Quick answer: Claim and verify your Google Business Profile, set the correct lodging category, fill in every attribute field, upload at least 20 photos, and match your name, address and phone number exactly across every platform where your property is listed. Google AI Overview draws primarily from Google’s own data, so a complete and verified GBP is the most direct path to appearing in AI hotel recommendations.

Why Google Business Profile matters more than you think

Most hotel operators think of Google Business Profile as “the map listing”. It is much more than that.

Google AI Overview — the AI-generated summary that appears above all other search results for queries like “best boutique hotels in [city]” — is generated by Google’s Gemini model, and that model trusts Google’s own data sources above everything else. Your GBP is the most authoritative signal Google has about your property.

When someone asks Google “where should I stay in Porto?”, the AI does not primarily read your website. It reads what Google already knows about you from your GBP, Google Maps, Google Reviews, and the consistency of that data across the web.

The GBP optimisation checklist

Step 1: Claim and verify

If you have not claimed your GBP listing, do that first. Go to Google Business Profile manager and search for your property. If a listing exists but you don’t control it, request ownership. Verification typically happens via postcard, phone or email.

An unclaimed listing can still appear in Google results, but Google gives it significantly less weight and you cannot edit it.

Step 2: Choose the right category

Your primary category should be as specific as possible:

  • Hotel
  • Bed and breakfast
  • Boutique hotel
  • Aparthotel
  • Hostel
  • Vacation rental

Avoid generic categories like “Lodging” unless nothing more specific applies. The category tells Google — and therefore Google’s AI — exactly what type of property you are.

You can add secondary categories. A hotel with a restaurant should add “Restaurant” as a secondary category.

Step 3: Complete every attribute

GBP has dozens of attribute fields. Most properties leave the majority blank. Fill in all that apply:

Accessibility: wheelchair accessible entrance, lift, accessible parking Activities: swimming pool, gym, hot tub, golf course, beach access Amenities: free WiFi, parking, air conditioning, bar, restaurant, spa, business centre Children: children’s menu, high chairs, play area Dining: in-house restaurant, breakfast available, room service Highlights: boutique hotel, eco-friendly, family-friendly, adults only, pet-friendly Payments: accepted card types, cash accepted Planning: check-in time, check-out time, NFC payment

These attributes become the “amenityFeature” signals that AI systems use to match your property to queries like “pet-friendly hotels with a pool in Tuscany”.

Step 4: Match your NAP exactly

NAP stands for Name, Address, Phone. These three fields must match exactly on:

  • Your GBP
  • Your hotel website
  • Booking.com
  • TripAdvisor
  • Expedia
  • Airbnb (if applicable)
  • Any other directory where you’re listed

“Exactly” means: same spelling, same abbreviations (or lack of them), same phone format, same street address format.

If your website says “Hotel Mirador” but your GBP says “Mirador Hotel & Spa” and Booking.com says “Hotel Mirador & Spa Barcelo”, you have three different entity names. AI systems cannot confidently say these are all the same property.

Step 5: Upload at least 20 photos

Google recommends a minimum of 10 photos, but 20 to 30 performs significantly better for AI visibility.

Photos to include:

  • Exterior: front of building, entrance, parking area
  • Reception and lobby
  • Each room type (minimum two photos per type)
  • Pool, gym, spa, restaurant if applicable
  • Views from the property
  • Common areas

Name your photo files descriptively before uploading. AI systems can read photo metadata, but descriptive filenames help: “pool-overlooking-port.jpg” is better than “IMG_2847.jpg”.

Step 6: Build your review volume

Aim for at least 50 Google reviews. Properties with fewer than 20 reviews are typically excluded from AI recommendations even if everything else is correct.

Quantity matters, but so does specificity. Reviews that name your property type, location and specific amenities (“we loved the rooftop pool at Mirador”) are more useful to AI systems than generic praise (“great stay”).

When responding to reviews, include the property name and a specific attribute naturally: “Thank you for mentioning the sea-view terrace — it’s one of our favourite spots too.” This creates searchable, AI-readable content from your response.

Step 7: Keep your listing updated

GBP lists show opening hours, seasonal closures, and special hours. Keep these accurate. AI systems check this data before recommending a property, and a listing showing incorrect hours or “temporarily closed” status will be excluded.

Add posts to your GBP monthly. A post with a property photo and a brief description of something seasonal or noteworthy keeps the listing active and signals to Google that the property is operating normally.

After GBP: the next three steps

A complete GBP is the foundation. The next three steps that compound it:

  1. Schema.org Hotel markup on your website (see: What schema markup does a hotel need)
  2. An llms.txt file at your domain root (see: What is llms.txt for hotels)
  3. A review strategy that builds attribute-specific language (see: How do reviews affect AI search)

See also: Get found: the technical playbook | Why isn’t my hotel in Google AI Overview