Google Business Profile for accommodation: eligibility and setup

Google Business Profile can help an eligible accommodation business present its contact details, photos and website in Search and Maps. It is not available to every property owner.

First: is your property eligible?

Google explicitly excludes rental properties such as individual holiday homes, model homes and vacant apartments. Hotels and other qualifying accommodation businesses may be eligible; a genuine sales or leasing office is a separate case. A holiday rental does not become eligible just by choosing “Hotel” or “Vacation home rental agency” as its category. Google business eligibility rules

If you operate an individual holiday rental, focus on your own website and appropriate distribution channels. Google's vacation-rental travel listings are a separate product from Business Profile; do not create a misleading profile to gain a map listing.

The setup steps below apply only after eligibility is established.

This guide is written in plain language, no technical jargon. If you manage your property yourself and want to understand what you're doing and why, you're in the right place. For the bigger SEO picture, see our SEO guide for vacation rentals.

What is a Google Business Profile, and why should I care

Your Google Business Profile (GBP for short) is your business's official listing on Google. It appears next to the search results or on the map, with your name, address, phone number, photos, hours, reviews, and a link to your website.

For an eligible accommodation business, a profile complements the website. It provides a place for guests to check details and contact you; it does not guarantee a search position or reservation.

Verification lets eligible owners manage a listing. It is not a way around Google's eligibility rules.

Local SEO: what it has to do with your property

Local SEO simply means showing up when someone searches for something in your area. Google wants to surface results that match both the location and what you actually offer.

Google explains local results primarily through relevance, distance and prominence. Keep information complete and accurate; neither a posting schedule nor keywords in review replies guarantee a higher position. Google local ranking guidance

Note: the old name Google My Business (whether for a hotel or a rooms-to-let) refers to the same thing. Today the official name is Google Business Profile.

Step by step: setting up your profile from scratch

1. Create your account

Open business.google.com on your computer or phone. Sign in with the Google account you want to use for the property (ideally a stable one, not a personal email you might change).

Click to add your business. Enter your official business name exactly as you want the world to see it. Don't stuff the name with keywords that aren't part of your actual brand. Google treats this as a violation and may correct the name.

2. Category and subcategories

Choose the primary category that best describes what you are: hotel, guest rooms, bed and breakfast, depending on the options in the menu. Then add additional categories if they fit. The right category helps Google show you in relevant searches.

3. Address and service area

Enter your exact address if you welcome guests there. If your property is in a remote spot, make sure the map pin sits precisely on the right location. Guests searching on Maps want to find your entrance, not drive in circles.

4. Phone, website, hours

Add the authoritative phone number and website address for the business. Complete the fields offered for your business type accurately. Do not use “open 24 hours” as a substitute for the correct check-in or seasonal information.

5. Verification

Google chooses the available verification methods for each profile; you cannot assume a postcard will be offered. Follow the options shown, which may include video, phone, email or mail, and provide accurate evidence. Google verification guidance

Optimization: photos, description, details

Photos

Upload plenty of good photos: the exterior, common areas, rooms, the view, the bathroom, breakfast if you serve it. Refresh the album now and then with images from different seasons. Travelers decide with their eyes before they read a word.

Description

In your business description, explain in plain English what you offer, where you're located, and why guests should choose you. One or two paragraphs is enough. Natural language, not a list of keywords repeated for no reason.

Attributes and Q&A

Fill in every field the menu offers: parking, Wi-Fi, wheelchair access, pets, and so on. The more complete your listing, the more useful it is for guests and for Google's search system.

Google reviews: why they matter and how to collect them

Reviews build trust and shape how travelers see you on your profile. Never buy fake reviews. Instead, invite guests consistently to leave an honest review after their stay, without incentives or selecting only those expected to be positive.

For more practical ideas, see our guide on how to get more Google reviews. Reply to every review, thank guests for the positive ones, and respond calmly to the negative ones.

Posts and updates

Use the post types available to your business category for useful updates, with accurate dates. Features and restrictions vary; do not assume every hotel profile supports every offer type. A posting schedule is not a ranking guarantee.

Connecting your website

Add the correct link to your website in your profile. If you have a booking or contact page, that's often the best destination for clicks. Your website and your profile should show the same core details: name, address, phone. Inconsistency confuses guests and hurts how you look online.

Want to avoid the mistakes we see Greek properties make again and again? Take a look at 5 mistakes Greek vacation rentals make online.

The bottom line

For an eligible business, Google Business Profile is a useful free listing. Check eligibility first, then keep details accurate and guest feedback genuine. For an individual holiday rental, a clear website and appropriate listing channels remain the practical starting point.

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See examples of our work and get in touch when you're ready to discuss your own project. We're here to help you look the way you deserve, from Google all the way down to the last detail of your online presence.

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