Which directories and citations matter for hotels?
Short answer
For hotels, the listings that matter most are the ones travellers and systems actually use: your Google Business Profile, the main OTAs and metasearch sites you work with, major review platforms, your regional and national tourism boards, and relevant local or industry associations. Accuracy and consistency across these matter far more than being in hundreds of directories. Low-quality directory submissions offer little value, and Google's spam policies list low-quality directory links among link spam. Keep a list of where you're listed and check it regularly.
By Lodging Engine Editorial Team· Reviewed by Eric Zwanenburg· Last reviewed
The listings that matter most
- Google Business Profile — central to Maps and local results.
- OTAs and metasearch you use — high-traffic descriptions of your property.
- Review platforms travellers in your markets use.
- Tourism boards — official destination and accommodation listings.
- Local and industry associations — chambers of commerce, regional hospitality groups.
- Maps and navigation apps popular in your markets.
What "citation" means
A citation is any mention of your hotel's name, address, and phone number on another site. Consistent citations help guests and systems connect information to your property. See NAP consistency.
Quality over quantity
- A few accurate, high-visibility listings beat many obscure ones.
- Paid "submit to 500 directories" services usually create unmanaged listings that go out of date.
- Google's spam policies include low-quality directory or bookmark site links as an example of link spam.
Keep a listings register
Track for each listing: platform, URL, login owner, last checked, and what to update when things change.
When details change
After a move, rebrand, or new phone number, update in order of impact: website, Business Profile, OTAs, tourism boards, review platforms, associations. See handling a name change.
Common mistakes
- Buying bulk directory submissions.
- Forgetting tourism board listings.
- Listings created by former staff with no access.
Checklist
- Main listings identified
- Listings register with owners
- NAP consistent across all of them
- Tourism board listing current
- No bulk directory packages
Sources
- Guidelines for representing your business on Google — Google Business Profile Help
- Tips to improve your local ranking on Google — Google Business Profile Help
- Spam policies for Google web search — Google Search Central