How do I fix duplicate Google Business Profile listings for my hotel?
Short answer
Duplicate Google Business Profiles happen when a hotel's listing is created more than once — by previous owners, agencies, guests, or after a name change or move. Google's guidelines say there should be only one profile per business, because duplicates cause problems with how your information displays. To fix them, find every listing for your property, keep and verify the correct one, then request removal of the others through Google's support or the Maps "suggest an edit" process, and make sure your website and listings point to the remaining profile.
By Lodging Engine Editorial Team· Reviewed by Eric Zwanenburg· Last reviewed
Why duplicates are a problem
- Reviews and photos are split across listings.
- Guests may see outdated phone numbers or names.
- Google may show the wrong listing for searches about your hotel.
- Google's guidelines say not to create more than one profile for each location.
Step 1: Find all listings
Search Google Maps for:
- Your current and previous hotel names.
- Your address, and your phone number.
- Common misspellings.
Note each listing's name, address, and whether it has reviews.
Step 2: Decide which listing to keep
Usually the listing that is verified, uses the correct name and address, and has the most genuine reviews. If you don't control it yet, claim it. See Google's help on adding or claiming a Business Profile.
Step 3: Deal with the others
- If you own a duplicate in your account: remove it, or ask Google support for help with merging where available.
- If you don't own it: use "Suggest an edit" in Google Maps to report it as a duplicate, or contact Business Profile support.
- If it's for a genuinely different entity (for example an on-site restaurant that operates as its own business), it may be allowed — check Google's guidelines.
Step 4: Prevent new duplicates
- Keep one owner account with managers added, rather than many separate accounts.
- Tell agencies and staff not to create new listings.
- Update the existing profile after a name change instead of creating a new one.
- Keep NAP consistent. See NAP consistency.
Common mistakes
- Creating a new profile instead of recovering access to the old one.
- Deleting the listing with the most reviews.
- Leaving duplicates "for visibility" — it backfires.
Checklist
- All listings found by name, address, and phone
- Correct listing claimed and verified
- Duplicates reported or removed
- Website links to the correct profile
- Access managed through one owner account
Sources
- Guidelines for representing your business on Google — Google Business Profile Help
- Add or claim your Business Profile — Google Business Profile Help
- Tips to improve your local ranking on Google — Google Business Profile Help