The Small & Medium Hotelier’s Guide To Google Hotel Finder

Every day, millions of travelers search for hotels on Google. They compare prices, check locations, and read reviews before making a choice. If you’ve ever used Google to find a hotel, you’ve likely seen something like this:

But with so many options, how can small and medium-sized hotels stand out?

Google Hotel Finder helps independent hotels compete with larger brands and online travel agencies (OTAs). Instead of relying on third-party platforms, hotels can appear directly in search results, giving travelers a quick way to book. This means fewer commissions paid to OTAs and more direct reservations.

For smaller and medium-sized hotels, this increases visibility, attracts more guests, and simplifies the booking process. Hotels that use Google’s platform effectively can connect with travelers right when they’re ready to book.

Having said that, this guide will explain how Google Hotel Finder works, how to list your property, and how to use it to drive more bookings.

What is Google Hotel Finder?

Google Hotel Finder, also known as Google Hotels or Google Hotel Search, is a powerful metasearch engine integrated into Google’s Travel Suite. It aggregates accommodation options from multiple sources, giving travelers a comprehensive, easy-to-read list of hotels that match their search criteria. It’s designed to help independent hotels, boutique inns, and smaller hotel chains directly compete with larger, well-established brands.  

Beyond hotel bookings, Google’s Travel suite includes:

• Google Flights for comparing airfares from different airlines
• Vacation Rentals for exploring alternative lodging options
• Google Explore, which helps travelers discover destinations, attractions, and places to stay

When someone searches for a hotel in your city, Google Hotel Finder displays your property alongside others, highlighting key details such as pricing, location, and guest ratings. It’s an incredible tool that puts smaller properties front and center at a critical moment in the booking process.

Here’s how it works:

• Search for hotels: Travelers enter specific search terms such as “hotels in Miami” or “budget hotels near Yellowstone National Park“
• Review results: Google displays a list of hotels based on the search query, including vital information such as price per night, location, and guest reviews. This data is collected from various hotel websites and OTAs
• Refine search: Travelers can narrow down their options by using filters. They can sort results by price, amenities, hotel ratings, and more, which helps them find the best fit for their needs
• View hotel details: Once travelers find a hotel they like, they can click on it to view more detailed information, including photos, guest reviews, check-in policies, and available amenities
• Booking options: After reviewing a hotel’s details, guests can choose to book directly through the hotel’s website or through one of the listed booking platforms. Google even tracks real-time availability to ensure the process is smooth

For example, a couple searching for “romantic hotels in Santa Barbara” might come across your boutique hotel listing. With filters like price and amenities, they can narrow their choices to your property, where they can learn more about the cozy rooms and personalized service you offer before booking directly through your website.

Search filter examples on Google Hotel Finder

How Google Hotel Finder impacts small & medium hotels

As a smaller hotel, competing with big-name hotel chains and OTAs can be tough. Google Hotel Finder helps you get in front of travelers at the perfect moment — when they’re actively looking to book. 

Leveling the playing field against OTAs

OTAs are often the first place travelers go when looking for accommodations. However, they charge hefty commission fees, which eat into a hotel’s profits. 

Google Hotel Finder changes this dynamic by allowing independent hotels to be seen alongside larger chains. 

When your hotel appears in Google’s search results, it eliminates the middleman and opens the door for direct bookings. This helps level the playing field by giving small hotels a direct channel to travelers, bypassing the OTAs altogether and keeping more revenue in your pocket.

Helping guests find direct booking options

With Google Hotel Finder, your hotel can connect directly with guests. By showing your property’s key details — like pricing, amenities, and location — and providing links for direct bookings, Google enables guests to reserve a room on their own terms. 

It’s a win for both the hotelier and the guest. Travelers have a more seamless experience, while small hotels can build stronger relationships with their guests, offering personalized services and exclusive deals.

Google’s role in hotel search visibility

With Google controlling almost 89.62% of the global search engine market share, millions of potential guests use it to search for hotels every day. For small and medium-sized hotels, this means an enormous opportunity to get noticed right when travelers are ready to book.

As your hotels appear in the search results directly, your hotel gains exposure to an audience actively searching for accommodations. This increased visibility makes it easier for small hotels to compete with larger brands and OTAs.

