Hotels and guesthouses

Google Business Profile management for hotels and guesthouses

A place to sleep is chosen twice: once from a sofa weeks ahead, and once in the street at eleven at night by somebody who has just come off a train with a bag. The same Business Profile answers both, and it carries a set of fields nothing else on this site gets: the amenities, the arrival window, the house rules, the accessibility of a building nobody designed for it. A named manager keeps that list true month after month, and is equally plain about the half of the listing this service does not touch, because the rates and the free dates beside your name arrive through the hotel's own booking connections. It is the listing plenty of owners still file under its older name, Google My Business.

Management for one location from €49.75 per month

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The request is free and creates no obligation; a manager replies within one business day.

The two moods a hotel listing is opened in

One person is still choosing a town and has three places open side by side. The other is already outside with a bag and needs to know whether anyone will open the door. The same profile has to hold both of them.

Photographs are read as evidence rather than decoration. Somebody is hunting for the room they would actually be handed, and a wide shot of a lit lobby answers nothing about the bed.
The amenity list works as a filter before a single sentence is read: parking, breakfast, a lift, air conditioning, a kettle, a room that takes a third person.
Location is judged by the walk and not by the adjective. The station, the stop, the street and the last stretch with a bag settle it, and no superlative survives contact with the map.
The rates and free dates shown beside the listing arrive from the hotel's booking connections and from the platforms, so the traveler comparing them is comparing something the profile itself does not hold.
Reviews are opened for what a photograph hides: the road noise, the heat under the roof in August, the water pressure, the breakfast, whether anyone picked up the phone at midnight.
Arrival hours decide as much as the room does. A person landing after the last train wants to know somebody is at the desk then, or exactly what happens if there is not.
Check-in and check-out times close the decision, because a room that cannot be entered before late afternoon rearranges the whole day of anyone arriving in the morning.

What quietly stops being true between one season and the next

A hotel listing describes a building, a set of house rules and a season, and all three move at different speeds while the profile stands exactly where it was left.

Amenities ticked once and never read again: the sauna that closed, the shuttle that stopped running, the breakfast that became a machine in the corridor.
Room photographs left over from a brochure shoot, styled by somebody who does not work here now, showing furniture that was replaced two refurbishments ago.
A category sliding between hotel, guesthouse and serviced apartment, and taking whole groups of accommodation fields with it, so the profile stops offering what a traveler filters on.
Desk hours written as the hours of the building, which reads to a stranger as a person waiting at the door at three in the morning when the hall is dark and empty.
A wing, a pool or a terrace shut for the winter while the listing goes on advertising it, which fills the low season with reviews about a locked door.
Booking buttons piling up from platforms the hotel has stopped working with, while the hotel's own site is missing from that row altogether.
A second building across the road under the same name, or a restaurant on the ground floor sharing it, each collecting the other's reviews and neither of them saying so.

The fields a building people sleep in has, and a shop does not

Google opens a group of accommodation fields that no other trade on this site sees, and those are exactly the ones a traveler filters on long before the name of the house means anything to them.

The primary category, which settles whether this reads as a hotel, a guesthouse or a serviced apartment, and which of the accommodation fields open at all.
The amenity groups: parking, breakfast, a lift, air conditioning, a kettle, laundry, a pool, pets, family rooms, each set only where the building delivers it on an ordinary day.
Check-in and check-out times, and the window in which a person can physically get through the door, which is not the same thing as the hours the building is inhabited.
Accessibility described as the building is rather than as it ought to be: a step at the entrance, a lift that stops short of the top floor, a bathroom a chair fits into.
The house rules people filter on and later argue about: pets, children, extra beds, a deposit, quiet hours, smoking.
Room types carried by the service entries, since the profile keeps no room list of its own and a traveler otherwise cannot tell a single from a family room.
Whatever is paid for apart from the room, named without figures: parking, breakfast, a pet, a late departure, so the conversation happens before the booking instead of at the desk on the way out.

How a month runs in a house with rooms in it

Every pass opens on the same question: does this listing describe the building as it stands this week, including the parts of it that are shut.

One record in the dashboard holds what has been agreed for the address: the amenities confirmed, the arrival rules, the room types, the photographs, and the seasonal dates written against each.
The pass begins at the amenity list, because that is what moves when a pool is drained, a shuttle stops running or the breakfast room is let out to somebody else.
The desk rota is read against the published hours, and the wording about a late arrival is checked to see it still matches how the door is really opened after dark.
Photographs are matched to the room types they belong to, and a frame from a season the building has left behind comes down rather than being pushed further along the gallery.
Everything seasonal, the pool, the terrace, a heated part of the garden, a wing, is held against the calendar you gave us, with the date it is due to come off written beside it.
Whatever Google's own sources or a passer by rewrote since the last pass is listed beside the value it replaced, and it goes back only on your word.
The month closes under the same headings, plus a plain note on the rate and availability questions that came up and where each of them was sent, since those leave this service entirely.

