How to be a hotel supplier on Google

Millions of people around the world search for hotels and other lodging on Google every day. It’s important to provide Google with accurate information about your hotel, so that Google can help your potential customers make good travel decisions. To make the process easy, you can create your hotel account using self-service tools. The three steps are:

  1. Identify your hotel
  2. Share your rates
  3. Run ads (if you wish)

The first step is the most important. We need your help to make sure your business appears correctly on Google.

Sharing rates and running ads to promote your hotel is always optional, but it can help you drive more direct bookings and own your customer relationships. With Google Hotel Ads, you can display your availability and rates on Google Search, Maps, and other platforms. This allows you to engage prospective travelers who are already browsing lodging accommodation photos and reviews or searching for lodging in your area. Google connects with new and returning customers and sends them to your site to book directly.

Note: “Hotel” is used here generically to mean any kind of overnight lodging that might have a presence on Google. We recognize that there are many different types of accommodation. To learn more, see Google My Business categories below.

Identify Your Hotel

To build a relationship with any hotel, Google first needs to know that it actually exists, with enough information provided to help travelers locate and communicate with the hotel. Google also needs to verify that the correct owner or manager is authorized to maintain the hotel’s online presence.

Hotel information and management details are confirmed through Google My Business. It’s a free business profile that makes it clear who owns the business and can speak for it. A Google My Business account also allows you or someone you designate to curate your appearance on Google, receive key notifications from us, and respond to user reviews and photos.

Create an account and claim your business

If your business shows up on Google Maps, there’s a chance you’ve already signed up for a Google My Business account. If you have, you’ll see your account on the Google My Business page. If you don’t have an account associated with the hotel, then you can create one to claim your hotel. Learn more about how to claim your business

If you don’t have a Google My Business account, create one before you continue. See Sign up for Google My Business to get started.

Note: If you’ve purchased or taken over a hotel from another owner, you may need to request ownership of an existing Google My Business account that they set up. See more information on how to request ownership of a Business Profile. It’s also possible that an employee or consultant set up your hotel’s account and claimed the business on Google Maps. In that case, you can ask them to add you as a manager or co-owner of the account.

Check your hotel listing amenities, photos, and reviews

Content matters in your property listings. People often search Google for phrases like “El Paso hotels with a pool.” Travelers may use the amenity filters on Hotel Search to find hotels that are pet-friendly, have a fitness center, or offer free breakfast.

If you offer amenities like these, be sure to include them in your hotel content so that Google can share them with travelers. You can add and edit amenities in your Google My Business account.

Photos are also very important. You should have good-quality photos of all your room types, common areas, and other key features you want travelers to see. Be sure to remove any outdated photos that don’t accurately represent the current condition of your property.

For more details about how to manage your amenities, photos, and reviews, see the following pages:

Manage your hotel’s details explains how to update your amenities or correct your class rating
Engage with customers discusses how to reply to reviews, report inappropriate photos, and add a site manager for better engagement
Hotel amenities shows how hotel details are displayed and how you can edit certain attributes
Frequently asked questions for hotel owners has more answers on hotel photos, reviews, and amenities

Check your listing for duplicates (one hotel, one listing)

A hotel should appear exactly once in Google Maps. This can be trickier to keep straight over time than it sounds. Sometimes hotels change names or have relationships with nearby businesses, or well-meaning guests or employees may add duplicate listings to the map. Preventing duplicates is important because the listings for duplicate businesses won’t display the owner’s ads or curated content, and there may be confusion with reviews and photos.

If you think your hotel has more than one listing on Google Maps, follow the duplicate reporting process. If your hotel has been rebranded under new management and there are still listings on Google Maps for the old brand, report the old hotel name as permanently closed. Google will help you make sure that the correct listing appears for your hotel.

Franchises

Things typically work best when local business owners have site manager or manager access to their Google My Business account, while the corporate brand actually owns the listing.

Both the franchisees and the corporate office have useful information about the property, and this system allows both to contribute their strengths. The corporate owner can maintain a consistent brand identity across all locations, while the franchisee makes sure all the key local details are correct for interested travelers.

Franchisees who are not already site managers or managers should reach out to their corporate office to request that level of access. Corporations should make sure that they have ownership of 100% of their hotels on Google My Business. For the locations where the hotel listing is already claimed by a franchisee, the corporate owner should ask to be added as a co-owner. Locations that are unclaimed should be verified. For more information, see Request bulk verification for 10+ locations.

Hotel names

Make sure your hotel name is listed exactly as you want it to appear to travelers. The use of emojis or promotional names such as “The Best Hotel In Tokyo” are blocked to make sure that users aren’t confused or misled.

