is how booking links look like.

Other businesses inside your hotel

Hotels often offer a variety of services to their guests, and Google has created an option for hotels to list businesses that are located within the building. This feature is beneficial for both the hotel and its guests, as it allows them to easily find and access the services they need. For example, if a guest needs a quick bite to eat or wants to relax with a massage, they can quickly locate these services without having to leave the hotel.

The types of businesses eligible for this feature include restaurants, bars, spas, salons and more. These businesses provide convenience and comfort for guests who may not have time to venture out into the city. Additionally, these businesses can help generate additional revenue for the hotel by providing customers with quality services at competitive prices. By listing these businesses on Google, hotels can ensure that their guests have easy access to all of their amenities in one convenient location.


When it comes to hotels, Google Business Profile photos are incredibly important. They are one of the first things potential customers see when searching for a hotel and can play a large part in their purchasing decisions. It is therefore essential that hotels take the time to ensure their Google Business Profile photos are up to date and of high quality.

Hotels should regularly check user-added photos and report any bad ones they find. Additionally, they should brand their images where possible to create a consistent look across all platforms. It’s also important that hotels keep their GMB images unique and not share them with OTAs. Finally, hotels should make sure all images are high resolution so they appear sharp and clear on all devices. By following these basic rules, hotels can ensure their Google Business Profile photos make a great impression on potential customers.

How can I add my hotel on Google?

Setting up a new hotel listing on Google My Business (GMB) is an important step for any business looking to increase their visibility and reach potential customers. The process is relatively straightforward, but there are some key steps that must be taken in order to ensure the listing is properly set up and verified.

To get started with creating an accurate and helpful listing for your hotel, you’ll need to first research another hotel GMB to see what information it provides. Take note of what is and isn’t included in their listing so you know what to include when you create yours. This almost always includes basic information about the hotel such as its name, address, phone number, website URL, and category.

Your GMB should also include relevant keywords for your business – for example, if you have a guest laundry service available on-site, this would be something that would be valuable to add to your profile.

You will then need to verify the listing by either having a postcard sent to the physical address of the hotel or by verifying via phone or email. After verification has been completed, you can begin adding additional details such as photos, descriptions of services offered, hours of operation and more. Finally, it’s important to keep your GMB listing updated with any changes in order to ensure customers have accurate information when searching for your business online.

How do I claim a hotel on Google?

If you're taking over an existing listing, there are three possibilities:

1. Transfer of ownership

After the previous owner transfers their ownership to you, they will revoke their access to the account. This means that you will have full control over all aspects of your page and can make any changes that you wish.

2. Claiming ownership

When a hotel listing has been claimed but ownership of the listing has not been transferred, it can be a tricky situation. Fortunately, there is a simple solution that can help you gain access to the listing. First, log into your Google My Business (GMB) dashboard and select ‘Add Single Business’. Then search for and select the hotel you need access to. If the business has already been claimed, select ‘Request Access’. The current owner then has seven days to either confirm or deny your access request. If they fail to respond within this time frame, Google will check if your account is verified as the owner of the associated domain through Google Search Console and transfer the listing over to you if so. This process ensures that only verified owners have access to their listings and helps protect businesses from malicious actors trying to take control of their listings without permission.

3. Verify listing ownership via postcard or phone call

For this claim, you just have to verify the business listing with either a postcard or a phone call. First, go to the Google My Business dashboard and then click on "Claim this Business." You'll then be asked to enter your name and email address, so that Google knows who is claiming the business. After that, choose whether you want to send a postcard or make a phone call.

How do I set up a Google business location?

Here’s how you can add a new location to your business:

  1. Sign in to Business Profile Manager
  2. Click the “Businesses” tab.
  3. If you’re handling multiple business groups, use the drop-down menu where you intend to add your new location.
  4. Click on “Add Location” and enter the details of your new location.

How do I change my hotel details on Google My Business?

