A hotels knowledge panel is generated via the hotels Google Business Profile, however unlike a non lodging category profile, there are limited items that a hotel can control directly within the GBP profile.

So what can you control directly from profile?

 

Hotels Business Knowledge Panel

 

 

1. Hotel Image
Images can be controlled within limits. The preferred image (Header Image) can be set but Google will pick the image they they feel suits the query and quality.

2. Video Snippet
The only pre requisite is to add video to the profiles images, which they pick is Google dependant.

3. Room Images
Add room images, they choose which to display.

4. Name of Hotel
You can control this. However they have recently introduced a “Name Change” block if you decide to throw in too many keywords.

5. Map Location
This you can control in address section by updating the PIN marker.

6. Nightly Price
You cannot control which rack rate is displayed. In a surprising lack of foresight, they literally pick the 1st OTAs price.

7. Address & Phone
You can control in the main “Edit Business” section of profile.

8. Official Site
You can control the official sites price via 3rd party booking integration or your own booking integration.

9. Hotel Details
You can control this in the profiles “Hotel Details” section.

10. Posts
You can add posts and events but not special offers. I would be cautious in wording a post that promotes a special offer. They get very tetchy when you mess with their Ads revenue.

11. Social Profiles
You can add the hotels own social media profiles in the “Edit Business” section.

 

Additional Hotel Info Edits

If you your hotel is not displaying the brand profile like the above and still displaying the older original (down the right) there are a couple of other things still in these.

Street View
You cannot update street view, but you can adjust PIN to provide better outside image.

Website
You control this via profile (don’t forget to UTM track).

Hotel Details
You cannot edit, contact business support for edits. When contacting support, provide the current description and then another showing corrections. What they wont change is an elaborate prosaic description for the hotel.

Reviews
If a poor review is stuck in KP it can take a while for it to be rotated out – no control. Dial up you request for reviews at check out and follow up emails.

Q&A
This has been discontinued with upcoming AI assisted version which you will be able to answer.

 

Incorrect OTA information should be managed via your OTA dashboards.

For other things like, Star Rating, Hotel Description, you will need to contact business support to update any incorrect information.

 
If you are having difficulties up dating your hotel knowledge panel, Online Ownership provides Google Business Profile consulting, feel free to give us a call for a no obligation chat.
 

 

Related Articles

• Hotel Schema Examples
• Updates to Hotel Attributes in Google My Business
• Changes to Hotel Categories in Google My Business
• Key to Hotel SEO is Reinforcing your Locality
• Guide to Hotel Schema, Structured Data for Hotels

 

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