Hotel referencing: how to get listed on Google
Why delegate your SEO to real experts?
Why is hotel SEO important? Getting a hotel to the first page of Google is often like running a marathon blindfolded: the rules change without warning, there are more and more runners and, in the middle of the race, the organiser sometimes changes the route. The result: many establishments get tired, pay high commissions to online travel agencies (OTAs) and end up believing that natural positioning (what the specialists call "referencing") is reserved for the hotel giants.
The good news is that there are now simple, humane and measurable methods for winning this race without breaking a sweat. The best news is that a specialist partner like Hotel Web Design has already mapped out the route for you. In the following pages, we will detail these methods, present the trends to be followed until 2026 and give a step-by-step plan that any motivated director, sales manager or receptionist can set in motion.
Why use a specialist hotel SEO agency?
You can have the most beautiful lobby in the world, but if the door is invisible from the street, no one will come in. Google is that door: more than 80 % of holidays start with a search for "hotel + city". A high ranking in the results means more curious visitors, and therefore more direct sales. A mediocre position, on the other hand, leaves the field wide open to OTAs, which charge 15 to 25 % in commission and capture your guests' e-mail addresses.
Two recent developments have reinforced this dependence:
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The end of "commission per stay" (CPA) auctions Since 20 February, Google Hotel Ads has no longer allowed "pay only if the customer actually sleeps" invoicing. Campaigns must migrate to cost per click or fixed cost per stay support.google.com.
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The obligation to be transparent about charges Google, the US Federal Trade Commission and several regional legislations now require the final price (including taxes and fees) to be displayed before Internet users share their data. ftc.govtheverge.com. A difference of just a few euros can result in the suspension of your tariff flow.
To put it plainly: staying visible and compliant has become 1) more technical; 2) more regulated; 3) vital for your margins.
How Google decides who gets on the podium
Even if the exact workings of the algorithm remain secret, we do know the major memos that Google distributes:
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Relevance - Does the content of your page provide an exact answer to the user's question?
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Popularity - Are other sites talking about you (links), and are travellers clicking on your results?
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User experience - Does your site load quickly? Does it display well on mobile devices? Do visitors stay or leave straight away?
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Confidence - Is your Google listing (formerly Google My Business) complete? Do the prices in your search engine match those sent to Google?
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Proximity - For local queries, Google favours hotels that are close to the search area (city centre, airport) and clearly identified on Maps.
The rest of this guide is designed to help you tick these boxes without using jargon or complex tools.
Laying solid foundations: your website, your "digital home
Before you can put pretty flowers on your balcony, you need to build straight walls. Here are five essential foundations, described without unnecessary technical terms:
Speed - "Customers don't like waiting in the rain".
If your home page takes more than three seconds to display on a telephone, one visitor in two will leave. To simplify :
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Reduce the size of photos (WebP format).
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Limit heavy animations.
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Use a reliable web host.
Hotel Web Design includes this optimisation in every project: their usual objective is to go under two seconds, a threshold that is enough for Google to consider you "fast".
Mobile version - "The traveller has a smartphone, not a desktop computer".
More than 65 % of hotel searches are carried out on mobile devices. That's why your website needs to be organised like your lobby: clear signs at the counter, easy-to-read signs and an intuitive route. No zoom, no microscopic text: booking buttons as big as door handles.
Security - "Don't leave your passports lying around on reception".
The little "https" padlock shows tourists that their bank details are safe. Google checks this padlock; without it, your ranking automatically drops. Hotel Web Design includes an SSL certificate and daily back-ups: a good night's sleep is worth a few minutes of set-up time.
A clear history - "A clean room, a clean site".
Avoid copy and paste texts found on OTAs. Google hates duplication, so write your own description, your own visiting tips, your own voice.
Integrated booking engine - "A lift that arrives at the right floor".
If visitors click on "Book" and end up on an external page that's too slow, they'll give up. Integrating a fluid engine directly into your site - without commission - reduces this leakage. Hotel Web Design offers an in-house engine or its own integration of solutions such as Reservit or D-EDGE, depending on your choice of PMS.
Telling your story: the human touch that makes all the difference
A hotel isn't just a bed; it's a promise of emotions: a romantic weekend, a peaceful business trip, a culinary getaway. Explain it clearly:
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An obvious sentence Your arty cocoon between the Canal du Midi and the old town".
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Three pillars location, flagship services (spa, rooftop, Michelin-starred chef), commitment to sustainability.
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A regular blog Two articles a month are enough to show that you know your area. Examples of articles that work: "5 easy bike rides from the hotel", "Rainy day ideas for children", "Not-to-be-missed Provencal markets".
These simple, sincere texts will boost your visibility: Google will pick out answers to questions from web users, then send them back to you.
Become the local star: your Google Business Profile (GBP)
Think of your GBP as an illuminated shop window in the street: it displays your opening hours, your number, your photos and your reviews. A few quick tips:
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Fill in each field type of hosting, direct telephone number, link to your site.
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Add at least one hundred photos exterior, reception, rooms, breakfast, surroundings. Visually rich listings attract more clicks.
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Publish a post every week special offer, local event, seasonal menu. Google displays it below your information, like a mini-blog.
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Reply to all notices A warm thank you for compliments; a quick solution for complaints. Internet users look less at the raw score than at the quality of your responses.
Turning every click into a reservation: Free Booking Links and Google Hotel Ads
What are Free Booking Links?
