Google Business optimisation for hotels the complete guide
why your hotel needs a strong Google Business presence
Imagine a couple looking for a weekend getaway from the comfort of their sofa. They type "hotel with spa in Annecy" into their phone. Three seconds later, they see a colourful listing with recent photos, real time rates, a button and a "book" button. Book and a score of 4.7 ★. If it's not your establishment, you're already losing a potential customer. Today, Google Business has become the most consulted shop window, even before your website. Optimising it means more direct visits, fewer OTA commissions and a perfectly controlled e-reputation.
In this clear, jargon-free guide, you'll discover :
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Today's best practices for shining on Google;
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2025 trends to be aware of (short video, Free Booking Links, AI) ;
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Step-by-step advice that's easy to apply;
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Common mistakes to avoid;
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And how the solutions Hotel Web Design simplify the whole process for you.
Hotel Web Design is the web agency 100% dedicated to the hotel industryWe can help you with all aspects of digital communication for your accommodation: booking websites, natural referencing specialising in the hotel industry, Google Ads referencing and Google Hotel Ads, social networking campaigns, graphic charters and logos for hotels.
Make an appointment today for free advice on how to optimise the digital management of your accommodation.
Google Business: the foundation of your local visibility
1.1 What is a Google Business listing?
This is the insert that appears on Google Search and Google Maps when someone searches for your name or a hotel in your area. It includes photos, address, telephone number, reviews, prices, availability and even a button. Book linked to your booking engine. According to Google, keeping this page up to date improves your ranking in local results. support.google.com.
1.2 Why is this strategic for a hotel?
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First point of contact More than 80 % of travellers start their journey on Google Search or Maps.
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Direct bookings thanks to Google Free Booking Linksyour official rates are displayed free of charge, just below the paid links. A D-EDGE study shows that in 2024, these free links will account for an average of 34 % of hotel metasearch revenue. d-edge.com.
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Immediate confidence Recent photos, quick responses to reviews and accurate practical information reassure travellers.
Trends to watch
| Trend | Why it's crucial | How to make the most of it |
|---|---|---|
| Short vertical video | The SERP now displays a 15 second video carousel | Publish "room tour" or "balcony view" clips in your listing |
| Enduring attributes | Google adds an "eco-responsible establishment" filter | Activate the "waste sorting" and "plastic reduction" attributes |
| Rich Data in Hotel Ads | Google tests the display of real-time rates and images in ads | Use an up-to-date engine like Hotel Web Design's |
| Conversational AI | Travellers ask direct questions to the form | Respond quickly; a Chatbot integrated into your site also helps |
Essential functions to master
Photos and videos
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40 visuals minimum Exterior, reception, room types, spa, restaurant.
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Video 30 s A drone shot of the roof terrace is a real eye-catcher, but watch out for the quality.
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Quarterly update : Google favours recent content.
Google posts
Like a mini-blog: announcements of offers, events, special menus. The algorithm displays the last post in the form for seven days. Write a short text (100 words max) and add a Book or Find out more.
Attributes
Tick all that apply: free Wi-Fi, swimming pool, parking, accessibility, EV terminals, etc. The more detailed your details, the more your hotel will appear in the search filters.
Reviews
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Volume Aim for at least 100 reviews to inspire confidence.
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Recent A notice from last week carries more weight than a notice from a year ago.
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Answers Reply within 48 hours, even to praise. A sincere apology and a clear solution will defuse criticism.
Google Free Booking Links
Activate them using a compatible engine: detailed explanations here. You can display your official rates free of charge under Hotel Ads. No costs, no more direct traffic.
Step-by-step: optimise your Google Business in a week
Day 1: Claiming and securing the file
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Sign in or create a Google Business account.
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Check the property (telephone call or postcard).
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Activate dual authentication to prevent hacking.
Day 2: Completing the basic information
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Exact name of the hotel, "Hotel" category, address without abbreviations.
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Clickable telephone, up-to-date website.
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Opening hours (24 hours a day if reception is open continuously).
Day 3: Add photos and videos
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Upload your 40 best HD photos.
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Add a 30 second clip showing a room and the view.
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Classify the images by category (exterior, rooms, catering).
Day 4: Setting up attributes and services
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Tick amenities: air conditioning, safe, breakfast...
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Indicate your sustainable labels if you have any.
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Indicate PRM accessibility if available.
Day 5: Publish your first Google post
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Title: "Gourmet Weekend Offer".
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Photo of menu, 80-word text, button Book.
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Schedule a weekly reminder to publish.
Day 6: Activate Google Free Booking Links
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If you are already using Hotel Web Design booking enginecontact support: they will send your tariff flow to Hotel Center from Google.
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Check within 48 hours that your prices appear under the heading "Official Site".
Day 7: Implementing a notification plan
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Display a QR Code at reception to leave a review.
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Add a sentence to your post-stay email: "Your opinion helps future travellers".
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Reply to all the notices for the following week.
Concrete examples that inspire
- Hotel Mont-Blanc Chamonix immersive seasonal photos, post weekly skiing in winter, hiking in summer.
- Les Bains d'Avignon We offer a range of services: personalised responses to reviews, mention of your first name, offer of a promotional code for your next visit.
- Villa Azure Nice Activation of Free Booking Links, generating 18 % of direct bookings in six months.
Hotel Web Design is a Google partner with the Google Hotelsincluding our customers enjoy every day: information about your accommodation, availability and prices is sent continuously to the search engine, which displays booking links free from Google search, directly to your booking page. These free links represent around 15% of additional commission-free bookings for our customers in 2022! Read our article on free booking links from Google
Common mistakes to avoid
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Conflicting information between index card and site: Google penalises confusion.
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Images too heavy They do not load on mobile phones.
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Google company details forgotten or not updated.
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Bed and breakfast" instead of "Hotel". : you get out of the filters.
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Negative opinions ignored Their silence is tantamount to an admission of guilt.
Going further with Hotel Web Design
Hotel Web Design offers :
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Free audit of your Google Business with a personalised action plan.
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Quick activation of Free Booking Links (see detailed guide).
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Commission-free booking engine connected to over 200 OTAs.
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Short courses for your team: manage posts, respond to feedback, track statistics.
Measuring your results
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Plug performance Google offers a table showing clicks, calls and itineraries. Set a monthly reminder to consult it.
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Conversion rate Via your Hotel Web Design engine, track the number of bookings from Free Booking Links.
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Average score 0.2 for the year.
Conclusion: tangible, rapidly visible benefits
Optimise your Google Business is neither complicated nor expensive; above all, it's the most direct way of increasing your bookings without any intermediaries. Updated photos, regular posts, activation of Free Booking Links and responses to reviews form a virtuous circle: more visibility, more clicks, more trust - and therefore more direct sales.
With the support of Hotel Web Design, you can get everything up and running in a week and see concrete results within the first month. So, are you ready to fill your schedule?
Booking / reservation website
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Direct booking for your accommodation
- Bespoke booking/conversion site delivered turnkey, with training on the administration interface on delivery
- Adapted logo and graphic charter. Possibility of using your existing elements
- Specific referencing for holiday lets
- Integration of reservations module internal
- or integration of an external booking engine (Reservit, D-EDGE, MisterbookingRoomcloud, etc)
- Integration of specific HTML elements (review portals, customer reviews, weather, press, pop-ups, direct chat, etc.)
- Secure SSL / HTTPS
- Multilingual website & booking engine
- Simple, intuitive user interface
- High-availability hosting and domain name
- Delivery usually within 30 days
