Google Ads

New tools for hotels to reconnect with travelers

Top-view image of vacation resort with a pool, trees, and lawn chairs.

The travel industry has faced steep challenges since the pandemic began two years ago. But now, there are signs of real recovery. Search interest in “spring vacation” and “flights to hawaii,” for example, is close to what it was in 2019.

As travel interest rebounds, businesses need easy ways to connect with potential customers. So today, we’re announcing new tools to help hoteliers find people who are ready to book their next trip.

Drive more bookings on Google for free

Launched last year on, free hotel booking links will now show up on the Search results page and Google Maps — helping travel partners extend their reach, and giving consumers a more comprehensive set of options. After clicking on these links, travelers can complete their booking directly on the partner’s website.

Since the introduction of free booking links, partners of all kinds have seen the benefits of increased user engagement, from individual hotels to large online travel agencies. For example, the booking engine myhotelshop used free booking links to drive 30% incremental bookings for their hotel clients during the summer of 2021.

Free booking links for various hotels and booking engines that appear under “All Options” on the Google Search page

Now, new click reporting in Hotel Center shows partners how many people clicked on their free booking links. We will expand the report to include other insights, like free booking link impressions and booking value, in the coming weeks.

Hotels interested in using free booking links can visit our website for more information, including a list of our integration partners and how to extend your reach even further with Hotel Ads.

Laptop showing reporting for free booking links in Hotel Center, including performance metrics like 27,000 impressions, 100 clicks and $23K booking value.

Easily onboard to reach new customers

We’re also making it easier for hoteliers to share their rates and availability on Google — without complex technical requirements. Beginning next month, individual hotels that meet eligibility requirements can manually input their rates through their Google Business Profile to participate in free hotel booking links.

Complete our interest form if you'd like to learn more about adding your rates and availability directly to your Google Business Profile.

A desktop view showing multiple ways to manage rates through Google Business Profile, including an “Edit profile” link on the top left and a “Manage your rates” link on the lower right.

Highlight your unique hotel offerings

Health concerns, flexibility and availability are top of mind for today’s travelers. It’s important for hoteliers to pay attention to new signals and remain agile. Local Posts for Google Business Profile allow owners to share timely updates about their hotels, such as:

  • Changes due to COVID-19, including whether the hotel is open or closed, and updates made to amenities or policies
  • Descriptions of special features that are uniquely available at the hotel
  • Compelling images and videos
Desktop version of Local Posts for Google Business Profile popping up over the Search page, showing an image of food and beverages by the pool

The world looks different than it did a few years ago, but our mission to be a trusted source of travel information hasn’t changed. To learn more about our solutions for hotels and to keep up with our latest news, visit our website.