Zero-Click Searches for Hotels: Why It’s Not Scary and How to Win Big
You’ve probably seen it already. You Google your hotel’s name, or a search like “best boutique hotels near King’s Cross,” and Google answers the question without showing your website first. Welcome to the world of zero-click search.
Before panic sets in, let’s get something clear. Zero-click doesn’t mean zero bookings. It means your potential guest is starting their journey earlier and if your hotel is optimised, that journey ends right at your front door.
Let’s walk through what zero-click really is, why it’s a huge opportunity and exactly how your hotel can take full advantage of it.
What Is a Zero-Click Search?
A zero-click search is when Google provides the answer to a user’s query right in the search results, without the person needing to click any further.
For hotels, this often means:
Your hotel showing up in the local map pack
An FAQ pulled into the “People Also Ask” box
A featured snippet from your blog
Your Hotel Knowledge Panel displaying rates, reviews and availability
These results can dominate the screen. And while they might not drive immediate clicks, they drive something more important: trust and visibility.
Google Business Profile vs Hotel Knowledge Panel
These two work together but they’re not the same.
Your Google Business Profile is what you manage. It’s your dashboard where you update amenities, add photos, answer Q&A, post offers and respond to reviews. It’s your hotel’s control centre in Google’s ecosystem.
The Hotel Knowledge Panel is what people see when they Google your property. It’s the big box that shows your hotel’s name, address, room rates, star rating and booking links. It pulls data from your Business Profile, OTAs, your website’s structured data and Google Travel listings.
The more complete and accurate your Google Business Profile is, the better your Knowledge Panel looks and the more control you have over how your hotel is perceived.
Why Hoteliers Should Embrace Zero-Click
This isn’t a threat. It’s a fresh way to show up.
When your hotel appears in zero-click features, it tells Google and potential guests that your brand is relevant, helpful and trustworthy. And even if someone doesn’t click right away, you’ve already entered their decision-making process.
Done right, zero-click visibility builds your authority before anyone even reaches your website.
Three Search Trends Hoteliers Can’t Ignore
1. “Near Me” Is the New Homepage
Searches like “hotels near Oxford Street” or “romantic hotel near Covent Garden” trigger local results and Google Maps listings. If your hotel doesn’t appear there, you’re not in the game.
2. Voice Search Is Reshaping Guest Behaviour
People are using voice assistants to ask questions like “Does The Montjoy have a pool?” or “What time is check-out at Hotel Seaside?” These conversational queries rely on your Google Business Profile, website FAQs and schema.
3. AI Search Is Rolling Out Fast
Google’s Search Generative Experience is already blending AI with traditional search. It’s pulling answers from top-performing content. That means the better your content is structured, the more likely it is to power AI summaries.
How Your Hotel Can Win in a Zero-Click World
Optimise Your Google Business Profile
Add your full amenity list and all service options
Include up-to-date, high-quality photos (not just of rooms, but breakfast, rooftop views and communal spaces)
Use the Q&A feature to proactively answer guest questions
Post offers, menus or updates regularly to keep your listing active
Build a Proper FAQ Page
Don’t bury important information in long paragraphs. Create a structured FAQ page that answers things like:
What time is check-in and check-out?
Are pets allowed?
Do you have vegan options?
Is the hotel walking distance from public transport?
Use FAQ schema so Google can feature your answers directly in search results.
Write Blog Content That Solves Problems
Guests are asking real questions, and your blog can be the answer. Think about topics like:
Best brunch spots near your hotel
Free things to do with kids near [your location]
What to pack for a city break in spring
Use headers and bullet points so Google can easily pick up your content.
Not sure where to start? We’ve created a list of 50 blog post ideas for hotels and serviced apartments designed specifically to boost visibility in search.
Use Schema to Trigger Rich Results
Implement structured data on your website for:
Your homepage and room pages
FAQs
Reviews
Events and restaurant nights
This helps Google understand your content and display it more prominently.
Encourage and Showcase Reviews
Reviews boost trust and help Google determine your relevance. Include them on your website using first-party review plugins. Actively ask guests to leave feedback on Google and Tripadvisor. And respond, always!.
Frequently Asked Questions
What is a zero-click search?
It’s when the user gets their answer directly on the search results page, without needing to click through to a website. For hotels, this includes map listings, featured snippets, and your Hotel Knowledge Panel.Is zero-click bad for hotel websites?
Not at all. When optimised properly, zero-click improves your visibility and builds trust earlier in the guest journey. It often leads to more qualified traffic and better conversion rates.How do I get my content to appear in zero-click results?
Focus on structured content. Optimise your Google Business Profile, add FAQ schema to your website, and publish blogs that answer real guest questions in a clear and scannable format.Should I still invest in blog content?
Yes, absolutely. Blog posts help power featured snippets, AI-generated answers and voice search. They are still one of the most powerful tools for hotel SEO.
Final Thought
Zero-click search is not the end of SEO. It’s the next level!
It’s your chance to show up early in the guest journey, answer their questions before they even know they need to ask and make your brand feel helpful, polished and present.
If you want your hotel or serviced apartment to thrive in this new search landscape, start with the basics:
Nail your Google Business Profile.
Build a high-impact FAQ page.
Write the kind of blog content that guests and search engines love.
At The Hotel Marketing Playbook, we help independent hotels and serviced apartments turn search visibility into bookings. Whether you need content strategy, SEO consultancy or done-for-you blog writing, get in touch!
Let’s make your hotel the one that gets seen, remembered and booked before anyone else even shows up.
Need support optimising your hotel’s visibility in zero-click search?
We help hotels and serviced apartments strengthen their presence across search results and turn visibility into direct bookings.
Get in touch to find out how we can support your strategy.