Why Your Hotel's Google, Apple & Bing Profiles Are Key to More Direct Bookings
Imagine this: A potential guest searches for “best boutique hotel near Covent Garden” or “luxury stay in the Lake District.” If your hotel isn’t optimised on Google Business Profile, Apple Maps, or Bing Places, you’re handing those bookings to your competitors or an OTA. Today, visibility is everything. These platforms are your digital shop windows, and a well-managed profile can mean the difference between an empty room and a fully booked season. Let’s dive into how you can take control, drive more direct bookings, and stop giving OTAs all your revenue.
Google Business Profile: Your 24/7 Digital Receptionist
Google Business Profile (GBP), formerly known as Google My Business, is a powerful, free tool that lets your hotel own its presence on Google Search and Google Maps. Think of it as your front desk – but for the digital world.
Why Google Business Profile is Essential
Boosts Search Rankings & Visibility
A fully optimised GBP helps you climb to the top of search results and appear in the coveted “Local Pack”.Steal Direct Bookings Back from OTAs
Google now allows hotels to add a direct booking link – so guests can book straight with you instead of an OTA.Reviews Influence Guest Decisions
Engaging with reviews (both good and bad) builds trust and convinces potential guests to book.Showcase Your Hotel's Best Features
Gorgeous photos, compelling descriptions, and Google Posts convert browsers into bookers.
How to Optimise Your Google Business Profile
Claim & Verify Your Listing on Google Business Profile.
Ensure Information is Complete & Up-to-Date (address, contact, website, amenities).
Post Regularly to share offers, events, and updates.
Encourage & Respond to Reviews to build credibility and engagement.
💡 Pro Insight: Use Google Business Insights to track how guests find your hotel and optimise your profile based on data.
Apple Maps: The Underestimated Game-Changer
While Google dominates, Apple Maps is growing fast. Millions of iPhone users rely on Siri, Apple CarPlay, and Apple Maps for navigation and travel planning.
Why You Should Be on Apple Maps
Apple Users Are High-Value Travellers
Apple users tend to spend more on travel and prefer premium stays.Direct Bookings with One Tap
Apple Maps now lets hotels add direct booking links, reducing dependency on OTAs.Seamless Apple Ecosystem Integration
Your hotel appears across Siri, iMessage, and Apple Pay, making it effortless for guests to book.
How to Optimise Your Apple Maps Profile
Claim Your Hotel via Apple Business Connect.
Ensure Accurate Location & Contact Details for seamless navigation.
Upload High-Quality Photos & Detailed Descriptions.
Add a Direct Booking Link to make reservations hassle-free.
Bing Places: The Hidden Goldmine
While often overlooked, Bing is the default search engine for millions of users on Windows devices, Edge, and even voice search via Alexa. Corporate travellers and an older demographic are particularly active here.
Why Bing Matters for Hotels
Less Competition, More Visibility
Bing has fewer businesses optimising their listings, giving your hotel a higher chance of standing out.Corporate & Business Travellers Use Bing
Many large companies use Microsoft systems by default, and business travellers rely on Bing-powered searches.Integrated with Microsoft Ecosystem & Alexa
Bing Places syncs with Cortana, Outlook, and voice search, capturing guests who book via voice assistants.
How to Optimise Your Bing Places Listing
Claim or Create Your Hotel Profile at Bing Places.
Import Details from Google Business Profile (Bing allows direct import, saving you time).
Ensure Your Information is Consistent across all platforms.
Monitor & Respond to Reviews, as Bing integrates Tripadvisor reviews.
Don’t Let OTAs & Competitors Win
Your Google, Apple, and Bing profiles are not "set and forget" assets. They are powerful marketing tools that can drive revenue, boost direct bookings, and build guest trust – if you manage them correctly.
Don’t let OTAs steal your guests. Don’t let outdated information cost you bookings.
Take 30 minutes today to review and optimise your hotel’s Google, Apple, and Bing profiles – it could be the easiest revenue win of the year.
FAQ: Hotel Listings on Google, Apple Maps, and Bing Places
1. Why is it important to keep my hotel's Google Business Profile updated?
Your Google Business Profile acts like a 24/7 digital receptionist. If your details are outdated — like wrong hours, old photos, or missing direct booking links — you risk losing bookings to OTAs or competitors. Keeping it fresh boosts your visibility, builds guest trust, and captures direct reservations right when guests are ready to book.
2. How can I add a direct booking link to my Google or Apple Maps listing?
On Google Business Profile, you can manually add a direct booking link under your "Bookings" or "URLs" section. For Apple Maps, claim your listing through Apple Business Connect, and add a reservation URL that points straight to your hotel’s booking engine — no OTA commission needed!
3. Is it really worth listing my hotel on Bing Places?
Yes! Bing Places is a hidden gem, especially for reaching corporate travellers and voice search users through Alexa and Cortana. With less competition on Bing, your hotel can stand out more easily — and it’s free to claim and optimise your profile.
4. How often should I update my hotel listings on Google, Apple, and Bing?
At least once a quarter — but ideally whenever something changes, like offers, events, or amenities. Regular updates, especially adding posts, fresh photos, and responding to reviews, signal to Google, Apple, and Bing that your hotel is active, which helps you rank higher in local searches.
5. Can managing these profiles really increase my direct bookings?
Absolutely. A well-optimised listing can be your biggest ally for direct bookings. Guests trust what they see first — and if your hotel shows up clean, clear, and clickable, many will book with you directly instead of wandering off to an OTA or a competitor.
Ready to Turn Your Listings into Direct Booking Machines?
If you're not sure whether your Google, Apple, or Bing profiles are really working hard enough for you, let’s fix that.
At The Hotel Marketing Playbook, we offer expert audits and fast action plans to help independent hotels and serviced apartments stand out, rank higher, and drive more direct bookings.
Get in touch today for a Listings Audit — and turn more searches into stays!