How to Set Up and Optimize Your Google Business Profile to Drive Direct Bookings

For most travelers, the journey to booking a hotel starts on Google — whether through Search or Maps. Google Business Profile (GBP) is the primary storefront in that journey. For hotels looking to maximize direct bookings and reduce reliance on OTAs, having a strong profile is more important than ever.

In this article, we’ll explore how hotels can effectively set up and manage their GBP to increase visibility, build trust, and encourage more direct bookings through their official website.

How to Set Up a Google Business Profile for Your Hotel Step by Step

Creating a Google Business Profile for hotels is extremely easy. Here is a detailed step-by-step guide to get your profile up and running:

1. Log in to Google Business Profile

To get started, you will need a Google account. If you don’t have one yet, create a new account and add the name of the hotel you want to show on the Google Business Profile.

2. Choose your business type

Google will ask you to select a business type from three options: online retail, local store, or service business. For hotels, service business is usually the best fit. If your hotel offers other services, like a spa or restaurant, you can select multiple types to cover everything.

3. Add your business category

Select a category that matches the services and amenities your hotel offers, such as “Hotel,” “Resort hotel,” or “Hostel” to best describe your property. This will help you attract the kind of guests who are looking for exactly what you provide.

4. Enter your property address

Make sure to enter all your details carefully: street address, zip code, state, and country. Google uses this information to show local search results, so the more accurate your address, the better your hotel will rank in search engines. Besides, providing a correct address allows Google to mark your hotel on the map, so it is easier for potential guests to find you on Google Maps.

5. Add your contact details and a website link

Once you’ve entered the address, add your phone number and a link to your hotel website so guests can easily reach out to you and find necessary information.

6. Verify that you manage the business

Next, Google will prompt you to verify your business. You can skip this step for now and come back to it later, but you’ll need to complete it anyway to make your profile visible to users. Verification also builds trust with your guests, showing them that your business is not a fake listing.

Google automatically determines the available verification methods based on factors like your business type, public information, location, and operating hours, and you can’t change these options. Most often, Google will ask you to record a short video of your business, but they might also offer options like phone or SMS verification, email, or a live video call. Sometimes, you may need to verify your business using more than one method.

7. Add photos of your hotel

Profiles with photos perform much better. Adding high-quality media can give your profile a helpful boost in search rankings. To make the most of this, include clear photos of your property’s exterior and interior, key amenities, common areas, and any unique features.

How to Optimize a Google Business Profile

To attract more guests and encourage them to book directly with your hotel, having a well-optimized Google Business Profile is key. A complete and engaging profile not only boosts your visibility but also builds trust and makes it easier for travelers to choose you over competitors. Here’s how to make your profile stand out:

Complete every section of your profile

Don’t leave any blanks. Take the time to fill out every part of your profile that wasn’t completed when signing up. Then add some other important information:

• Hotel description: This is your chance to tell your hotel’s story and highlight what makes your property special. Do you have a great location, unique design, exceptional customer service, or special packages? Think about what guests might want to know, like pet policies, nearby attractions, or accessibility features.

  Important: Keep your description under 750 characters, avoid URLs or HTML code, and focus on clear, friendly language that encourages travelers to choose your hotel.

  

• Amenities: Amenities can be a deciding factor for many guests. Make sure to list all the amenities your hotel offers, such as free Wi-Fi, parking, breakfast, gym, pool, and transfer services. Accuracy is key here; guests want to know exactly what to expect.

  

• Check-in and check-out times: Providing clear check-in and check-out times helps set expectations and reduce confusion. Guests appreciate knowing when they can arrive and when they need to leave. It makes their planning easier and can lead to better reviews.

Use Google Posts to promote offers and updates

Google Posts are like mini social media updates that appear right on your hotel’s Google Business Profile. They’re a great way to catch the eye of potential guests when they’re searching for places to stay. The best thing is that you can share fresh, timely content that makes your hotel stand out without needing a huge marketing budget or complicated tools.

For example, if you’re running a special weekend discount, a holiday package, or a last-minute deal, posting it here means travelers see it instantly when they find your hotel on Google. You can add a few engaging photos or a short video to make the offer even more appealing. And don’t forget a clear call-to-action like “Book now on our website” or “Call us today to reserve your room.” This helps turn interest into bookings.

But it’s not just about promotions. You can also use Google Posts to share news about your hotel, like a new restaurant opening, renovations, or upcoming events nearby. These updates show that your hotel is active and engaged, which builds trust and encourages guests to choose you over competitors.

The key is to keep your posts fresh and relevant. Try to add new posts at least once a week or whenever you have something exciting to share.

