A guide to using Google Business Profile for hotels

Natalya Stecko
August 30, 2023

9 min read

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A guide to using Google Business Profile for hotels
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In today's digital age, having a strong online presence is crucial for businesses, and the hospitality industry is no exception.

When it comes to showcasing your hotel to potential guests, a Google Business Profile (formerly known as Google My Business) is a powerful tool that can make a significant impact in both reputation and sales.

This comprehensive guide will explore how hotels can leverage Google Business Profile to maximise visibility, attract more guests, and ultimately drive bookings and revenue.

What is the Google Business Profile hotel pack?

The Google Business Profile hotel pack refers to a specific section within Google search results displaying a list of hotels in response to user' queries related to accommodation. It typically appears below the local pack and provides users with a more detailed overview of hotels, including their attributes, amenities, ratings, and booking links.

When users search for hotels in a specific location, the hotel pack showcases a selection of hotels that match the search criteria. Additionally, users can access more detailed information about the hotel's opening hours, contact information, photos, services, and other relevant attributes.

The hotel pack also provides users a quick glance at multiple hotel options, allowing them to compare essential information, such as ratings, and reviews. From there, users can click on specific hotel listings to delve deeper into each property's details and make informed decisions when selecting their preferred accommodation.

Should hotels use Google Business Profile?

Absolutely! A Google Business Profile is an invaluable tool for hotels of all sizes. It provides a free and efficient way to showcase your hotel to a vast audience, increase visibility, and attract potential guests.

With the right optimisation strategies, hotels can significantly enhance their online presence and drive bookings.

How the hotel pack works

The hotel pack operates on a sophisticated algorithm that carefully evaluates various factors to determine hotel ranking and display order. This algorithm takes into consideration the relevance of the hotel to the user's search query, ensuring that the results align closely with what the user is looking for.

The prominence of a hotel in the online space is also considered, taking into account factors such as the hotel's overall reputation, online reviews, and engagement with potential guests. Lastly, proximity plays a crucial role, as the algorithm aims to display hotels geographically close to the user's search location.

By considering these factors — relevance, prominence, and proximity — the hotel pack algorithm strives to deliver accurate and personalised results to users seeking accommodations. For example, if a user searches for "5-star hotels in New York City," the algorithm will prioritise displaying high-end hotels in that specific location.

Similarly, if a user searches for "hotels near Times Square," the algorithm will focus on showing hotels close to it. Furthermore, the algorithm considers additional user refinements, such as filtering by specific features or amenities (e.g., "hotels with pool" or "hotels with free breakfast"), and even price ranges, ensuring that users find hotels that meet their specific preferences and requirements.

Ultimately, this algorithm aims to provide users with a seamless and relevant hotel search experience on Google, empowering them to make informed decisions when choosing places to stay.

Comparing the local pack and hotel pack

When users search for hotels in a specific location on Google, they are presented with two types of search results: the local pack and the hotel pack.

The local pack is prominently displayed at the top of the search results page and features a map showcasing a selection of hotels in the area. This feature allows users to quickly get an overview of the options in their desired location.

The hotel pack provides users with a deeper level of information, allowing them to evaluate and compare different hotels more thoroughly.

Both formats aim to assist users in finding the most suitable accommodation for their needs, providing them with a comprehensive view of the available hotel choices in their desired location.

Exploring hotels on Google Maps

When travelers explore hotels on Google Maps, two key elements play a crucial role in capturing their attention — blue dots and price signs. Understanding and utilising the differences can significantly impact your hotel's visibility and bookings.

The blue dots on Google Maps represent hotels without pricing information readily available. These hotels become indistinguishable from one another, making it challenging for potential guests to compare and evaluate options. To avoid becoming just another blue dot it's vital to provide accurate pricing information. This allows travelers to make informed decisions based on their budget and preferences.

On the other hand, price signs indicate hotels integrating their offerings with Online Travel Agencies (OTAs) through Google Hotel Ads. These price signs display actual rates, enabling users to see the prices directly on the map. Having integrated pricing not only differentiates your hotel from the blue dots, but also provides transparency and convenience to potential guests.