How to list my hotel on Google Hotel Finder

If you’re a hotelier asking, “How do I add my hotel to Google Hotel Finder?”, you’re not alone. The process is simple and involves a few important steps to ensure your hotel is properly listed and optimized for visibility.

Step 1: Set up a Google Business Profile

A Google Business Profile is a free tool that helps Google users find your hotel and interact with it. By creating and verifying this profile, you manage your hotel’s appearance on Google, receive notifications, and engage with guest reviews. 

Here’s how to set it up:

• Begin by signing into your existing Google Account or creating one if you don’t already have one.

 

Sign up and verify your hotel using a Business Profile

• Go to Google Maps and use one of these methods to add your hotel:

• Enter your hotel’s address in the search bar and click “Add your business”
• Right-click on the map and select “Add your business”
• Click the three-line icon in the top left corner and choose “Add your business” from the sidebar menu

• Type the name of your hotel and select “Create a business with this name.” If your hotel has already been listed in Google Maps, you’ll see it as an option in the dropdown. You can then select it, rather than creating a new listing
• Pick a category that best describes your hotel (e.g., hotel, boutique hotel, or motel). Click “Next” to continue. If your property is a specialized type, such as a hostel, you can create a more specific category
• Follow the on-screen prompts to finish creating your Business Profile. You’ll need to provide some basic information such as your address, phone number, and website
• Google requires verification to ensure your business details are accurate. Google offers various verification methods (phone, email, or mail)
• After verification, you’ll be the primary owner of the profile. You can add other users, assign them roles like managers, and transfer primary ownership to someone else if needed

Step 2: Manage your hotel’s details

After verifying your hotel’s Business Profile, you can begin customizing it to ensure that customers have all the necessary details. In the “Hotel details” section, make sure to add key information such as:

• Hotel description
• Contact details
• List of amenities and services
• High-quality photos of the property

 

Fill in the details about your hotel

Additionally, you can specify “located in” relationships. For example, if your hotel has a spa or restaurant, you can link those services directly to your profile. This helps guests know exactly what your hotel offers.

Google also gives you the option to highlight your hotel’s sustainability practices. As more consumers seek eco-friendly options, showcasing your environmental initiatives can attract travelers who are mindful of their carbon footprint.

Once your Business Profile is filled out, your hotel will be visible on Google Maps and Google Search. Running Google Hotel Ads gives your property an extra push. You control the budget, targeting, and pricing, so you attract the right travelers without relying on OTAs.

Step 3: Use a certified integration partner or a hotel website builder to sync rates

To display accurate prices and availability on Google Hotel Finder, you need to share this information with Google. There are two main ways to do this:

• You can work with a certified integration partner to sync your hotel’s pricing and availability in real time. These partners often provide tools like central reservation systems (CRSs), property management systems (PMS), channel managers (CMs), and booking engines. These systems connect your hotel’s pricing and availability to Google, automatically updating everything
• Alternatively, you can use a hotel website builder that offers direct integration with Google. These platforms allow you to input rates and availability manually or sync them with third-party systems

As a channel management software, innQuest’s StayFull™ allows hotels to set up Google Hotel Ads directly from within the system. This connection helps your hotel appear prominently in Google Hotel Finder, Google Search, and Google Maps, providing an efficient way to reach potential guests actively searching for accommodations.

In addition, StayFull™ links your hotels to other meta searches so that the rates and availability are constantly updated across these platforms. 

How to get listed on Google Hotel Finder for free

Getting your hotel on Google Hotel Finder doesn’t have to cost a dime. Free booking links let travelers book directly through your website without paying commissions to third-party platforms. 

To get the most out of your listing, you’ll need to understand how free placement works and how to keep your rates and availability accurate.

Understanding free booking links vs. paid ads

Understanding the difference between free booking links and paid ads on Google Hotel Finder is crucial for small and medium-sized hoteliers who want to maximize visibility without overspending. 

When you set up and verify your hotel’s Google Business Profile, your property can appear with a direct booking link for free. This is especially beneficial for smaller hotels that may not have large advertising budgets but still want to be seen alongside larger hotel brands.

Maximize bookings with paid ads

On the other hand, paid ads allow hotels to bid for a prominent spot in search results. However, bidding for keywords requires a budget, meaning you will only pay when a traveler clicks on your ad. 