Updating your business information is essential to having an optimized Google My Business profile. Here’s how you can change your hotel details on Google My Business:

  1. Log in to your Business Profile.
  2. Click on Edit Profile.
  3. Click on Hotel Details.
  4. Select the specific information you want to update.
  5. Recheck all the information listed and click Save.

How to optimize your Google My Business listing?

Google Business Profile allows hoteliers to create an online presence with detailed information about their business, including contact information, hours of operation, photos, reviews and more. This helps potential customers find your business more easily and increase the chances of them choosing your property over others.

Additionally, you can use Google My Business Insights to track how customers interact with your listing and make changes accordingly. With these tools at your disposal, you can maximize the potential of your Google My Business listing and get the most out of it for your hotel or bed & breakfast.

Make sure to answer all questions

The Questions and Answers feature on Google My Business is a great way to engage with potential guests. It allows you to answer questions from searchers, providing them with the information they need to make an informed decision about your business. When responding to questions, it’s important not to give simple “yes” or “no” answers; instead, provide detailed responses that will help the searcher understand more about your business. For example, if someone asks about check-in or check-out times, provide the answer and refer them to visit your website or contact the front desk if they have any more questions.

You can also upvote questions that you find particularly important, which can increase their visibility on your listing for others to see. It’s important to note that anyone can answer questions on your Google My Business listing, so be sure to monitor it regularly and respond quickly when necessary. By taking advantage of this feature and leaving thoughtful responses, you can create a positive impression of your business and encourage potential guests to book with you.

Build an FAQ page

Overall, creating an FAQ page is beneficial for both you and potential customers as it provides them with quick access to answers they may be looking for while also saving you time by not having to answer the same questions multiple times. It’s important to remember that upvoting questions and answers on your local search listing can increase visibility of the question, so make sure you take advantage of this feature when possible. Additionally, incorporating keywords in a loose, organic manner will help ensure that your page is easily found when people are searching for answers related to your business or product.

Ask guests to write reviews

Reviews are an important part of any business’s success, and hotels are no exception. Reviews can help your hotel stand out on the Search Engine Results Page (SERP) by increasing its visibility. Google reviews and star ratings appear near the top of the Google Business Profile, so potential customers can quickly see how well-rated your property is. Additionally, 65% of people check out the ‘Reviews’ section towards the bottom of the profile before making a decision which is why answering reviews is important to any hotelier.

Encouraging guests to leave reviews is a great way to build up your hotel’s reputation on Google. Studies show that 72% of people will leave a review when asked to do so by a local business. This means that if you want to increase your reviews, all you have to do is ask! You can do this through email campaigns or even in person when guests check out. By taking advantage of this opportunity, you can ensure that more people see your hotel in a positive light and make informed decisions about whether or not they should stay with you.

Answer all your google reviews of your hotel

It is vital to reply to all reviews, whether they are good or bad. Responding to positive and negative reviews is a great way to show your appreciation for the customer’s feedback and build relationships with them. It’s important to take the time to address their concerns and try to resolve any issues they may have had. This shows potential customers that you are willing to go the extra mile to ensure their satisfaction and can help you build a positive reputation. Additionally, responding to reviews using SEO can help boost your hotel’s visibility on the SERP as Google takes into account reviews when ranking them.

Use high-quality photos and video for your site

There are a lot of things you can do to make your hotel look like a great place to stay, but the most important thing is that you have high-quality photos and videos. These will show the potential guest what they can expect when they go to your hotel, which is critical for making that sale.

Be sure you have a logo, a cover photo, 360 photos, and video that accurately represents your space. It's okay if these aren't all professional —a lot of users on Google My Business are amateurs like us— but they should reflect the quality of your business in general. Finally, include unique features that set your hotel apart from others nearby. If there's something special about your space or location that makes it stand out, by all means highlight it so potential guests can decide whether you're the one for them.

Can I manage Google reviews for my business?

Yes. Log in to your Google My Business Profile. This will automatically lead you to a review dashboard where you can monitor and manage your reviews. You can also search for your business via Google Maps and click on the total reviews. This will allow you to respond to reviews using the logged-in Google account.