Integrating your hotel with OTAs through Google Hotel Ads offers several advantages. Firstly, it enhances your visibility by displaying actual prices to users actively searching for accommodations. This targeted approach increases the likelihood of attracting qualified leads to your property.

Secondly, integrated pricing allows travelers to compare rates directly on Google Maps, eliminating the need to visit multiple websites or platforms. This convenience increases the chances of potential guests choosing your hotel over others, leading to higher conversion rates and bookings.

Features hotel listings have access to

Hotel listings on Google Business Profile have access to a wide range of features that enhance their visibility and provide valuable information to potential guests. These features include:


Hotel attributes are vital to your Google Business Profile, providing valuable information to potential guests. There are two main types of attributes to consider — property details and room details.

Property details encompass various aspects of your hotel's facilities and services. These include health and safety measures, internet availability, parking options, accessibility features, and more. Highlighting these attributes helps guests understand your hotel's overall offerings and conveniences.

Room details focus on each guest room's specific features and amenities. These attributes can cover general room features like bed types, room size, or views, as well as food-related features such as room service availability or complimentary breakfast.

By showcasing accurate and detailed attributes in property and room details, you provide potential guests with a comprehensive understanding of what to expect during their stay. This extra information helps them make informed decisions and select a hotel that aligns with their preferences and requirements.


Amenities play a crucial role in attracting guests to your hotel, and a Google Business Profile allows you to showcase them in detail. Provide comprehensive information about your hotel's amenities, including swimming pools, fitness centers, on-site restaurants, and any other facilities that set your property apart.

Highlighting these amenities on your Google Business Profile helps potential guests make informed decisions and gives them a glimpse of the unique experiences they can expect during their stay.

Whether it's a relaxing dip in the pool, a rejuvenating workout session, or indulging in delicious cuisine, leveraging your Google Business Profile to showcase your hotel's amenities creates a compelling and enticing impression for prospective guests.


The "Highlights" feature on Google Business Profiles for hotels allows you to showcase your unique selling points and special offers, making it easier to entice potential guests. Whether it's a stunning rooftop pool with panoramic views, a complimentary breakfast buffet, or a limited-time promotional package, these highlights can be the deciding factor for a guest choosing your hotel over competitors.

By leveraging this feature effectively, you can effectively communicate the value and benefits that set your hotel apart. It's essential to select and update your highlights regularly to reflect current offerings and capture the attention of potential guests browsing through hotel options. Remember, a well-crafted highlight can make all the difference in converting a potential guest into a confirmed booking.

Class rating

Class rating is an important aspect of a hotel's Google Business Profile. It allows hotels to showcase their official classification, such as a star rating or any other relevant rating system. This rating gives potential guests a quick and easily recognisable measure of the hotel's quality and amenities.

By displaying the class rating prominently on the profile, hotels can immediately convey their level of service and establish credibility.

Whether it's a luxurious five-star hotel or a cosy boutique establishment, the class rating helps potential guests make informed decisions and choose accommodations that align with their preferences and expectations.

Opening hours

Opening hours play a crucial role in providing essential information to potential guests. By listing specific check-in and check-out times on your Google Business Profile, you ensure transparency and help guests plan their stays more effectively.

Clearly indicating your hotel's operating hours enables guests to manage their arrival and departure times, aligning their travel plans accordingly. This clarity enhances the overall guest experience and helps set proper expectations right from the start.

Whether your hotel follows traditional check-in times or offers flexible arrangements, such as 24-hour check-in, updating this information on your profile ensures that guests have accurate information at their fingertips. With clear and easily accessible opening hours, your hotel will build trust, enhance guest satisfaction, and streamline the check-in process for a seamless experience.

Booking links

Booking links are a crucial component of your hotel's Google Business Profile. By providing direct booking links to your website or online booking platforms, you make it convenient for potential guests to complete the reservation process.

Whether you have an in-house booking system or partner with popular online travel agencies, including these links simplifies the path to booking for interested travelers. By eliminating unnecessary steps and providing a smooth booking experience, you increase the likelihood of converting potential guests into confirmed bookings.

Be sure to regularly check and update these links to ensure function correctly and direct guests to the appropriate booking channels.

