Old but Gold: Google tools that should not be missing from your hotel’s strategy

In the hospitality sector, reducing dependence on OTAs remains a priority, and one of the key elements to achieve this goal is an effective online presence. 

Strategies and technologies that ensure maximum visibility for hotels are constantly evolving, particularly thanks to the rapid progress of Artificial Intelligence, which is becoming increasingly central in the hospitality industry. However, it is equally important to monitor and update well-established tools that still have a significant impact. Among these, two tools that continue to make a difference are Google Business Profile and Free Booking Links. 

When used together, these free Google products allow hotels to build a consistent and always up-to-date online presence, improve their digital reputation and reach travellers at every stage of their journey: from the initial search, to evaluating alternatives, all the way to booking. 

The Google Business Profile allows hotels to manage their presence on Google Search and Google Maps. Registering and properly updating the profile means being easily found by travellers searching for hotels in your area. 

What Google Business Profile offers hotels:

- Up-to-date information: the ability to provide guests with address, phone number, website, email and opening hours in a quick and intuitive format – eliminating friction when searching for essential details while planning a trip. In this section, it is also possible to add relevant amenities such as free Wi-Fi, accessible facilities, pet-friendly policies, a shuttle service, self check-in, etc. This information also feeds directly into Google’s AI Overview, increasing the property’s visibility in local searches and improving the quality and accuracy of the information shown.

- Photos and videos: accommodation providers can upload photos and videos of rooms, restaurants, spas or common areas to make the profile more engaging and increase the trust of potential guests.

- Guest reviews: the Reviews section allows hoteliers to manage their online reputation, read and respond to guest comments, demonstrating attention and care for their customers. Customer reviews are also one of the data sources for Google’s AI Overview, influencing the tone and highlights shown to travellers.

- Posts and updates: hotels can also share offers, events or seasonal updates directly on the profile to maintain user interest and encourage engagement.

The Google Free Booking Links are a tool designed to display room rates and availability directly in Google search results and on Google Maps, allowing the hotel’s official website to appear among the booking options on Google and Google Travel at no additional cost. 

What Free Booking Links allow you to do:

- Show the official website among the booking channels

- Display the lowest available rate

- Communicate the cancellation policy

- Be present during the user’s decision-making phase

However, there is a limitation to keep in mind: the free option only guarantees basic functionality. The user sees the “Official site” tag, the most convenient price, and the cancellation conditions, without the possibility to enrich the message. To truly compete with OTAs, Google Hotel Ads come into play. Unlike free results, sponsored ads on Google Travel are fully customizable, allowing the hotel to present a more complete and compelling offer to capture travellers’ attention.