If you run a hotel chain (or own a hotel that is part of one), it’s best to use consistent brand conventions across all locations and languages. Be sure to:

  • Include the name of the brand in every location that is part of the brand.
  • Use exactly the same brand name in all locations.
  • Use the same naming template for all properties. For example, if the name is “Acme Hotel San Jose Airport” for one location, don’t switch to “Cancun Airport Acme Hotel” for another.

Branding consistency makes it easier for Google to detect the chain relationship and share locations with travelers who want to stay with that chain.

Contact information

 
Your hotel listing should have your up-to-date website URL and phone number. These two vital pieces of data help users find and contact you, and they help us make sure that Hotel Ads and Google reviews appear correctly with your property. Double-check your Google My Business listing to make sure that your current URL and phone number are correct.

Temporary closures

Hotels can sometimes be subject to temporary closures. For example, a ski lodge may be open in the winter but not the summer. A hotel may close for three months for renovations, or in a less fortunate scenario, be shut down for repairs after a natural disaster.

In any such case, you can sign in to Google My Business and mark your location temporarily closed. Your information will be updated for users of Google Maps and Search. Google will continue to show your location; it will simply be marked temporarily closed until you inform us that you’re open again.

Google My Business categories

Your Google My Business account asks you to match your hotel to the appropriate category, such as Resort Hotel or Campground. Picking the right category is one of the best ways to help the right travelers find your hotel. Hotels that haven’t been assigned a lodging category may not show up properly, or even not show up at all, in Hotel Search results.

In some cases, a hotel can match more than one category. For example, the same business might offer both camping cabins and a hotel, or both a motel and a bed and breakfast. For more information on businesses related to your hotel, see Related businesses. However, resist the urge to put your hotel in as many categories as possible, hoping that more people will find you that way. Our experience has been that this has the opposite effect: if your business is not what people expect, this will confuse and frustrate travelers. If you’re running ads, you might waste time talking to customers who really aren’t interested in what you have to offer.

See About Google Maps categories for hotels and lodging businesses for a full list of the lodging categories. Please make sure at least one of these categories is assigned to your business. To learn how to assign a category to your hotel, or change your existing one, see Choose a business category.

Google Maps location

The more precisely you identify the location of your front door, the more customers Google can send through it. The geographic pin for your establishment should, as much as possible, be set to the exact latitude and longitude for your front entrance. If your property covers a large area, as with a golf or ski resort, then provide the coordinates for the front entrance of the primary building.

Give the exact street address as well, including the street name and number, municipality, administrative region, and country. If your establishment has no street name or number, give us the details that you give to the postal or shipping companies when they make deliveries to your business.

You may think the location of your hotel is obvious, but there are plenty of variables (such as other hotels and towns with similar names) that can confuse our system and the travelers who use it. The accurate location data you provide will ensure that your ads and user reviews appear for your property just as they should.

Your establishment must be in a supported country or region. Make sure to use the appropriate two-letter code for the country or region where your business is located. For example, if your hotel is frequently used by visitors who go to Vatican City, but is physically located in Rome, Italy, then specify Italy as the location of your hotel.

Related businesses

If a public restaurant, golf course, or other business is affiliated with your hotel, see the guidelines below on how to list it.
  1. If the business is open to customers who aren’t staying at your establishment, then it should have a separate Google My Business listing. For instance, if you own a hotel with a spa that is available to guests but also takes appointments from the general public, the spa should have a separate listing on Google My Business and Google Maps. This is true even if it shares the same address with your hotel.
  2. If the business is not open to the general public, then it shouldn’t have it’s own listing. For example, a restaurant or tennis center that serves only your overnight guests should not have a separate listing.
  3. Different hotels within the same resort should have separate listings only if each hotel has its own rate plan. Two buildings that are part of the same hotel do not need separate listings.

Sometimes, it may not be practical to have separate listings for related businesses, such as for a rustic inn where the lodging and restaurant share a name and common space. In that case, make sure that your single Google My Business listing has the appropriate lodging category, and also any other relevant categories.

In almost all cases, separate listings are the better idea. This helps users attach reviews and photos to the right business. Each business can take part in the best ad programs for their category: Hotel Ads for Lodgings, Reserve with Google for a restaurant, and so on. Lastly, separate listings let the public know that they’re welcome in these related businesses even if they’re not overnight guests.

Share your rates

Nightly rates are of vital interest to every traveler. Your hotel can be displayed without prices on Google Maps and Search, but you’ll be more attractive to travelers if you show them via Hotel Ads what it will cost to book with you directly.