While this can increase visibility, it’s important to weigh the cost against the potential revenue. Paid ads should be used strategically to complement your free booking link, ensuring you have a balanced approach to attracting guests.

How to optimize for free placement

Now that you know the difference between free and paid options, let’s see how to maximize free placement on Google Hotel Finder. Here are a few ways you can ensure your hotel gets noticed:

• Complete your Google Business profile: This is where it all starts. If your hotel isn’t fully listed and verified on Google, it won’t appear in search results 
• Eye-catching photos: You may not have a big budget for professional photos, but trust us, great visuals matter! Show off your unique features—whether it’s the cozy ambiance of your lobby or that stunning view from the rooftop
• Get your story out:  What makes your hotel special? Maybe it’s your family-owned charm or the personalized service you provide. Whatever it is, tell your story in your description. Make sure your content is informative and authentic
• Encourage guest reviews: Reviews matter—big time. Google ranks listings based on how many reviews you have and how positive they are. Respond to good and bad reviews and show that you care about your guests’ experience. A simple thank-you note goes a long way
• Stay active and update regularly: Google loves fresh content. Keeping your hotel profile updated with new images, descriptions, and services tells Google that you’re an active property

Ensuring accurate room rates, availability, and descriptions

One of the most important things for small and medium-sized hoteliers to remember is the importance of accurate rates and availability. 

Imagine a guest browsing for a room, seeing a great price, but when they go to book, the price is suddenly higher. Frustrating, right?

To avoid this, keep your room rates updated across all platforms. As mentioned earlier, a property management system or channel manager can help keep everything in sync in real time so your rates stay accurate.

Similarly, showing rooms as available when they’re not can lead to disappointed guests. Syncing your availability ensures potential guests only see what’s truly open. Finally, take the time to craft honest, detailed room descriptions that highlight your unique features, amenities, and special touches. Clear, accurate descriptions build trust and make guests confident about booking with you.

Google hotel ads vs. free Google Hotel Finder listings

Getting your hotel in front of potential guests on Google is a must, but should you pay for Google Hotel Ads, or can you rely on free booking links? 

The answer depends on your goals, budget, and competition. Let’s break it down.

Differences between paid and free listings

With free Google Hotel Finder listings, your hotel can show up in search results and Google Maps without paying for clicks or commissions. These listings display your direct website rates alongside third-party platforms like Expedia or Booking.com. 

If your pricing is competitive, travelers are more likely to book directly with you—saving you from hefty OTA fees. Free listings are great for organic visibility, but they compete with paid ads. That’s where Google Hotel Ads come in.

When to invest in Google Hotel Ads for better visibility

If your hotel is in a bustling area, paid Hotel Ads can push your property to the top of search results, giving you an edge over OTAs and local competitors. With pay-per-click or commission-based pricing, you can control how much you spend.

Invest in Google Hotel Ads when:

• Your free listing isn’t bringing in enough direct bookings
• You want to appear above OTAs instead of competing below them
• You’re running special promotions or targeting specific travelers

How small hotels can use both effectively

For small hotels, the key is knowing when to invest in Google Hotel Ads. If you’re in a highly competitive market or trying to boost bookings during a specific time (like a busy holiday season), paid ads can give you the extra visibility needed to capture attention. 

However, using both free listings and Google Hotel Ads together can be a smart strategy. Free listings can help you build a foundation, while paid ads give you the edge when you need it most. It’s all about balancing both options to drive more traffic and conversions without overspending.

Best practices to drive more bookings through Google Hotel Finder

Getting listed on Google Hotel Finder is just the first step—now, you need to stand out and turn searches into bookings. The good news is that a few smart strategies can help you attract more guests, increase direct reservations, and reduce dependency on OTAs.

Here’s how small and medium-sized hoteliers can make the most of this powerful tool.

Offering exclusive deals on direct bookings

When travelers compare prices, they often see your rates listed alongside OTAs like Booking.com and Expedia. If your direct booking rate is the same (or higher), why would they book through you? Give them a reason.

Plus, who doesn’t love a good deal? Here’s what you can do as a small or medium hotelier:

• Offer a discount, free breakfast, late checkout, or an upgrade when booking directly
• Highlight these perks in your Google Business Profile and website
• Use free booking links to direct guests straight to your site—no commissions 

Remember, even a 5% price difference or a small incentive can drive more direct bookings.

