How to get free hotel booking links in Google


A new tutorial on the Google Ads YouTube channel shows simple step-by-step instructions for setting up free hotel booking links.

This video can help Google Ads users learn how to take advantage of a feature that the company launched in the last year.

Google announced free hotel booking links in March 2021, expanding opportunities for small boutiques to large chains across the country.

These listings deliver free traffic directly to your site and provide real-time updates and availability. With additions to this type of link, free booking links can be used in conjunction with hotel ads to maximize exposure.

What are free booking links?

Free booking links are currently displayed on Google when a user searches for hotel prices and availability and looks at the details of a particular hotel.

A key benefit of these links is that they allow you to direct users directly to a page of your choice.

When travelers search for a hotel on Google and click “check availability”, they are directed to a page that lists all the options for booking the selected hotel.

Screenshot from YouTube.com/GoogleAds, January 2022.

How do free hotel booking links work?

There are some key differences between free booking links and paid booking links.

A hotel ad is a paid link, where the list is ranked according to the auction and Google’s algorithm.

Free booking links are unpaid links ranked by how useful they are to users.

Google sometimes shows free booking links along with paid hotel ads.

What do hotel ads look like?

Free booking links show similar information to paid hotel ads. They show:

  • Your site name (or hotel name)
  • Room rate for the selected dates
  • Official site badge (if you are the hotel owner, direct supplier or technology provider)
google ads free links for hotel bookingScreenshot from YouTube.com/GoogleAds, January 2022.

How to set up free booking links

If you’re a Hotel Center partner, you may already be shown for free booking links.

Hotels are automatically eligible to show free booking links by meeting the following requirements:

  • Existing Hotel Center Partner
  • He currently participates in Hotel Ads

All properties that have an offer, available rates and a dedicated landing page in existing hotel campaigns can be shown.

If you are a hotel or hotel partner and have not set up a Hotel Center account, this is the first place to start. Multiple guides are available depending on the role of the hotel, including:

  • Owner of the hotel
  • Connectivity partner
  • Agency

The Hotel Center is the hub where you can manage the online presence of the structure. Hotel information and management details are confirmed via a Google company profile.

Once this information is set, you have the option to set up free booking links and / or post hotel listings.

If your hotel uses a booking system, it may be connected to Google through that provider. It’s best to check with the provider to set up free booking links.

Are vacation rental homes suitable?

Individual vacation rental property owners are not eligible for free Google Ads hotel booking links.

However, if you own a property management business, you may be eligible for a Hotel Center account.

Currently, the requirements in this category include:

  • You must be a registered property management firm
  • You must have a direct booking website, OR
  • Be listed on a booking site integrated with Vacation Rentals on Google

For more information, watch the full Google video below:


Featured Image: PST / Shutterstock Vector





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