Google Business Profile for hotels and restaurants: a setup checklist
For many travellers, your Google Business Profile is the first thing they see, before your website, before your Instagram. Here's how to set it up so it works hard for you.
By the Xuru Technologies team · 20 October 2026
Key takeaways
- Claim and verify your profile, then make sure the name, address and phone match your website exactly.
- Pick accurate categories and fill in every relevant attribute, such as Wi-Fi, outdoor seating or vegetarian options.
- Upload real photos often and keep hours current, including holidays.
- Link to your website and booking or menu pages, and reply to every review.
How do you optimise a Google Business Profile for a hotel or restaurant? Verify it, complete every field, choose precise categories, add great photos, keep hours accurate, link your website and booking page, and manage reviews. According to Google's local ranking tips, complete and accurate information, verified locations, accurate hours, reviews and photos all help.
1. Claim and verify
Search for your business on Google Maps. If a profile exists, claim it; if not, create one at google.com/business. Follow the verification steps Google offers you. Use a business Google account you control, and add a second owner or manager so you never get locked out. Our account lockout checklist explains why.
2. Get the basics exactly right
| Field | Tip |
|---|---|
| Name | Your real business name, with no extra keywords. Keyword-stuffed names can get profiles suspended |
| Address and pin | Exactly as on your website, with the map pin on your real entrance |
| Phone | A number that's answered, ideally with WhatsApp |
| Website | Your own website, not a booking app or social page |
| Hours | Regular and special hours, updated for holidays and seasons |
3. Choose categories and attributes
Pick the most specific primary category, such as "Guest house", "Hostel", "Bed & breakfast", "Seafood restaurant" or "Café". Add secondary categories only if they're true. Then fill in attributes like free Wi-Fi, breakfast, parking, outdoor seating, vegetarian options or wheelchair access. These details help you match more specific searches.
4. Photos that make people visit
- The entrance, so guests recognise you on arrival.
- Rooms or dining area in natural light.
- Signature dishes and drinks.
- Views, gardens, pools or rooftops.
- People: staff and (with permission) guests enjoying the space.
Add new photos regularly. Our photo shot list has a full plan.
5. Link to booking and menu pages
Where available, add your booking link, menu link and reservation link, pointing to your own website wherever possible. If you don't have a website yet, this is the moment to build one, so Google has somewhere useful to send people.
6. Reviews and replies
Ask every happy guest for a review, using the review link Google gives you. Reply to every review: thank happy guests by name and respond to complaints calmly with what you've changed. Never offer rewards for reviews or post fake ones.
7. Keep it alive with updates
Use updates and offers to share seasonal menus, new rooms, events or festival specials. Fresh activity shows travellers you're open and cared for.
Why this matters for AI search too
AI answers in search often draw on business listings, websites and reviews. A complete profile and a clear website make it easier for these tools to describe you accurately. See our guide to getting found in Google's AI answers.
Frequently asked questions
Is a Google Business Profile free?
Yes, creating and managing a profile is free.
Can I add my booking app link instead of a website?
You can, but linking your own website keeps more bookings commission-free and gives guests a better picture of your place.
How long until I see results?
It varies by area and competition. Many businesses notice more calls, direction requests and website clicks once their profile is complete and active, which you can track in the profile's performance reports.
Give Google somewhere great to send guests.
We'll design a sample website for your property before you commit, ready to link from your Google Business Profile.
Websites, payments, digital marketing, AI automation, consultancy and practical technology training — for businesses and aspiring professionals worldwide.
Saturday – Sunday: closed
Leave a Reply