Answer
How do I set up Google Business Profile for a hotel?
Setting up Google Business Profile for a hotel takes four steps: claim the listing at business.google.com, verify ownership (typically by postcard mailed to the property), complete the hotel-specific attributes (check-in/out times, amenities, room categories, photos), and enable Booking Links to feed Google Hotel Ads. Verification takes 5-14 days for postcard verification. Properties at the Owner role in Google Business Profile see GBP responsible for 18-35% of total direct booking enquiries according to Google Hotel Insights data.
Step-by-step setup
One: visit business.google.com and search for your property. Two: claim the listing if it exists, or create it if not. Three: select "Hotel" as the business category to unlock hotel-specific fields. Four: verify (postcard, phone, or video for most hotels). Five: complete attributes - hours, photos (minimum 10, ideally 30+), amenities, room categories, languages spoken.
Hotel-specific features
Once verified as a hotel, Google Business Profile unlocks specific features: room-category cards in the listing, check-in/check-out times, hotel-specific attributes (parking, breakfast, pool, gym), and crucially, Booking Links that feed Google Hotel Ads and free booking links. According to Google's hotel Business Profile documentation, Booking Links require integration with a Google-certified booking engine or channel manager.
Weekly maintenance
GBP rewards ongoing activity. Properties that respond to every review within 48 hours, add 1-2 new photos per week, post 1 update per week (special, event, seasonal change), and update hours for holidays see materially higher local-pack ranking. The maintenance is 30-45 minutes per week; the ranking lift is structural.