In short, there are three key ways to get your holiday cottage listed on Google Vacation Rentals:
- Partnering with a Google-friendly OTA such as Tripadvisor/Holiday Lettings or PlumGuide
- Working with a Google approved connectivity partner such as RentalsUnited or eviivo
- Building a direct integration with Google (but only if you manage 5,000+ properties)
Keep reading to learn more about this innovative travel service, why it’s different to Google Business Profile, the benefits of inclusion and more information on the ways to get your property onto the platform.
Holiday home owners and short-term rental agencies have been tantalised by the prospect of promotion via Google Travel, ever since vacation rentals were given a distinct category separate from hotels in 2019.
Since then, property managers have tried to gain space on this valuable web real estate but the route to listing on Google Vacation Rentals has not been easy.
Although it’s still tricky for individual property owners and smaller agencies to get featured, Google is slowly opening the door to more and more businesses as it attempts to square up to the dominant online travel agents (OTAs) such as Airbnb and Vrbo.
To compete in this sector, Google knows it must widen its appeal and do what it can to welcome individual owners and small agencies.
That’s why, almost five years in, it now may be the time to make the jump and secure your presence on this increasingly prominent service as part of a comprehensive tourism marketing strategy.
To help you on your way, we present our low-down on Google Vacation Rentals and how to secure a listing for your holiday cottage or short-term rental on the platform.
What are Google Vacation Rentals?
Google Vacation Rentals is a part of the Google Travel suite of holiday search tools, which includes flights and hotels. It is Google’s answer to metasearch tools such as Kayak and Trivago, and an attempt to take a slice of the vacation rental pie dominated by the likes of Airnnb and Bookings.com.
Like these other services, Google does not manage or deal with the properties. It simply provides a way for holiday homes and vacation rentals to appear in travel searches on the Google network.
Where do Google Vacation Rentals Appear?
Google Vacation Rentals are accessible via:
- A search directly on Google Search
- A search on Google Maps
- By clicking the Vacation Rentals tab on Google Travel
When you search for vacation rentals (or alternate terms like holiday rentals in the UK and other local variations) for a specific location in the Google search engine search bar, the property listings appear towards the top of the search results page. This is usually a small box of rental snippets with images, reviews and prices, alongside a map dotted with a limited range of options in the area.
Hitting ‘View all properties’ whisks you away to a dedicated Google Vacation Rentals page. This page presents a much longer, paginated list of rental properties, with more information for each, alongside a map of all listed properties.
Clicking on ‘View Details’ for any of the properties reveals the full listing, with detailed information, a gallery of images and the opportunity to search availability and then book through partner websites.
What’s the Difference Between Google Vacation Rentals and a Google Business Profile?
Here’s a crucial distinction for holiday home owners—Google Vacation Rentals is not the same as a Google Business Profile (formerly Google My Business). Listing your property on Google Business Profile won’t automatically make it appear on Google as a vacation rental property.
In fact, it is against Google’s guidelines to create a Google Business Profile for individual holiday properties. These profiles are reserved for local businesses with premises manned by staff. Hotels and holiday cottage agencies with a reception or central office qualify, but single holiday cottages don’t.
What are the Benefits of Listing on Google Vacation Rentals?
When you get listed on Google Vacation Rentals, your property inherits Google’s massive visibility and unarguable trust. This secures a position on Google Travel, alongside Google Flights and Google Hotels. As a forward-thinking vacation rental provider, it makes sense to embrace the unparalleled reach of Google. It also perfectly complements a local SEO strategy and promotion in Google Ads for maximum visibility.
Here are some of the reasons why you should consider channelling your property onto the platform so it’s available for a vacation rental search:
1. Magnify Your Global Presence
Google’s immense platform connects you with millions of potential travellers every day. By displaying your rental on Google, your property has the potential to gain global visibility, instantly reaching a vast audience seeking unique and memorable experiences.
2. Captivate a Targeted and Intent-Driven Audience
Where else can you reach individuals actively planning their travels, eager to compare options, and ready to book? Google provides direct access to highly qualified travellers who are actively conducting a rental search, maximizing your chances of securing bookings from genuine holidaymakers.
3. Generate Direct Bookings, Commission-Free
Unlike other booking platforms, Google doesn’t charge fees for connecting users with your rentals (although your connecting service might). This lets you take direct bookings on your vacation rental website, reaping the full rewards without commission deductions. It streamlines the whole booking process for guests wishing to stay with you.
4. Foster Brand Loyalty Through Visibility
Your vacation rental brand will take centre stage on Google. Showcase your unique offerings and build brand recognition, expanding your reach to travellers seeking authenticity and personalised experiences.
5. Enhance the Guest Experience
By partnering with Google, you retain complete control over the guest relationship. Handle payments, manage communication, and nurture your relationship with travellers from start to finish, ensuring a seamless and memorable experience that sets your brand apart.
How do You Get a Property Listed on Google Vacation Rentals?
As we stated at the start of this article, there are only really three routes to gaining entry into Google Vacation Rentals. Direct listing is, sadly, not currently available. Let’s examine the options in more detail.
1. Partnering with a Google-friendly OTA
A selection of the large OTAs (Online Travel Agencies) enjoy a direct connection for the display of their properties on Google. OTAs in Google’s good books include travel giant Tripadvisor/Holiday Lettings and specialist websites such as Plum Guide. An entry on Airbnb, Vrbo, Booking.com or Expedia no longer gets your property onto Google Vacation Rentals (even though these websites are sometimes linked as ‘additional results from the web’ on listings already connected by a qualifying service).
2. Working with a Google approved connectivity partner
If you’re lucky, you will use a property management tool or channel manager that has been approved as a Google connectivity partner. Well-known partners include Rentals United, Lodgify or eviivo, which effectively relay your property listings to Google. These are simply the connectors that synchronise property information and availability. The bookings take place directly on your own website. See Google’s list of approved connectivity partners.
3. Building a direct integration with Google
Property managers with a large portfolio of 5,000+ properties are allowed to build a direct integration with Google. This is a huge technical challenge and requires the help of developers or software engineers, so it is only really viable for companies that manage thousands of rentals.
So, even though Google is slowly opening its doors to allow more connections, you still need to be willing to jump through one of these hoops to display your vacation rental on Google.
To Wrap Up
Securing a spot for your holiday let on Google Vacation Rentals is getting easier, but it still takes some effort. You have three options depending on your size and the systems you currently use to manage your properties. But considering the increased booking prospects of appearing in the Google search results, it’s an opportunity you can’t afford to ignore. With a clear strategy and a little grit, conquering Google Vacation Rentals is finally within reach of every holiday rental owner.
For help promoting your holiday rental or holiday cottage agency on Google – whether on Google Travel, Maps, Search or Paid Ads – please get in touch to learn how we can assist you on your journey to more direct bookings.