Syncing real-time availability with a hotel website builder

No one wants to see a “sold out” sign after trying to find your hotel. To avoid this, connect your hotel website builder or booking engine to Google for real-time updates. Make sure your availability is up-to-date across all platforms—especially your hotel’s website. 

That’s where integrating your website with a comprehensive hotel management software like innQuest comes into play. With our powerful booking engine, WebBook™, you regain control over your direct bookings, bypassing those pesky OTA commission fees. WebBook™ has a sleek, modern design that encourages guests to book directly on your site, creating a seamless experience.

This fully customizable engine works smoothly with our roomMaster™ Hotel Management Software, providing the best tools to manage rates, availability, and reservations effortlessly. 

Plus, with automatic rate and inventory updates, your guests will always see the most current information, ensuring no more disappointment with outdated availability. You can even offer rate comparisons to help boost conversions, while the mobile-friendly design ensures you’re capturing the attention of guests on the go.

Tracking performance and adjusting strategies

Once your listings are live, the next step is to track your performance. Google Hotel Finder provides valuable insights into how your property is performing, such as the number of clicks, views, and bookings you’re generating. Use this data to pinpoint what’s working and where you might need to make adjustments. 

Are your room rates too high or too low? Is there a promotional offer that could use a little more visibility? Staying flexible and responsive to these insights allows you to continuously optimize your strategy.

For even deeper analysis, WebBook™ integrates seamlessly with Google Analytics, giving you detailed performance tracking for your booking pages. This helps you understand how your marketing campaigns perform and which offers drive the most conversions. 

Additionally, WebBook™ gives you insights into how guests interact with your booking engine, helping you make adjustments to improve the user experience.

Common mistakes hotels make & how to avoid them

Getting listed on Google Hotel Finder is a great start, but if you’re not careful, small mistakes can cost you bookings. 

Here are some of the most common missteps hotels make:

• Incorrect pricing and outdated information: Nothing frustrates travelers more than seeing a price on Google, clicking to book, and finding a different rate on your website. Mismatched pricing leads to lost trust, lower rankings, and fewer direct bookings
• Ignoring guest reviews and ratings: Your reviews aren’t just feedback—they’re a powerful booking tool. A hotel with a high rating and active engagement will always look more appealing than one with unanswered complaints
• Not leveraging Google’s free tools for hotels: Don’t rely solely on paid ads—optimize your Google Business Profile and use free listings. Add accurate hotel details, photos, and a direct booking link to increase visibility

Get direct Google Hotel Finder bookings with  innQuest hotel booking engine

Small and medium-sized hotels are always looking for ways to maximize visibility in a crowded market, and with Google Hotel Finder, there’s a golden opportunity to do just that. The platform offers an excellent way to increase visibility and attract guests when they’re ready to book. 

But how can you ensure you’re making the most of this tool?

innQuest takes the stress out of managing bookings with its WebBook™ hotel booking engine. It syncs smoothly with Google Hotel Finder, keeps your availability consistent across all platforms, and lets you control your online presence, turning more lookers into bookers directly on your website.

So, what are you waiting for? Book a free demo today to get started!

FAQs

What is Google Hotel Finder, and how does it work?

Google Hotel Finder helps travelers search, compare, and book hotels by showing accurate rates, availability, and locations directly in Google search results.

How to get listed on Google Hotel Finder?

To list your hotel on Google Hotel Finder, create and verify your Google Business Profile. Then, sync your rates and availability through a property management system or channel manager to ensure your listing is accurate and current. Once these steps are completed, your hotel will appear on Google Hotel Finder.

How can I get my hotel listed on Google Hotel Finder for free?

Set up and verify your Google Business Profile, then sync your rates and availability without needing paid ads to appear in search results.

What’s the difference between Google Hotel Ads and free Google Hotel Finder listings?

Free listings show your hotel based on availability and rates, while Google Hotel Ads are paid ads that give you greater control and visibility in search results.

How do I optimize my hotel’s ranking on Google Hotel Finder?

To optimize your ranking on Google Hotel Finder, ensure your room rates, availability, and descriptions are accurate and up-to-date. Provide high-quality images, highlight key amenities, and encourage guest reviews. Regularly track your performance and adjust your strategy based on data from Google Analytics to improve visibility and bookings.