Profile Basics

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The profile is claimed and verified · EssentialUntil it is, anyone can suggest edits that go live, and you cannot reply to reviews.

The hotel owns the profile, with at least two managersKeep primary ownership with the property, not an agency or a member of staff who might leave. Add your agency as a manager.

The name matches your signage, with no extra keywords · EssentialAdding “Luxury Spa Hotel London” to the name breaks Google’s guidelines and can get the profile suspended.

The primary category is right (Hotel, Resort hotel, Bed & breakfast…) · EssentialThe primary category decides which searches you appear in and which hotel features the profile gets.

The address and map pin are exact · EssentialA pin on the wrong entrance or street sends guests — and directions requests — to the wrong place.

The phone number reaches reservations or receptionCalls from the profile are bookings in progress. A central switchboard or a call centre abroad loses them.

The website link goes to your own site, tagged for trackingUntagged, profile visits are mixed in with ordinary search traffic and you cannot see what the profile earns.Build the link

Property Details

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The description says what makes you differentUp to 750 characters. Lead with location and what guests come for — not a list of room counts.

Check-in and check-out times are setGoogle shows them on the profile and in hotel search, and assistants quote them.

Hotel amenities are complete — pool, parking, Wi-Fi, breakfast, pets · EssentialGoogle filters hotel search by amenity. Leave one out and you disappear from “hotels with parking” or “pet-friendly hotels”.

Accessibility details are filled inStep-free entrances, accessible rooms and parking are filters guests search by, and are often left blank.

Sustainability practices are listedGoogle shows sustainability information on hotel profiles, and an eco-certified badge where you hold a recognised certification.

A restaurant, spa or bar open to the public has its own profileGoogle allows separate profiles for departments the public can use, each with its own hours, menu and reviews.

Photos

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Every room type has photos, including the bathroom · EssentialGuests compare rooms on Google before they reach your site. Missing types get filled by guest photos.

Exterior, lobby, dining, pool or spa and views are coveredThe profile’s photo tabs are organised by these. Gaps are filled with whatever guests upload.

Photos are current and added to through the yearFresh photos keep the profile active and replace outdated rooms, refurbishments and seasons.

Your own photos outweigh guest uploads at the topCheck what shows first in the gallery. Report guest photos that are misleading or not of the hotel.

Rates and Bookings

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Free booking links are on, showing your direct rate · EssentialSet up through Google Hotel Center or your booking engine. Without it, only OTAs appear in the prices on your own profile.

Your direct rate is the same as or better than the OTAs · EssentialGuests see every rate side by side. If yours is higher, the free link sends them to an OTA.

Rates and availability match what the booking engine chargesA price that changes at checkout erodes trust, and Google can suspend price feeds that are often wrong.

Reviews

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Guests are asked for a Google review after their stay · EssentialVolume and recency both count. A link in the post-stay email is the easiest win most hotels miss.

Every review gets a reply within a few daysFuture guests read the replies. Responding shows the hotel is listening — especially on the critical ones.

Negative reviews get a specific, personal replyAcknowledge the problem and what changed. A copied apology reads worse than no reply.

Consistency and Upkeep

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Name, address and phone match your website and OTA listingsGoogle and AI assistants cross-check these. Old phone numbers or former names on other sites cause doubt.

Your website has Hotel schema matching the profileStructured data on your site confirms the profile’s facts in a form search engines read directly.Generate hotel schema

Offers and news are posted regularly, where your profile allowsUpdates show on the profile and give guests a reason to click through to book direct.

Profile performance is reviewed every monthSearches, calls, direction requests and website clicks show what the profile is doing — and when something breaks.

0%Just getting startedProfile score, weighted by impact

Do Next

The profile is claimed and verified
The name matches your signage, with no extra keywords
The primary category is right (Hotel, Resort hotel, Bed & breakfast…)

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