Since 2021, Google has been displaying "free" links to hotel websites below the sponsored prices. They already capture more than 15 % of hotel module impressions; when properly configured, they generate direct bookings free of charge. hitec.org.
How can you make the most of it?
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Link your booking engine to Google Hotel Center (Hotel Web Design does it for you).
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Ensure perfect consistency between the transmitted price and the final price.
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Update your availability in real time.
Google Hotel Ads: staying visible without blowing your budget
The end of the "commission per stay" model means that you have to pay per click or per fixed stay. The good news is that a well-traced click costs less than a commission of 18 %. The key is to :
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Set a target return on investment (ROAS).
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Cut the bids on dates that are already full.
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Monitor conversions from your own site.
Hotel Web Design controls these levers, so you can monitor performance in a clear table.
Measuring for progress: the indicators you need to know (without complicated spreadsheets)
There's no need to be an analyst: just focus on four figures:
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Visitors from Google (monthly)
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Converting to a reservation (how many click on Reserve)
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Share of direct bookings vs OTAs
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Average revenue per room sold (RevPAR) on the direct side
If you see the direct share climbing and the number 4 remaining stable or increasing, your efforts are paying off. If not, adjust - more content, more GBP posts, or an A/B test on the Book button.
Trends to keep in sight
Greater pricing transparency
The American "junk-fees" rule comes into force wherever Google operates: full price displayed before data collection support.google.com. Be prepared; Hotel Web Design includes a "Price Accuracy" module that alerts you as soon as a discrepancy appears.
Voice and conversational search
More and more web users are saying "Ok Google, find me a hotel in Avignon with parking". So add a short, conversational FAQ page to anticipate these questions: "Yes, our car park is free and secure from 10 p.m. to 6 a.m.".
Short, immersive video
Vertical videos (15 seconds) now appear in some mobile results. A sequence shot of the lobby opening onto the terrace is worth a thousand photos. Hotel Web Design offers a 4K mini-shoot; three clips are all you need to stand out from the crowd.
Sustainable commitment
Google highlights hotels that display labels (Clef Verte, EarthCheck) or list their green actions: waste sorting, water saving, local suppliers. Highlight them in your GBP file and on your home page.
In what way Hotel Web Design changes the game
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Hotel specialisation No clothes shops on Mondays, no car garages on Tuesdays.
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Multi-skilled team under one roof design, copywriting, technical integration, advertising management.
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High availability hosting your pages stay open, even when the town is celebrating its festival.
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A single dashboard traffic, bookings, reviews, everything at a glance.
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Exclusive modules Price Accuracy, Core Web Vitals verification, QR Code notice collection.
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Long-term no-commitment contract The agency focuses on your results, not the length of the rope.
In short, they play the long-term game, just as you do with your loyal customers.
Ten common mistakes - and how to avoid them easily
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Writing for Google, not for people You end up boring both of them.
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Forget the mobile 6 cm screen, not 24.
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Film a 4-minute video that takes 20 seconds to load no one is waiting.
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Copy Booking descriptions double = invisibility.
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Ignore a negative review silence seems guilty.
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Change prices after clicking Reserve suspension assured.
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Blur photos This is your night hall on a stormy day, so avoid it.
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Launching ads without following the ROAS A huge financial hole.
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Leaving a slow external engine Rusty drawbridge; customers turn back.
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Going without specialist help You could change a light bulb yourself, but would you read the electrical panel?
Case study summary: "Les Terrasses du Vieux Port" (fiction)
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Context 45 rooms, OTA rate 70 %, dated site, Google rating 4.0.
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Hotel Web Design actions mobile redesign, "72 hours strolling around the port" blog, commission-free engine, QR Code review collection, Free Booking Links.
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9-month results OTA 45 %, RevPAR +16 %, Google rating 4.4, load time 1.9 s.
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KING Investment: €17,000, amortised in six months thanks to lower commission charges.
30-day action plan to prime the pump
| Week | Key action | Expected results |
|---|---|---|
| 1 | Claim/update your Google Business Profile | Accurate data, better local visibility |
| 1-2 | Add 50 high-quality photos | More attractive page, more clicks |
| 2 | Check final price including taxes | Compliance, no suspension |
| 2-3 | Install SSL certificate if not present | Confidence + improved position |
| 3 | Publish two simple blog posts | First fresh traffic |
| 3 | Ask current customers for their opinion | Note Google pulls up |
| 4 | Simplify Reserve button (size, colour) | Click-through rate + |
| 4 | Set a target ROAS, launch a mini CPC campaign | Controlled visibility |
After a month, you'll have the machine up and running. Month 2 is for fine-tuning; month 3 is for amplifying.
Conclusion: write your own happy ending
Hotel referencing is no longer a geek's whim or an international chain's luxury. It's a routine part of good management, like changing the sheets or smiling when a traveller arrives. Yes, Google often moves its lines; yes, the rules are becoming stricter. But in 2025, the tools are mature, the guides clear and the specialist partners like Hotel Web Design turn the climb into a signposted hike.
Start by updating your file, checking that your rate remains the same from the first click to the last, and telling a story you'd like to read if you were a customer. The rest will follow: a rising ranking, falling OTA commissions, rooms filling up... and a smile, your own, when you see the dashboard confirming that all this hard work is finally paying off.
"Today, the Internet is the lobby of your hotel. Open it wide, light it well, and welcome your future guests as if they were already pushing open the door." - The Hotel Web Design team
