What schema markup does a hotel need for AI search visibility?

Hotel schema markup is structured data added to your website that tells AI systems what type of property you are, where you are located, what amenities you offer, and how to identify you. For AI search visibility, the most important schema types are Hotel (or LodgingBusiness), PostalAddress, and GeoCoordinates. Schema markup should be added as JSON-LD in your page head and validated with Google's Rich Results Test. A hotel without schema markup is harder for AI to confidently identify, which reduces the likelihood of appearing in recommendations.

Hotel schema markup guide for AI search

What does schema markup stop an assistant having to guess?

Schema markup matters because it gives ChatGPT, Perplexity and Google AI Overview reliable, structured information directly from your website, rather than leaving them to infer what type of property you are, where you are, and what you offer from unstructured text.

Without it, the AI has to guess. With it, you remove ambiguity and give the model a clear, machine-readable description.

What is the minimum viable schema set for a hotel?

The minimum viable schema set for a hotel has three parts: Hotel (or LodgingBusiness) schema, a PostalAddress, and GeoCoordinates.

1. Hotel (or LodgingBusiness)

The core schema type. Use Hotel if you are a hotel; LodgingBusiness works as a fallback for property types without a more specific schema type.

{
  "@context": "https://schema.org",
  "@type": "Hotel",
  "name": "Your Exact Hotel Name",
  "description": "A two-to-three sentence description of your property.",
  "url": "https://yourdomain.com",
  "telephone": "+41 XX XXX XX XX",
  "email": "reservations@yourdomain.com",
  "address": {
    "@type": "PostalAddress",
    "streetAddress": "12 Example Street",
    "addressLocality": "Lausanne",
    "postalCode": "1003",
    "addressCountry": "CH"
  },
  "geo": {
    "@type": "GeoCoordinates",
    "latitude": 46.5197,
    "longitude": 6.6323
  },
  "starRating": {
    "@type": "Rating",
    "ratingValue": 4
  },
  "amenityFeature": [
    { "@type": "LocationFeatureSpecification", "name": "Free WiFi", "value": true },
    { "@type": "LocationFeatureSpecification", "name": "Restaurant", "value": true }
  ],
  "priceRange": "$$"
}

2. PostalAddress

Already included in the Hotel schema above, but make sure the address you use here exactly matches what appears on every other platform (Booking.com, TripAdvisor, Google Business Profile). Consistency across sources is what helps AI identify you as a single entity.

3. GeoCoordinates

Coordinates help AI systems place you precisely on a map, which improves relevance for queries like “best hotel near the old town in Lausanne.”

Where should you add schema markup on your site?

Add your schema markup as a <script type="application/ld+json"> block in the <head> of your homepage, and repeat it (or a version of it) on each room type page.

How do you validate your schema markup?

Use Google’s Rich Results Test to validate your implementation, and fix any errors before moving on.

What are the most common schema markup mistakes?

The three most common mistakes are name inconsistency, missing geo coordinates, and no amenityFeature markup.

Name inconsistency. The name in your schema should be identical to the name on your Google Business Profile, Booking.com listing, and TripAdvisor page.

Missing geo. Without coordinates, location-based queries (“hotel near the lake”) are harder for AI to match to your property.

No amenityFeature. Travellers ask AI for “hotels in Lausanne with a pool” or “boutique hotel with a rooftop terrace.” Without amenityFeature markup, you cannot be matched to these queries.