Google Business Profile hotel descriptions: A frustration for hoteliers

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In the ever-evolving digital landscape, maintaining an accurate and appealing online presence is crucial for businesses, especially in the hospitality industry. Hotels, in particular, rely heavily on their online profiles to attract potential guests. However, recent developments have left many hotel owners frustrated and disillusioned with Google’s support system and/or future changes to the business description of hotels on Google Business Profiles.  


Google Business Profile Hotel description text

Hotel owners use Google Business Profiles to provide potential guests with essential information about their properties and it is an essential part of a healthy Hotel SEO strategy. 

Hotels are, as far as I know, the only business typology that can’t edit the description of the hotel. Yes, you heard right. Google will write the description of the hotel based on available information from “trusted sources”. Below you can see an example of the hotel description, called “Hotel details” in the Knowledge Panel of the hotel. 


Example of a GBP hotel descritpion


It is very common to find this description to be outdated, extremely unappealing, and containing errors and inaccuracies. Over the years, we’ve come across the most incredible examples.  

In order to solve this problem, remember the hotel can not edit their own information, one must contact Google Support and explain the issue. You are probably aware of how dreadful Google Support is, (especially when it comes to hotels) so be prepared to exchange several emails with Support before they even understand the issue. 

Once understood, Google Support would scale it to the corresponding department. In the case of hotel descriptions, my understanding is that the writers are located in Google’s offices in New York. It would take anywhere from one week to a month to resolve it. 

However, in March 2024, after contacting Google Support in order to modify inaccurate information on the hotel description of a client, we received the following answer from them:


The translation of the key part to their reply:

“After reading your email, we understand that your concern is related to the editorial summary. We wish to inform you that we’re changing how we manage hotel details on Google Hotels. This means hotels will no longer be able to add or edit hotel details. We apologize for any inconvenience and thank you for your continued partnership.”


Google Business Profile Hotel Description Held Hostage

“Hotels will no longer be able to add or edit hotel details.” 

This decision has sparked a wave of criticism from business owners who feel that their ability to manage their online presence has been severely hampered.

Our Hotel SEO colleague Nevena Ivanova started a threat on the official Google Business Profile Help Community in hopes of verifying whether this information is correct as well as trying to correct the hotel description for one of her clients. 


Google Business Profile help forum screenshot

This was back on March 18th, 2024 and two months later we still have no reply. 

Despite numerous requests for assistance, Google Support maintains that it is no longer possible to update these descriptions. This lack of flexibility and responsiveness from a tech giant like Google is particularly disappointing given the importance of accurate and up-to-date information for hotels striving to attract guests.

Hoteliers rely on precise descriptions to highlight unique features and attract potential customers. Google’s inability to provide a solution undermines these efforts, affecting businesses’ online presence and customer perceptions. This situation underscores a broader issue: Google’s occasional disconnect from the real-world needs of businesses relying on its platforms for visibility and growth.


The Impact on Hotels

The inability to update descriptions on Google Business Profiles can have several negative consequences for hotels:

  1. Outdated Information: Hotels frequently update their amenities, services, and special offers. Without the ability to edit descriptions, potential guests may be misled by outdated information, leading to dissatisfaction and negative reviews.
  2. Branding and Marketing: A well-crafted description is a powerful marketing tool. It allows hotels to convey their unique selling points and attract their target audience. The inability to update this information can result in missed opportunities and a weaker online presence.
  3. Competitive Disadvantage: In a highly competitive industry, staying ahead of the competition is crucial. Hotels that cannot update their descriptions may find themselves at a disadvantage compared to those who can provide the most current and appealing information on other platforms.
  4. Frustration and Powerlessness: For hoteliers, being unable to control their Google Business Profile description is simply frustrating. It creates a sense of powerlessness and undermines their ability to manage their online presence effectively.

This lack of control over such fundamental information is a major concern for businesses, especially hotels in today’s competitive landscape. An accurate and up-to-date description is essential for attracting guests. It’s the first impression potential customers get on Google Search and Maps, and it can make or break their decision to book with you.


The hospitality industry is built on trust and accurate information. By preventing hotels from updating their descriptions, Google is inadvertently damaging the very foundation of this trust. It is imperative that Google listens to the concerns of business owners and takes swift action to rectify this issue. Until then, hotel owners will continue to face unnecessary challenges in managing their online profiles, ultimately affecting their ability to attract and retain guests.

We urge Google to address this issue and reinstate the ability for businesses to edit their descriptions on Google Business Profile. Hoteliers, and all business owners for that matter, deserve to have accurate and up-to-date information displayed on this crucial platform.

In the meantime, is anyone out there facing similar problems? Share your experiences in the comments below, and let’s keep the pressure on Google to find a solution!

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