Manage reviews with an AI Review Reply Assistant

Responding to online reviews can be a daunting task, but it doesn't have to be with our AI Review Assistant of MARA. This intuitive tool is designed to ease your Online Reputation Management process, making it more efficient, personalized, and time-saving. It offers the best and most personalized AI for responding to and analyzing your guest reviews.

AI-powered Review Inbox

One of the key features of this tool is the Review Inbox. Your review inbox makes responding to reviews as simple as hitting "Generate reply" and clicking "Send". The Review Inbox connects to multiple review sources, including Google,, and Tripadvisor, giving you a panoramic view of all your reviews. And you can even configure review response automation: Why not allow MARA to automatically respond to simple reviews, like 5-star Google reviews with no text, ensuring you never miss a review? Daily notifications about new reviews keep you updated and in control.

MARA Review Inbox
Streamlined review management with Review Inbox.

Review Analytics for customer insight

To help you understand and analyze the multitude of reviews, the Review Assistant also incorporates Review Analytics. This provides actionable, easy-to-understand insights that are tailored exclusively to your business. With MARA, you can quickly get the gist of all your reviews without needing to read each one. The analysis is so detailed that you can find out about specific issues like "water in the pool is too cold" or "lack of vegan breakfast option”. These insights help optimize guest experience without requiring you to be a data expert.

MARA Review Analytics
Actionable insights from online reviews.

Go autopilot with Review Automation

After gaining trust in your personal AI Review Assistant, you can even go on autopilot and create automation rules. This way, you can specify which reviews should be replied by the AI directly with no additional approval. With the configuration below, all Google reviews with no text and a star rating of 4 and above are answered automatically.

MARA Review Automation
Save time and manpower through wutomation.

Write personalized AI responses

MARA's AI isn't just about efficiency; it's about personalization too. The Brand Voice feature allows the AI to adapt to your tone, making sure your responses sound authentically you. Plus, with Smart Snippets, you can "teach" the AI how to respond to recurring praises or complaints. Your AI then incorporates this information into its responses, but always with different words, providing more personalized, relevant replies.

This review response assistant has quickly become a game-changer for over 2000 customers. Its promising capacity to elevate your overall rating, amplify response rates, glean insights from customer feedback and economize both time and money, is the reason behind its growing popularity.

Final Thought

Google My Business offers hotels a powerful platform to enhance visibility and cultivate a positive reputation. Encouraging guest reviews, responding promptly, and enriching your listing with high-quality media can set your hotel apart and leave a lasting impression on potential guests. Meanwhile, managing the influx of reviews can be simplified with tools like MARA's AI Review Assistant, enabling personalized responses and freeing up time for other hotel operations. With MARA, you can streamline review management, personalize interactions, and gain valuable insights from guest feedback, all without the hassle. Try MARA today – it's free, quick to set up, and doesn't require any financial commitment.

This article is part of our hero content on "Mastering Google Reviews - A Complete Guide."

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Frequently Asked Questions:

How do I write a Google review for my business?

Google doesn’t allow Google My Business profile owners to review their own businesses. Google will automatically flag this as spam and will delete it.

How do I leave a Google review for a hotel?

Unlike other online review websites, Google doesn’t send unique review links to guests. People can easily leave reviews on a hotel listing by looking up its Google My Business profile and clicking the “Write a Review” button.

Why is my hotel is not showing in Google search?

If your Google My Business listing doesn’t appear on any search results, your Google listing is still unverified. It usually takes seven business days for Google to verify your listing.

How do I use Google My Business for multiple locations?

Google allows business owners and property managers to add several locations to a single business group. To do this, just log in to your Business Profile Manager and add the address of your business locations.

Can I delete my Google rating?

Google doesn’t allow Google My Business profile owners to delete their Google ratings. However, you can flag reviews that violate Google’s content policy. You can also implement various methods to collect more positive Google reviews to boost your rating.

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