The building, then the arrival, then the reviews, then the part that is not ours

This is not the order the fields sit in on the profile. It is the order a stranger meets a house in, and the last step exists because one whole half of a hotel listing is fed from somewhere this service cannot reach.

1

Write down the building as it stands, not as the brochure has it

The amenity groups an accommodation profile gets are the widest on the map, and travelers read every tick as a promise. Each one is set only against something the house has confirmed in writing, seasonal ones are recorded with the dates they open and close, and anything nobody can stand behind comes off. A star category goes up only where the paperwork behind it can be produced, and no adjective about the location goes up at all. Which amenity groups exist is Google's decision and it differs by country and by category.
2

Then the approach, the parking and the door after dark

A house is met at night, with a bag, by somebody who has never stood in this street. The pin moves to the door guests actually use, the parking entrance is described and photographed, the nearest stop is named, and the hours are published as the desk rota really runs rather than as the hours the building is inhabited. Where the desk closes, what the guest does instead is written where it is read before the journey rather than discovered on the pavement. Google can recalculate a pin from its own data and may ask for the address to be confirmed.
3

Then the reviews that arrive here rather than on the platforms

Google holds the public half of the review load and none of the booking record, so a reply is written without any of it. It confirms no stay, no dates and no room number, even where the review is wrong and the screen at the desk proves it. Themes are collected for the month, harm reaches you the day it appears, and a review about a platform's own conditions is answered without arguing those conditions in front of everybody. What comes down is decided by Google under its own rules.
4

And the booking machinery, which is not what this service does

Rates and free dates beside an accommodation listing arrive through Google's own hotel channels, out of the connections and platforms the house already pays for. Editing the profile does not move them, and this service does not operate them. What the manager does is find where a wrong figure or a missing date is coming from, hand it to whoever runs that connection, and write down where it went, so the question stops circling back to the profile. Building or operating that machinery is separate work, agreed separately if you want it.

Send the address and the amenity list you would defend

The address, the amenities you would defend standing in front of a guest, and a line saying who runs your booking connections. A manager reads the live profile against that, names the lines that already disagree and suggests a package for the house. There is no charge for that first read.

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Reviews here, beside the ones on the platforms

For most houses Google carries the smaller and the more public half of the review load, and it is the half somebody reads while standing in the street deciding. You set the voice once at the beginning, and how many replies fit in a month follows the package the address sits on.

No reply confirms that the person stayed, on which dates or in which room. That is booking data about a named individual, and a public answer repeating it hands it to everyone who scrolls past.
The rule holds even when the review is wrong and the correction is sitting on the screen at the desk. The public answer stays general and the particulars move to whatever private channel the house already uses with that guest.
Praise is answered through what the review itself named: the breakfast, the quiet at the back of the building, the person who waited up. Nothing is invented that the guest did not write.
Recurring complaints, road noise, heat in the top rooms, a shower that runs cold, a breakfast that ends too early, are gathered as themes for the month instead of collecting the same sentence underneath each one.
A review about a rate, a deposit or a cancellation charge that a platform set still lands here. The reply keeps to what the house itself decides and does not argue somebody else's conditions in public.
A review describing a different property, or written by somebody who never reached the building at all, is reported under Google's rules, and whether it stays is Google's decision.

Where a human has to step in

Anything alleging theft from a room, insects, illness or an injury on the premises stops the reply queue the day it arrives. It reaches you first, no draft is written before you have read it, and the wording that goes public is yours, with your lawyer or your insurer beside you if you want them.
No reply names a room number, a booking reference, a date of stay or a member of staff the reviewer did not name first, whatever the review claims and however much the record would settle it.

What a house with rooms genuinely has worth publishing

The publishable material in this trade is the building and the calendar: what a room looks like now, which parts of the place are open this month, and what a person arriving late has to know before they set out.

Rooms photographed as they are handed over and sorted by type, so a traveler sees the difference between what they are choosing and the corner of the lobby that usually sells it.
The parts of the building that open and close with the season, published on the day they open and taken down on the date they shut rather than whenever somebody remembers.
Refurbishment said out loud while it is happening: which floor, which weeks, what a guest will hear through the wall and what carries on as normal.
The way in after dark: the door used at night, the parking entrance, the stop to get off at, written once and kept where it is found before the journey rather than on the pavement.
Reasons to be in this street at this time of year, a fair, a festival, a season on the water, where the house genuinely stands close to them.
Nothing about being the best located, the quietest or the nearest to anything. A distance somebody can walk is a fact and can be stated; a superlative is a claim the next review will test in public.

