What is Google Hotel Center and how does it relate to my listing?
Short answer
Google Hotel Center is the platform hotels and booking partners use to send Google information about their properties and prices, so that rates can appear in Google's hotel booking module through free booking links and paid hotel campaigns. It's separate from your Google Business Profile, which manages your listing's details, photos, and reviews — but the two connect: each property in Hotel Center must be matched to the correct Google Maps location. Many independent hotels don't manage Hotel Center themselves; their booking engine or integration partner does it for them.
By Lodging Engine Editorial Team· Reviewed by Eric Zwanenburg· Last reviewed
Hotel Center vs Business Profile
| Business Profile | Hotel Center | |
|---|---|---|
| Purpose | Your listing: name, address, photos, attributes, reviews | Prices and booking links for your property on Google |
| Who manages | The hotel | The hotel, a booking engine, or an integration partner |
| Shows | Maps and Search listing details | Rates in the booking module (free links and ads) |
How properties are matched
Hotel Center uses a property list (names, addresses, attributes). Each property must be matched to a Google Maps location. Google advises reviewing match status and fixing issues; if a property can't be found on Maps, it needs a Business Profile. Accurate Business Profile details make matching easier.
Prices and booking links
- Free booking links: no cost per click, ranked on signals including value, landing page experience, and price accuracy. See Google free booking links.
- Hotel campaigns: paid ads shown alongside hotel search results, using a price feed and landing pages.
Google recommends working with an integration partner for price feeds.
Do you need your own Hotel Center account?
Often not. Ask your booking engine or channel manager:
- Do you connect our rates to Google?
- Are free booking links active for our property?
- Who can see the reports?
Common mistakes
- Assuming the Business Profile alone shows your rates.
- Unmatched properties after a name or address change.
- Price mismatches between Google and the booking page.
Checklist
- Asked provider about Hotel Center connection
- Property matched to the right Maps location
- Free booking links confirmed
- Price accuracy checked
- Access to performance reports arranged
Sources
- About hotel free booking links — Google Hotel Center Help
- Best practices for your hotel property listing — Google Hotel Center Help
- How to get started with hotel campaigns — Google Hotel Center Help
- Tips to improve your local ranking on Google — Google Business Profile Help