Encourage and manage guest reviews

Guest reviews are one of the most important factors travelers consider when choosing a hotel. Positive reviews build trust and credibility, showing potential guests that your hotel delivers a great experience. Because of this, it’s critical to actively encourage satisfied guests to share their feedback on your Google Business Profile.

A simple way to do this is by making the review process easy and natural. For example, you can provide guests with clear instructions on how to leave a review during check-out, include a reminder in a follow-up email, or even have your front desk staff mention it during departure. The key is to ask politely and at the right moment — when guests are happy and most likely to leave a positive review.

Once reviews start coming in, managing them is just as important as collecting them. Always respond promptly and professionally to every review, whether it’s glowing praise or constructive criticism. Thank guests sincerely for their kind words, and if there are any complaints, address them openly and offer solutions or apologies where appropriate. This shows that you value guest feedback and are committed to improving your service.

Keep your profile updated year-round

Keeping your Google Business Profile up to date is crucial for maintaining a strong online presence and ensuring potential guests have the most accurate information about your hotel. Travelers rely on your profile to make quick decisions, so outdated or incorrect details can lead to confusion, frustration, and lost bookings.

Make it a habit to regularly review your profile and update any changes, whether it’s your contact information, operating hours, or new amenities. For example, if your hotel adjusts check-in or check-out times seasonally, adds a new restaurant, or starts offering transfer services, these updates should be reflected promptly on your profile.

Seasonal changes are another important factor. If you offer special winter packages, summer pool access, or holiday events, make sure your profile highlights these to attract guests looking for those specific experiences. Similarly, if you temporarily close certain facilities for renovations or maintenance, communicate that clearly to avoid disappointing visitors.

Updating your profile also means refreshing photos and videos periodically. New images showcasing recent upgrades or refreshed décor can give travelers a better sense of what to expect and keep your listing visually appealing.

Use GBP Analytics to improve your strategy

One of the biggest advantages of using Google Business Profile is the access it gives you to valuable analytics about how potential guests find and interact with your hotel’s listing. These insights can help you understand your audience better and make informed decisions to drive more direct bookings.

Google provides data on several key areas, including how people discover your profile — whether through direct searches for your hotel’s name or through broader queries like “hotels near me.” You can see which keywords or search terms are leading travelers to your listing, identify what potential guests are looking for, and tailor your profile accordingly.

The analytics also show what actions visitors take once they find your profile. For example, you can track how many people call your hotel directly from the profile, visit your website, request directions, or view your photos. This information is crucial because it reveals what aspects of your profile are most engaging and which areas might need improvement.

Location data is another useful insight. Knowing where your potential guests are searching from can help you customize offers or marketing messages to specific regions or demographics. For instance, if a large portion of your traffic comes from a particular city or country, you might consider targeted promotions or partnerships in that area.

Ensure price parity to win more direct bookings

Guests often compare prices between your website and OTAs. If they see a better price on an OTA, they will usually book there instead of directly with you. To avoid this, keep your prices the same on your website and OTAs. Showing a lower or equal price on your site encourages guests to book directly and bring you higher profits because you save on OTA commissions.

One easy way to maintain price parity is by using tools that monitor OTA prices and automatically adjust your website rates to match. For example, Rate Match checks OTA prices several times a day and syncs your website price accordingly. This helps you stay competitive and visible on Google, where guests compare offers.

With price parity, guests will see your best price right in your Google Business Profile and are more likely to choose your hotel’s official website for booking.

Conclusion

Setting up and managing your Google Business Profile is a simple but powerful way to attract more guests and increase direct bookings. A complete, up-to-date profile helps travelers find your hotel, trust your brand, and choose your official website for reservations.

Don’t forget to keep your profile active by adding photos, sharing timely updates, and encouraging guest reviews. Also, use tools like price parity to show the best prices on your website and win direct bookings.

Frequently Asked Questions (FAQ)

1. How do I create a Google Business Profile for multiple locations?
   You can create and manage multiple profiles using Google Business Profile Manager. Simply add each hotel location as a separate listing under your account.

2. Do I need a website if I have a Google Business Profile?
   Yes, having a website is important. A Google Business Profile helps travelers find your hotel, but a website lets you share detailed information and accept direct bookings. It also gives you full control over pricing and guest experience.

3. Can I connect my booking engine to my Google Business Profile?
   Yes. Many booking engines, including Exely’s, integrate with Google Business Profile. This lets guests book your rooms directly from your Google listing and make the booking process faster and easier.

4. How can I improve my hotel’s ranking on Google Maps?
   Keep your Google Business Profile complete and up to date. Add photos, respond to reviews, and post updates regularly. Accurate info and active engagement help Google recommend your hotel more often.

5. Is it possible to link my Google Business Profile to social media accounts?
   Google Business Profile doesn’t link directly to social media. But you can add your social media handles in the description or posts to guide guests there.