One house, or several under one name

One location

A guesthouse with a handful of rooms does not need a campaign. It needs a listing that survives an arrival at midnight: the amenities that are actually there, the door that is actually used, and a photograph of the room the person will actually be given. After that it needs somebody who comes back on schedule and checks whether the winter has made half of it untrue.

A network

Several buildings under one name are several listings, and the map treats them that way whether or not the business does. Each house keeps its own address, its own desk rota, its own arrival wording and its own review thread, while the reply voice, the photography standard and the seasonal calendar are agreed once for the group. An annex across the road is the first thing to settle, because a building with its own door and its own desk is usually a listing of its own rather than a sentence inside the main one. It all arrives on one invoice, and a group larger than the published grid is quoted separately.

Who holds which fact in a hotel

What the manager does

Reads the amenity list against what the house has confirmed in writing and takes down whatever has quietly stopped being true, rather than leaving it there to make the listing look fuller.
Keeps the desk hours and the late arrival wording matching the rota, so the profile never reads as a staffed door at an hour when there is nobody behind it.
Writes every reply so that it confirms no stay, no date and no room, and hands anything about theft, insects or injury straight back to you the day it appears.
Sends every question about a rate, a free date or a booking link to whoever runs the hotel's booking connections, and records where it went instead of inventing an answer.

What you confirm

The amenities the building delivers on an ordinary day of the year, and the dates on which the seasonal ones open and close.
The desk rota, the arrival window, and what a guest is told to do when they get there after the desk has closed.
Who runs the booking connections and the platform accounts, so a rate or availability problem reaches the person who is able to change it.

What a first month usually looks like

an example of the process, not a client result

Week 1

The listing moves under the hotel's own account and the ground is written down before a field is touched: the amenities as the building has them today, the desk rota, the arrival window, the room types, and which photographs still show rooms that exist.
Week 2

The first agreed batch goes out. Amenities that stopped being true come off, ones nobody ever ticked go on, the category is settled between hotel and guesthouse, and the hours stop describing the building and start describing the desk.
Week 3

The arrival is worked end to end: the pin, the door used after dark, the parking entrance, the nearest stop, each with a photograph. Open reviews are answered up to the limit your package carries, in wording that confirms no stay, and anything alleging harm is handed to you instead.
Week 4

The month comes back under the same headings with the seasonal calendar attached: what comes off in autumn, what goes back on in spring, and which rate or availability questions were passed to whoever runs your booking connections.

Read this as an example of the order the work tends to take in a house with rooms, never as anybody's outcome. Your own first month follows the package and the state the listing is in when it is opened.

Six things to check on your own listing this week

Open the listing on a phone the way somebody arriving at midnight would. If nothing on it says how to get through the door once the desk has closed, that is the call your night porter takes tonight.
Read the amenity list out loud standing in front of the building and stop at each one that is no longer true. The sauna, the shuttle and the breakfast are the three that usually died quietly.
Look at the first four photographs. If not one of them is a room as it is handed over today, the listing is selling a building that has since been refurbished.
Open the map view and see which door the pin drops on, then look for a photograph of that door taken after dark, and one of the parking entrance.
Hunt for whatever was turned on for the summer and left on. A terrace, a pool or a garden with no closing date written beside it is a January review already half composed.
Ask somebody who has never stayed to tell you, from the listing alone, when they could get into a room and when they must be out of it. If they cannot, both questions arrive by phone instead.

What stays outside this work

Room rates, availability and the hotel advertising that carries them are not managed here and no profile package will ever manage them. They arrive through the house's own booking connections and platforms, and what happens on this side is that a wrong figure is traced to its source and handed to the person who owns it.
Amenities, a star category and anything said about the location go on the listing only from what the house confirms and can stand behind. Nothing is described as the best located, the quietest or the nearest to anything, because the first review to disagree is public and stays public.
No reply confirms a stay, a date or a room, whatever the review says and however easily the desk could prove otherwise. That holds even where saying nothing looks worse than answering.
Where a pin sits, whether a review comes down, whether a second building may have a listing of its own and whether a suspended profile returns are all settled inside Google's process, on Google's timetable.

What is the same for every industry

The industry page above is about what changes from one business to the next. The part below is the same for a restaurant and a dental practice alike: the packages, the split of duties and the rules Google sets. It applies to the Google Business Profile, the listing many still call Google My Business.

