How do I optimize my hotel's Google Business Profile?
Short answer
To optimize your hotel's Google Business Profile, make sure it's claimed and verified, then complete every relevant field accurately: your exact business name, address, phone number, website link, category, hotel attributes and amenities, check-in and check-out times, and high-quality photos. Keep it updated as things change, and respond to reviews thoughtfully. Google says local results are based mainly on relevance, distance, and prominence — and that you can't pay for a better local ranking — so accuracy, completeness, and genuine reputation are what you control.
By Lodging Engine Editorial Team· Reviewed by Eric Zwanenburg· Last reviewed
Why it matters for hotels
Your Business Profile often appears for searches of your hotel's name and in map results for nearby or destination searches. For many travellers it's the first place they see your photos, reviews, and contact details — and it's a source answer engines may use.
Step 1: Claim and verify
Search for your hotel on Google Maps. If a profile exists, claim it; if not, create one. Complete verification. If you find duplicate listings, resolve them — see fixing duplicate listings.
Step 2: Get the core details exactly right
- Name: your real-world name as shown on signage and your website — no added keywords.
- Address: precise and consistent with your website.
- Phone: a number that reaches reception.
- Website: your homepage (or the property page for groups).
- Category: the most accurate hotel-type category.
Step 3: Complete hotel-specific information
Fill in available attributes such as amenities, accessibility, pet policy, parking, and check-in/out times. Only add attributes that are true.
Step 4: Use photos well
Show what guests actually experience: exterior and entrance (helps arrival), each room type, bathrooms, breakfast, common areas, and views. Keep photos current and avoid heavily edited images that misrepresent the property.
Step 5: Manage reviews
Respond to reviews regularly, thank guests specifically, and address issues calmly with concrete information. Never offer incentives for positive reviews. See responding to Google reviews.
Step 6: Keep it current
Update the profile when anything changes: seasonal closures, renovations, new amenities, phone numbers. Outdated information frustrates guests and can be repeated by other systems.
How it connects to your website
Google's prominence factor includes how well-known a business is, which is informed in part by information across the web. Keep your website's contact details and descriptions consistent with the profile, and link from the profile to your website.
Common mistakes
- Adding keywords to the business name.
- Leaving attributes and hours incomplete.
- Old photos from before a renovation.
- Ignoring reviews, or replying with templates.
- Multiple profiles for the same property.
Checklist
- Profile claimed and verified
- Name, address, phone match the website exactly
- Accurate primary category
- Attributes, amenities, and check-in/out times completed
- Current photos of rooms, exterior, and common areas
- Reviews answered regularly
- Review of profile accuracy scheduled quarterly
Sources
- Tips to improve your local ranking on Google — Google Business Profile Help