How to Get More Direct Bookings for Your Airbnb by Listing on Google

Want more bookings for your Airbnb or short-term rental without paying extra commission? One of the most overlooked tools to grow your visibility, build credibility, and encourage direct bookings is Google Business Profile (formerly Google My Business).

Many hosts think platforms like Airbnb, Booking.com, and VRBO are enough. But here’s the truth: if your property doesn’t show up on Google Search and Google Maps, you’re invisible to a massive share of potential guests. Whether you're hosting a single flat or managing a portfolio of serviced apartments, being visible on Google is essential.

In this guide, we’ll walk you through why Google Business Profile matters for Airbnb hosts, how to set it up properly, and how to use it to drive more bookings — especially direct ones.

Why Airbnb Hosts Should Care About Google Business Profile

You'll Appear in Google Search and Maps

Most travellers begin their accommodation search on Google — not Airbnb. When someone types “places to stay in York” or “short stay apartment near Bath station,” Google shows a local map with listings beneath it. These are not Airbnb listings. They’re businesses that have claimed their Google Business Profile.

Having your property listed here means you can capture bookings from people who haven’t yet chosen a platform — or who are looking to book direct.

Direct Bookings = Higher Profits

When a guest books through Airbnb, you lose up to 15% in service fees. Google Business Profile allows you to link to your direct booking website. That means when a guest finds you through Google, they can book with you directly — saving you money and giving you more control over the guest relationship.

If you don’t yet have a direct booking site, many platforms make it easy to set one up. Lodgify, Uplisting, Boostly, and others offer professional-looking templates integrated with payment systems and calendars.

Build Trust with Reviews and Real Photos

Google reviews are powerful. Even if someone finds you on Airbnb, chances are they’ll Google your name before they book. If you don’t have a verified presence, they might find outdated or incorrect info — or worse, nothing at all.

With a Google Business Profile, you can collect guest reviews, display your own high-quality images, and control the first impression your guests get when they search for your brand or location.

Compete with Hotels

Hotels know the power of Google — that’s why they dominate local search results. But short-term rentals can do the same. Listing your serviced apartment or holiday let on Google puts you directly in front of guests comparing all their options in your area. And because travellers increasingly want space, privacy, and home comforts, many will choose a well-presented apartment over a traditional hotel — if they see it.

Stay in Control of Your Online Presence

Even if you haven’t listed your property, Google might auto-generate a location for it. These unclaimed listings often include the wrong details and can damage your reputation. By setting up your own profile, you’re ensuring your name, contact details, photos, reviews, and booking link are accurate and up to date.

What Type of Properties Can Be Listed?

If you’re wondering whether you’re eligible, the good news is: most Airbnb-style properties can be listed on Google Business Profile.

You qualify if:

• Your guests stay at a physical property.

• You offer real-world services (e.g. check-in, self-check-in, or in-person support).

• You can receive post at the property address (for verification).

This includes:

• Entire apartments or houses used for short-term lets

• Serviced accommodation blocks

• Boutique holiday lets

• Multi-unit brands with direct booking websites

Even if your guests never meet you in person, that’s fine — self check-in still counts.

How to Set Up Your Airbnb on Google

Step 1: Go to Google Business Profile

Visit google.com/business and log in with your Google account.

Step 2: Add Your Business Name

Use your actual brand name or the name of your property — for example, “Mill Street Apartment – Oxford” or “Brighton Beachfront Let.” Avoid keyword stuffing like “Best Airbnb in Brighton” as it goes against Google’s terms.

Step 3: Choose Your Category

Choose a relevant category such as:

• Holiday Apartment

• Serviced Apartment

• Vacation Home Rental Agency

This helps Google know how to classify your business.

Step 4: Enter Your Property Address

Input your property address. Google will use this to verify your business by post, so it must be accurate. If you’re listing more than one property, you can set up multiple listings or use a brand name as an umbrella.

Step 5: Add Your Contact Info and Website

Enter your booking phone number and website link. If you don’t have a direct site, you can use your Airbnb listing for now — but a direct booking link is strongly recommended for long-term success.

Step 6: Verify Your Listing

Google will post a verification code to your address. Once you receive it, enter it online to complete setup.

How to Optimise Your Google Profile for Bookings

Creating a profile is only the start. You now need to turn that listing into a conversion machine.

Upload High-Quality Photos

Images sell. Upload clear, well-lit photos of each room, the building exterior, nearby attractions, and any unique features like balconies, fireplaces, or garden spaces. Avoid stock photos — they feel impersonal.

Update images seasonally to reflect how your property looks at different times of year. This makes your profile feel active and current.

Write a Clear, Friendly Business Description

Explain what makes your accommodation unique, who it’s best suited for, and what guests can expect. Keep it human and approachable. This is your chance to make a connection before they’ve even clicked your website.

Enable Messaging and Bookings

Turn on Google’s messaging feature so guests can reach out with questions. If your booking software supports it, integrate a booking link that allows guests to book directly from your profile.

Collect and Respond to Reviews

Encourage happy guests to leave a Google review — especially if they booked directly. Many property managers send a quick post-stay email or WhatsApp message with a link to review.

Always respond to reviews, even brief ones. Thank people for positive feedback, and handle negative reviews professionally. It shows future guests that you care.

Post Regular Updates

Google lets you share updates, offers, or news — similar to social media posts. You might share:

• New availability

• Special offers for returning guests

• Seasonal changes or refurbishments

• A guest photo or testimonial

This keeps your listing active and can improve your ranking.

If You Manage Multiple Properties

If you manage several units, set up a Business Profile Manager account. This lets you:

• Group properties under one brand

• Delegate management to your team

• Easily update details across all listings

Some property managers create separate listings for each address, especially in different cities or towns. Others group them under a single brand (e.g. “Stay by the Sea Collection”).

Mistakes to Avoid

• Don’t stuff keywords into your business name — it can lead to suspension.

• Don’t use a virtual office or PO Box — you need a real, verifiable address.

• Don’t leave your listing idle — update photos, respond to reviews, and keep info fresh.

• Don’t forget to link your booking site — this is your biggest opportunity to increase profits.

FAQs

Can I list my Airbnb if I don’t have a direct website?
Yes, but you should work towards getting one. Direct bookings mean higher margins and repeat guests.

Will this help me get more bookings?
Yes — especially local searches, last-minute stays, and direct bookings. It’s also key for trust and brand visibility.

Is Google Business Profile really free?
Yes. Everything mentioned in this article is free and widely used by smart property managers.

Can I do this for just one property?
Absolutely. Even a single property can benefit hugely from the added visibility and control.

Final Thoughts: Why This Matters More Than Ever

The short-term rental space is more competitive than ever. Airbnb hosts and serviced apartment operators can no longer rely on listings alone. Google controls how most people begin their travel planning — and if you’re not showing up there, you’re missing opportunities daily.

Creating and optimising your Google Business Profile takes less than an hour but can bring long-term rewards: more bookings, fewer fees, greater guest trust, and full control over your online presence.

So if you haven’t already, take the time to claim and optimise your Google Business Profile today. It might be the most profitable hour you spend this year.