How the packages work here

Each serviced location is on one of three packages. The package sets how often the profile is checked, how many posts, replies and edit bundles a month are included, and how fast the manager first responds. Prices are on the pricing page. See the prices Everything the team handles

Start

Basic, regular upkeep of a location.

€49.75 per serviced location per month

Dedicated manager
Monthly profile check
1 post or offer a month
Up to 5 review replies a month
1 profile data edit bundle
Basic monthly report
Manager's first response: up to 3 business days

Growth

A location that needs regular development and content.

€87.25 per serviced location per month

Dedicated manager
4 posts or offers a month
Up to 15 review replies a month
2 profile data edit bundles
Monthly optimization
Snapshot of the competitive environment
Content plan
Extended monthly report
Quarterly consultation
Manager's first response: up to 2 business days

Pro

Priority, more intensive upkeep of a location.

€149.75 per serviced location per month

Dedicated manager
Weekly control of the profile
8 posts or offers a month
Up to 40 review replies a month
4 profile data edit bundles
Monthly optimization
Snapshot of the competitive environment
Content plan
Promotions calendar
Extended monthly report
Monthly consultation
Priority service
Manager's first response: up to 1 business day

The manager proposes, you approve

The manager drafts every change, post and reply from your materials. Nothing is published, restored or billed without your yes; a flagged edit or a package switch waits for you.

Who does what, in every industry

What the manager does

Checks the profile on the package cadence and keeps a written record of the agreed data.
Prepares edit bundles, posts and offers from your materials and the agreed plan.
Replies to reviews within the monthly limit, in the tone you set once at the start, and hands anything sensitive back to you the same day.
Writes the monthly report and puts recommendations into the dashboard chat instead of acting on them alone.

What you confirm

The facts only you know: current hours, prices, services, photos, who is on the team this month.
The tone of replies, set once at the start, and the wording of anything escalated to you.
The yes before a value someone else changed is restored and before a location moves between packages; nothing is charged without it.

What works the same way in every industry

Ownership and access: the profile stays the property of the business. The manager works from the business's own account with manager rights, and the first step of the first month is confirming who owns the profile and who else still has access.
Suspension: if Google suspends a profile, the manager looks for the likely cause, corrects the data to match the paperwork the business holds and files the request to reinstate. Timing and the decision stay with Google.
Duplicates: a second profile at the same address, or an old one left after a move, is reported to Google with the evidence. What stays and what merges is agreed with you before anything is sent.
Measuring: the links in the profile carry tagging, so calls, directions and website visits that start on the profile can be told apart from other sources in your analytics.
Questions and answers: questions people post on the profile are answered from the facts you confirmed, and the ones that keep coming are written into the profile ahead of time.

Google's rules that apply to every profile

Local ranking is Google's own weighing of relevance, distance and prominence. No service can buy a position or promise a place in the results.
Verification, eligibility and which categories exist are Google's rules and differ by country.
Photos and reviews left by other people cannot be deleted by us. Where they break Google's rules they can be reported, and Google decides.
Booking, ordering or delivery features are connected only when you already run them with a provider Google supports in your country.
The number of posts, replies and edit bundles per month is fixed by the package; what is unused in a month does not carry over.

Reviews: the same policy everywhere

We do not ask only happy customers for reviews, do not offer anything in exchange for one and do not remove reviews; only Google can.
We do not promise a rating, a position in the results or more customers. We promise the agreed process, every month.

What the team handles for this industry

Profile data Correct, complete profile data, kept that way Reviews Reviews answered by a person who knows your business Reports and dashboard You always know what was done, and what it cost

See the prices

The rest of the local SEO work

This page is about the profile: what a manager keeps correct on the map every month. Local search also depends on the website itself, on citations and on the pages a customer lands on after the map. Those we handle separately, and the audit tells you which of them is actually holding you back.

Hostels

A hostel sits in the same family on the map and is then chosen on a completely different question, because the thing being booked is not a room.

Hostels

The first thing a hostel listing has to make unmistakable is the difference between a bed in a shared room and a private room, since somebody who books the first while picturing the second is a complaint before the bag is on the floor. An age policy, where one exists, belongs on the listing rather than at the desk. The arrival window matters more here than anywhere else, because the desk is often staffed for part of the day only, and what a late arrival does instead, a code, a box, a number to ring, has to be readable before the journey rather than found taped to the door. The kitchen, the lockers and the common room are what people genuinely filter on, so they are described as they are and photographed as they are. And the reviews are mostly about noise and about other guests rather than about the building, which changes what a reply can usefully say.