A price feed is the way that hotels share their nightly rates and availability with Google. The price feed includes your hotel’s rates, available rooms, and related information for the weeks and months to come. That price data is updated regularly and inserted into your listings automatically, so users will see the right rates for all your available dates. The more itineraries you cover, the more travelers your ads can reach.

Price feeds are technical, so nearly all small and medium-sized hotels work with a technology partner to create one for them. We recommend it - It’s much easier than trying to build your own.

Price feeds with a partner

If you have a central reservation system (CRS), internet booking engine, or channel manager, talk with them. Chances are good that they have an existing relationship with Google and can set up your price feed for you.

If they aren’t already partnering with Google, consider asking them to make the connection; we continue to add new providers and partners each year. If you have no tech provider and make all your reservations manually, you may want to look into the benefits one could provide. Consider reaching out to one of our recommended partners to learn what they can do for you.

Price feeds on your own

Many of Google’s largest hotel partners also use technology providers. But if you’d like to create and maintain your own feed, here are some tips. It’s best to talk with your technical team to see what’s right for you.

Set up the price feed

We prefer that you give us rates for a 330x30 window. That means rates for all check-in dates over the next 330 days, and for all lengths of stay from 1 to 30 days for each of those check-in dates.The best non-commissionable web rate should be featured.

This data helps Google create ads for all the itineraries a typical user is looking for. It also means Google can give you the best chance of reaching every possible customer with the most accurate message.

When you’re ready to set up your price feed, visit Get Your Hotel on Google. It shows how to create feeds in Hotel Center, and then connect them to Hotel Ads campaigns on Google Ads.

Set up a hotel list feed

Along with your price feed, you’ll need to create a hotel list feed that gives Google the basic information about your property (or properties, if you have more than one). Again, a technology partner can set this up for you.

Note: If you choose to set up your own data feed, you’ll want to review the data guidelines in our Hotel List Feed XML Reference.

Be sure to include every hotel you own, and no other hotels, in your inventory feed. A complete inventory feed will help Google be confident that the hotels exist and are part of your group. It will also help avoid confusion if a user searches for your chain or for one of your hotels that you haven't included in your feed. If your feed entries are incomplete or are matched incorrectly for some of your hotels, your ads won’t show for those hotels.

Note: A single feed for a hotel business group can encompass multiple brands.

Include only your own knowledge about your hotels. Don’t repeat data you see on Google Maps or elsewhere online. Also make sure that every property in your feed is matched to the right place in Google Maps. This will help Google make sure that your ads, the ads of online travel agents, and your own Google Maps listings all send travelers to the right spot.

Report data errors from other providers

When displaying your hotel to travelers, Google may offer prices from many providers, including online travel agencies.

Prices from all our providers are typically accurate, but as with any complex system, errors can happen. Price or other details for a location may be wrong, or a link can point to the wrong destination.

If you find a problem like this, the best step is to report it directly to your contacts at the provider and ask them to fix the error. If that fails, or if you don’t do business with the provider, contact Google My Business support.

Run Hotel Ads

Hotel Ads are one of many options in Google Ads, and are designed especially for the needs of hoteliers. They let you choose the travelers you want to reach, create your own ads, and get your message directly to travelers.

Listing a hotel in your data feed doesn’t cost anything. There’s also no obligation to run ads for your hotel. How you choose to advertise will depend on your business size, budget, and your market.

Hotel ads are designed to reach travelers who are actively looking for a hotel now, exploring travel destinations, or may be looking for a hotel in the future. Travelers will see your hotel name, price, and text callouts to highlight the unique benefits of booking through your site. Learn more about how travelers find Hotel Ads

Where Hotel Ads appear

After a traveler selects a specific hotel on Google Search, Google Maps, or Google Assistant, they'll see up-to-date prices and a link to book that hotel for the dates and number of guests they select. Hotel ads appear globally and can be displayed in every major language and currency, with a few restrictions. Learn more about hotel campaigns in Google Ads

Link your price feed to your Google Ads account

To run Google Ads for your hotel, you’ll first need to connect your hotel price feed to your Google Ads account.

Hotel inventory is different from most other advertising products in that prices and availability can change depending on the day, time of day, occupancy, and other factors. When you link your Hotel Center account to your Google Ads account, you can share information between the two platforms. That way you can display your latest daily rates automatically in your ads. A price feed also allows Google to do things like check to see if you have availability for a given night before running an ad.

If you don’t already have a Google Ads account, see Create a Google Ads account: How to sign up. Once you have a Google Ads account, follow these steps to link Hotel Center and Google Ads.

Related links

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