Start by asking your booking engine or connectivity provider if it supports Google’s free booking links for your property. These links can show a hotel’s direct rate in Google’s hotel booking results and send guests to a page where they can book. The ordinary website link on a Google Business Profile is a separate feature. Google Hotel Center starter guide
Are free booking links the same as Hotel Ads?
No. Google doesn’t charge for placement or clicks on free booking links. Hotel Ads are paid placements. Your booking provider may still charge for its own service, so check the agreement before asking it to enable anything. Free placement doesn’t guarantee that your rate appears for every search. Google’s free booking links documentation
What should I ask my provider?
Ask who manages the Google connection, whether the property is matched to the correct listing, and which rates and availability are sent. Ask which page guests land on and what reporting the provider makes available. For some eligible properties, Google also documents a route for managing rates directly in a Business Profile. Check the options for your property rather than assuming every hotel has the same setup. Google’s rates and availability instructions
What should I check once the link appears?
Use a few date and party-size combinations you know are available. Follow the hotel’s direct rate through to the booking page and check:
- The link lands on the correct property.
- The dates and party size match the original search.
- The advertised rate can be found and its terms are clear.
- The displayed price and mandatory charges are consistent for the same selection.
- Guests can continue on a phone without being sent back to a generic homepage.
If Google shows one price and the booking page shows another for the same selection, capture both screens and send the dates and rate details to whoever manages the connection. Changing your homepage alone won’t fix an inaccurate rate feed.
How should I measure it?
Use available Hotel Center or provider reporting to monitor referrals. Check reservation reports separately before claiming completed direct bookings from the link. If you can’t match a reservation to that source, report the referral without assuming it converted.
If your direct rate is already visible, the next job is to make sure the site earns the booking. See our guide to direct bookings for hotels.