How should a hotel group structure schema across multiple properties?
Short answer
A hotel group should mark up the brand once and each property on its own page. Use Organization on the group homepage for the company or brand, and a Hotel (or other lodging type) on each property page with that property's own name, address, phone, URL, coordinates, and details. Link properties to the brand where useful, keep every value consistent with the visible page and with each property's Business Profile, and avoid repeating every hotel's full markup on every page. One page, one property entity, is the simplest rule.
By Lodging Engine Editorial Team· Reviewed by Eric Zwanenburg· Last reviewed
Recommended structure
| Page | Markup |
|---|---|
| Group homepage | Organization (brand name, logo, URL, contact, sameAs profiles) |
| Property page | Hotel or another lodging type for that property only |
| Property sub-pages (rooms, offers) | Optional room markup; breadcrumbs |
| Destination listing page | Visible list of properties; no full hotel markup for each |
Property markup essentials
name: the property's real-world name.address,telephone,url(the property page),geo.checkinTime,checkoutTime, keyamenityFeaturevalues.- Optional: a reference to the brand, for example with
brandorparentOrganizationwhere it accurately describes the relationship.
Rules to follow
- Mark up only what's visible on that page (Google's general guidelines).
- One property entity per property page.
- Values consistent with each property's Business Profile. See local SEO for multiple properties.
Generate it from data
With many properties, generate markup from your central property data so changes in phone numbers or addresses update everywhere at once. See keeping schema in sync.
Common mistakes
- Every property's markup on the homepage.
- The group's phone number on every property.
- Properties that left the group still marked up.
Checklist
Organizationmarkup on the group homepage- One lodging entity per property page
- Property-specific contact and location values
- Generated from central property data
- Departed properties removed
Sources
- Local Business (LocalBusiness) Structured Data — Google Search Central
- General structured data guidelines — Google Search Central
- Hotel — Schema.org
- Guidelines for representing your business on Google — Google Business Profile Help