Discuss this kind of business →

Frequently asked questions

Which parts of a hotel listing can you actually edit, and which come from our booking systems? +

Editable here: the category, the amenities, the accessibility, the house rules, the arrival and departure times where the profile carries a field for them, the room types written as services, the photographs, the questions and the replies. Not editable here: the rates and the free dates beside your name. Those arrive through Google's own hotel channels from the connections and platforms you already pay for, and no amount of work inside the profile moves them.

How do we make sure nobody thinks profile management includes running our room availability? +

By saying it in the agreement and repeating it in the report. This service manages the profile: the facts, the photographs, the questions, the reviews and the amenities as you confirm them. It does not set a rate, open or close a date, or run the hotel advertising that carries them. When a wrong figure turns up, the manager finds which source it came from and hands it to whoever runs that connection, and the report records where it went. Setting up or operating that side is separate work, quoted separately if you ever want it.

The pool is drained from October. What is the right way to handle that? +

With a date rather than a memory. The pool goes on the seasonal calendar with the day it closes and the day it opens, the amenity comes off on the first of those dates, and the photographs of it move down with it. Nothing on a profile retires itself, so a pool ticked in June is still ticked in January unless somebody takes it off by hand, and the reviews that follow are about a locked door rather than about the swimming.

The desk is not staffed all night. Can the listing say so without making us look shut? +

Yes, and it reads better than the alternative. The hours describe the desk rather than the building, so nobody arrives expecting a person who is not there. Then the arrangement for a late arrival goes where a guest meets it before they travel: what to do, who to ring, how the door opens. A house that publishes both is easier to book than one that leaves a stranger to find out on the step.

A guest claims in a review that they never got the room they paid for. Can we just publish the booking reference and settle it? +

No. A public reply confirms no stay, no dates, no room number and no reference, even when the record at the desk settles the argument in one line. That is booking data about a named person, published on a page anybody can read. The reply states the house's general position and asks them to continue on the channel you already use with guests, and the evidence stays where it belongs.

Are we a hotel or a guesthouse on Google, and does it matter? +

It matters more than it looks. The primary category decides which searches the listing is eligible for and which accommodation fields appear on it at all, so a guesthouse filed as an apartment loses the fields a traveler filters on. The manager settles it against what the house is by its paperwork and by how it describes itself to a guest, and the rest goes into the secondary categories. Which categories exist is Google's list, and it differs from one country to the next.

Our restaurant is open to people who are not staying. Should it have its own listing? +

Sometimes, and it is a question about the entity rather than about marketing. A restaurant, a bar or a spa can qualify for a listing of its own where it has its own entrance, its own staff and its own hours; where it does not, it stays a fact on the hotel's profile. The map is settled first, before a single field is edited, because two profiles that should have been one collect each other's reviews and both end up wrong.

We have a second building across the road under the same name. One listing or two? +

Usually two, and the decision comes before anything else. A building with its own door, its own desk and its own staff is normally its own listing, and guests directed to the wrong one is the clearest sign it should have been. Where the annex has no desk of its own it stays part of the main profile, described in words so nobody walks into the wrong hall. Whether a separate profile is allowed is Google's call under its rules on entrances, staff and hours.

We close from November until the spring. What happens to the listing? +

It goes into temporary closure for the dates you give us, which needs both a closing date and a planned reopening date from you. What that status does to how the profile is shown is Google's business. The more useful part is the list drawn up at the same time: the amenities, the hours, the photographs and the links to be checked again before the first guest of the season, because all of them drift while the doors are shut and nobody is watching.

Somebody answered on Google that we take dogs, and we do not. +

Anyone can post an answer in the questions section and vote on it, so a stranger's guess about your pet policy can stand above your own. Where the section is available for your category and country, the house's own answers are posted and dated on the questions that keep returning: pets, children, extra beds, parking, arriving after the desk closes. A stranger's answer that is factually wrong is reported, and Google decides what happens to it.

A neighboring industry, and what is different there

Restaurants The card, the prices printed on it, the hour the pass closes and a booking link that actually opens: one sheet a month keeps the profile level with the kitchen. Self-storage facilities A renter needs two numbers almost no listing gives them: how much space their things take, and how far they will drive back. Then the hour the gate stops opening, and the day the unit changes hands.

A listing that still tells the truth at midnight

Give us the houses you want looked at. A manager answers inside one business day with what the listing promises today, what has quietly stopped being true and which package fits each house. Nobody promises you more bookings; what is agreed is the work, every month.

Discuss my profile