When travellers search for accommodation, the hotels displayed prominently on Google Maps often secure the most attention – and with that the most bookings. While hotels can’t directly pay Google for higher organic rankings, having an understanding of how Google chooses which hotel prices to highlight can help you strategically boost your hotel’s visibility. Here’s what you need to know, and how to optimise accordingly.
Your Google Business Profile
One of the simplest yet most effective ways to improve your hotel’s visibility is through your Google Business Profile. Google prioritises profiles that are thoroughly completed and regularly updated. Essential details include amenities, engaging images, accurate contact information, and clearly stated services.
“Businesses with complete and regularly updated Google Business Profiles are 2.7 times more likely to be considered reputable. For hoteliers, this means better visibility and more bookings from Google Maps searches.” (Source: Google)
Ensuring your profile is accurate and comprehensive increases Google’s confidence in your listing, making your hotel more likely to appear prominently on maps when travellers search nearby or specific amenities.
Competitive and Accurate Pricing
Google wants to offer travellers the most attractive options available, meaning hotels with competitive, up-to-date rates naturally receive more visibility. Regularly reviewing and updating your prices across all booking platforms, and ensuring consistency, signals reliability to Google.
“With 90% of online experiences starting on a search engine and most people not going past the first page, optimizing your Google Business Profile is crucial. An up-to-date profile and accurate prices ensure your hotel stands out, significantly boosting your booking potential.” (Source: Statscounter )
Furthermore, maintaining accuracy – especially including taxes and fees upfront – helps meet Google’s pricing accuracy standards, strengthening your property’s trustworthiness.
Google Hotel Ads
Google Hotel Ads is a specialised advertising platform designed specifically for hotel bookings. Hotels that participate have their rates featured clearly in search results and map listings, which significantly increases visibility to travellers actively planning trips.
“Considering that 63% of Google searchers are likely to click on a paid ad, leveraging Google Hotel Ads can result in a significantly high ROI. Every detail on your profile counts towards turning searches into bookings, making it crucial to optimize your ads effectively.” (Source: Clutch)
Recently, Google simplified how hotels can participate in Hotel Ads, focusing primarily on straightforward bid strategies like Cost-Per-Click (CPC) or Return on Ad Spend (ROAS). Although bidding methods have evolved, the core benefit remains unchanged: participation in Hotel Ads prominently showcases your hotel prices, making your property more visible to potential guests searching on Google Maps.
Matching Guest Expectations and Search Intent
Visibility also depends heavily on relevance. In other words, how closely your hotel aligns with travellers’ search criteria. Clearly highlighting amenities and features that match common searches, such as “spa facilities,” “pet-friendly accommodations,” or “family suites,” increases your chances of appearing prominently to targeted travelers.
Additionally, positive user ratings and reviews significantly impact your visibility. Google favors hotels with consistently good guest feedback, making reputation management essential. Actively encouraging happy guests to leave positive reviews and promptly addressing negative feedback helps boost your hotel’s online presence and ranking.
Bringing it All Together for Higher Visibility
While Google Hotel Ads can enhance your hotel’s visibility directly, most hotels’ success hinges on factors within their immediate control: a complete and appealing Google Business Profile, competitive and accurate pricing, and relevance to guest searches. By optimising these areas, your hotel not only improves its visibility in Google’s map results but also effectively attracts more travellers and drives increased bookings.
