Using Google is slightly different for accommodation and tour operators. Here's an introduction to how it all works by Dante St James.

1. Help your next
guest find you with

2. Get started with
Google My Business
for hotels

3. Location information such as phone number,
amenity offerings, and website
Respond to customer reviews
Post high quality photos
Create ads to boost your business’ online
presence
It's your business' profile on Google where you
control your own:

4. Website
Directions
Phone number
Customer reviews
Photos
The knowledge panel displays information for
your hotel, which includes:

5. Verify and claim your business
To manage your hotel’s business information, you
must verify your hotel’s listing at business.google.com

6. Claim a Listing
Haven't claimed your profile yet? You can claim an
unclaimed listing with your business name & location.

7. You make a minor name change to a hotel.
You have multiple locations and the business
name changes.
If your hotel changes business name but a
location hasn’t rebranded or isn’t eligible for a
rebrand, you can close the old location and
create a new one.
Rebranding or Change of Name?
Your business may be eligible for rebranding if:

8. Replying to customer reviews.
Adding photos and videos to showcase your
services to customers.
Answer questions about your hotel through
a Q&A.
Chatting directly with your customers via the
Google My Business app.
Build better experiences for
guests by:

9. Be a good guest engager
Replying to customer reviews.
Adding photos and videos to
showcase your services to
customers.
Answer questions about your
hotel through a Q&A.
Chatting directly with your
customers via the Google My
Business app.

10. Manage your hotel's details
Update hotel amenities
Edit your attributes (from a
computer)
Keep Hotel highlights up to
date like "free Wifi" and "Pet
Friendly"
Class rating (allocated by
Google based on ratings
elsewhere)

11. Manage your hotel's details
Business hours (across all
seasons)
Businesses inside your hotel
(like restaurants and bars)

12. Drive bookings with
Hotel Ads

13. Show up for interested travellers
Google Hotel Ads display your
hotel availability and rates on
Google Search, Maps, and the
Assistant.

14. Speed up and slow down your
bookings by adjusting your room
rates on Hotel Center
Pay only when travellers select
your room rate. You can set a
risk-free commission rate or
manage rates, room types,
and availability you would like
to share on Google.

15. Use Channel Managers to control
your rates on Google Hotels

16. Use Google Hotel Ads to only
promote what you've got available

17. To advertise on Google you need:
A hotel list feed (the hotels you
want to advertise)
A price feed (an up-to-date set of
prices for different itineraries),
A point-of-sale configuration
(landing pages that users arrive at
when clicking on your ads)

18. Commissions (pay-per-booking): You pay only
when a traveler books your hotel, depending
on the payment model you choose.
You can either bid when someone completes a
booking or when they click on your ad:
Bidding with Hotel Campaigns

19. Commissions (pay-per-booking): You pay only
when a traveler books your hotel, depending
on the payment model you choose.
You can either bid when someone completes a
booking or when they click on your ad:
Bidding with Hotel Campaigns

20. Max CPC bid (fixed or percent):
You pay when a traveler clicks on
your ad.
Enhanced CPC: Automates bid
adjustments for a Max CPC bidding
strategy.
Bidding with Hotel Campaigns

21. relevance, distance, and prominence
you can't buy or request a better ranking
quality of information about your hotel could
affect your ranking
How does Google determine rankings in hotel
search results? How can I improve my ranking?
Frequently Asked Questions

22. Google Maps Streetview and 360
Google users
Professional photographers
Hotel owners
3rd party providers including other Hotel Ads
advertisers (and aggregators)
Where do the photos of my hotel come from?
Frequently Asked Questions

23. Reach out to the partner directly to get the
review corrected on the original site. After the
partner has published the corrected review, it
will be reflected on Google.
How do I report an issue with a review for my
hotel that's displayed on Google, but attributed
to a 3rd party source (e.g. Trip Advisor)?
Frequently Asked Questions

24. When guests check out, invite them to leave a
review on Google.
Consider creating a short link or Quick
Response (QR) code that links to your review
page.
After check out, follow up with a quick survey
or link to your review page.
How do I get more reviews on Google?
Frequently Asked Questions

25. When guests check out, invite them to leave a
review on Google.
Consider creating a short link or Quick
Response (QR) code that links to your review
page.
After check out, follow up with a quick survey
or link to your review page.
How do I get more reviews on Google?
Frequently Asked Questions

26. In most cases, old reviews can not be
removed. If your hotel changes meet specific
criteria, such as a change in ownership or
physical location, you may be able to remove
your review.
Can old reviews be removed if I recently made
improvements to my hotel?
Frequently Asked Questions

27. Hotel descriptions are summaries created by
Google’s internal team of writers to give users
at-a-glance information about your hotel.
Where do the hotel descriptions in the Hotel
details section come from?
Frequently Asked Questions

28. Google uses hotel review summaries from
TrustYou, a third party review service for some
hotel listings. TrustYou creates review
summaries and aggregates scores using
reviews for your hotels from across the web.
Where does the review summary come from?
Frequently Asked Questions

29. In general, keep your responses to reviews
useful, clear, and courteous. Getting in to
comment wars only makes you look bad.
How should I respond to reviews?
Frequently Asked Questions