Booking sites · Inns and B&Bs · Vacation rentals

Google: free booking links and your own website

Google can show your rates and a link to book on your own website right in Search and Maps. Those free booking links cost nothing, and no one can pay to rank higher in them. Hotel Ads are the paid version. For a small property, it almost always runs through your booking software, which sends your rates to Google.

What hosts pay
Free booking links. Hotel Ads are paid
Best for
Inns and B&Bs, Vacation rentals
Connects through booking software
Yes, 19 booking systems covered here list it
Your own website
Yes. Free booking links can send guests to book on your own website.

Fees and rules checked October 2026

From the front deskAt Comal Inn, Google is a small but real source of bookings, and eviivo sends our rates there.

Who lists on Google

Hotels, inns and B&Bs, plus vacation rentals from property management businesses with a direct booking website.

What it costs

  • Free booking links are free. Google doesn’t charge for the listing or for clicks, and rankings can’t be bought.
  • Hotel Ads are paid. They’re marked “Ads” and sit alongside the free links.
  • Becoming a vacation rentals partner on Google is free, with no ad spend required. Your booking software or connection provider may charge for the connection.

Your own website and guest contact

  • Without a connection, your Google Business Profile shows your property on Maps and Search, but without prices.
  • Google isn’t taking new direct connections from individual hotels right now. Rates go through a connectivity partner, like your booking software or channel manager.
  • For vacation rentals, Google wants a registered property management business with a direct booking website, or a listing on a booking site that’s connected to Google. Direct connections need at least 500 properties. Smaller managers go through a connectivity provider. Shared rooms, partial houses and peer-to-peer rentals aren’t eligible right now.

How it connects

Ask your booking software if it sends your rates to Google. Many do, sometimes as an add-on. Once your rates are flowing, Google can show a link that books on your own website.

Most booking software also works as a channel manager, so your rates and open dates stay in sync here, on your own website and on every other site you connect. How that works, with Comal Inn's setup.

Booking software covered on Firsthand Stays that lists Google:

What I’d do

Google is the one booking site here that can send guests straight to your own website. If your booking software connects to Google, turn it on and keep your Business Profile up to date. Your own site has to load fast and book easily, because that’s where the link lands.

Questions

Are Google free booking links really free?

Yes. Google doesn’t charge for the listing or for clicks. Your booking software may charge for the connection.

How do I get my rates on Google?

Through a connectivity partner, like your booking software or channel manager. Google isn’t taking new direct connections from individual hotels right now.

Can I list my vacation rental on Google?

If you’re a registered property management business with a direct booking website, through a connectivity provider. Your rental can also show on Google through a booking site that’s connected to it.

Can I pay to rank higher in free booking links?

No. Free booking links can’t be bought. Hotel Ads are the paid option, and they’re marked “Ads.”

Sources

From Google's own website and help center unless noted, checked October 2026. Fees and rules change, so confirm with Google before you decide. Firsthand Stays isn't affiliated with Google.

Other booking sites

All booking sites

Keep Google. Add a direct option.

A direct booking website runs on the same booking software as your channels, so rates and dates stay in sync everywhere.

See direct booking websites