For small accommodation owners, getting noticed online is crucial – and with Google owning over 90% of the global search market, it’s where your guests are looking. Let’s talk about how you can improve your visibility on Google and turn that into more direct bookings. 

How Your Property Shows Up on Google 

Your accommodation can appear on Google Maps when guests search for your name or more general terms like “B&Bs in [your city].” However, Google gives priority to properties that show their rates and availability – and OTAs (Online Travel Agents) are experts at making the most of this.  

OTAs like Booking.com and Expedia spend billions advertising on Google. They know when to increase their ad spend, like early in the year when travellers are booking summer stays. They have full access to your availability and sometimes even drop rates or offer exclusive deals to secure more bookings. This often means that potential direct bookings are taken by the OTAs instead. 

Take Back Control with Free Booking Links 

Direct rates and availability are the key to controlling your bookings, and Google’s free booking links are a complete game-changer. These links let you display your direct rate right next to the OTA rates, giving you a fighting chance to win those bookings back.  

The best part? These links are commission-free, so you keep all the revenue. At freetobook, we’ve seen over 140,000 bookings come through these links since they launched in 2021. But many small accommodations miss out because their direct rate isn’t competitive enough. Make sure your direct rates are better than, the OTAs. 

Increase Your Direct Bookings 

One powerful tactic is to close out high-demand dates on OTAs and keep them open on your direct channels, like your website and Google’s free booking links. Free booking links show your direct rates, so when OTAs are closed, your direct rate becomes the only option available, driving guests straight to you. Most channel managers allow you to restrict availability on OTAs while keeping your direct channels open, giving you more control over your bookings and revenue. 

Improve Your Visibility with Google Hotel Ads 

Free booking links also work together with Google Hotel Ads. If you’re paying for Hotel Ads, you’ll appear in both the paid ad section and the free booking links below, doubling your visibility and giving guests a clear choice. The combination increases your direct bookings while cutting down your ad costs – we have seen between 20-50% of bookings from Hotel Ads come through the free links.  

Focus on Your Reviews 

Once you’ve got visibility, the next step is conversion. Your review score on Google is one of the biggest factors here. Recent, positive reviews will make a real difference, turning potential guests into confirmed bookings. Encourage happy guests to leave a review; it’s a small effort that pays off big time. 

By making the most of Google’s free tools, adjusting your rates and availability, and focusing on reviews, you can take back control from the OTAs and increase your direct bookings. It’s about working smarter, not harder – and even the smallest change can make an enormous difference.