Businesses inside the hotel

If your hotel houses additional businesses, such as a spa, restaurant, or other amenities, Google Business Profile allows you to showcase these offerings on your profile. By featuring these businesses, you will attract potential guests specifically interested in these services.

Highlighting these businesses within your hotel also allows you to leverage their reputation and popularity to attract a broader audience.

It's important to provide accurate information and details about these businesses, including their names, descriptions, operating hours, and any special offers they may have.


Captivating visuals play a crucial role in enticing potential guests and showcasing the unique charm of your hotel. By uploading high-quality photos of your hotel's rooms, facilities, and common areas, you can create an immersive visual experience for online visitors.

Showcasing well-curated images of your guest rooms, inviting lobby, exquisite dining areas, and relaxing amenities can help guests visualise their stay and generate a positive impression. Ensure the photos accurately represent your hotel's ambiance, cleanliness, and overall appeal.

By investing in professional photography or utilising the services of a skilled photographer, you will capture the essence of your property and leave a lasting impression on potential guests. Remember, a picture is worth a thousand words, so let your visuals paint a compelling story that entices guests to choose your hotel for their next memorable stay.


Services play a vital role in enhancing the guest experience at hotels. With Google Business Profile, hotels have the opportunity to showcase additional services beyond accommodation. This includes services like airport transfers, concierge assistance, room service, spa facilities, fitness centers, business centers, and more.

By highlighting these services on your Google Business Profile, you will attract guests who prioritise convenience and personalised experiences. Whether it's offering a seamless airport pickup or providing exceptional in-room dining options, emphasising these services can set your hotel apart from competitors and captures the attention of potential guests seeking specific amenities.

How to set up a hotel listing on Google Business Profile

Setting up a hotel listing on Google Business Profile is straightforward. Here's a step-by-step guide to help you get started:

  • Claim or create your profile: If your hotel is already listed on Google, claim ownership of the profile. If it's not listed, create a new profile for your hotel.
  • Provide accurate information: Fill out all the essential details about your hotel, including name, address, phone number, and website.
  • Optimise your description: Craft a compelling and concise description highlighting your hotel's unique features and benefits.
  • Add photos and videos: Upload high-quality visuals that showcase your hotel's rooms, facilities, and surrounding areas.
  • Select attributes and amenities: Choose the relevant attributes and amenities that best represent your hotel's offerings.
  • Encourage guest reviews: Actively encourage your guests to leave reviews on your Google Business Profile to build credibility and attract more bookings.
  • Regularly update your profile: Keep your profile up to date with accurate information, special offers, and new photos to provide an engaging experience for potential guests.

How to be successful as a hotel with your Google Business Profile

To ensure the success of your hotel on Google Business Profile, it's crucial to optimise your profile by filling out all the available fields with accurate and engaging information about your property.

Provide detailed descriptions of your hotel's amenities, services, and unique features. Additionally, actively encourage positive reviews from satisfied guests and respond promptly and professionally to both positive and negative feedback. These reviews greatly influence potential guests' decision-making process.

To make a strong visual impact, upload high-quality photos and videos that showcase your hotel's unique attributes and amenities. Utilise the additional features of a Google Business Profile, such as attributes and highlights, to differentiate your hotel from the competition and provide potential guests with valuable information.

Keeping your profile up to date is vital, so regularly update your information, photos, and special offers to accurately represent your hotel. Stay proactive in monitoring your profile for customer inquiries and respond in a timely manner to demonstrate exceptional customer service.

By following these steps, you can maximise the potential of your hotel's presence on Google Business Profile and attract more guests to your property.

FAQs about Google Business Profile for hotels

What do you need to set up a Google Business Profile for a hotel?

To set up a profile, you need a Google account, accurate hotel information (name, address, phone number), and high-quality photos to showcase your property.

Can any hotel have a Google Business Profile?

Any hotel can have a Google Business Profile, regardless of size or location.

How to manage multiple hotel locations on Google Business Profile

Managing a large number of Google Business Profiles can be a daunting task. However, with tools like Mirador, a scalable management tool created specifically for Google Business Profiles, you can streamline and automate the management of thousands of listings in one centralised platform.

From updating hotel information to responding to reviews, Mirador empowers hotels to efficiently optimise and monitor their Google Business Profile, saving time and resources.