5 schema markup fields most hotels never fill in and what each one unlocks in Google.
If your hotel uses any structured data, it's probably the basics: Organization schema, address, phone number. That's the floor. Here's the ceiling:
- AggregateRating + Review schema → Star ratings appear directly in search results. Your listing visually outshines competitors who only show plain blue links.
- Hotel + amenityFeature → Each amenity (pool, spa, parking, pet-friendly, EV charging) becomes a filterable attribute Google can match against searches like "pet-friendly hotel near me."
- Offer + priceRange → Pricing appears in the rich result. Cuts pre-click drop-off because guests see your range before clicking.
- FAQPage → Your FAQ questions appear as expandable accordions in search results. Massive SERP real estate take-up. Also: this is the schema AI models cite first.
- Event → On-property events (live music, wine tastings, holiday programming) get their own rich result, surface in Google Events search, and feed into local search packs.
This is 2 hours of work for a developer. The compounding returns are years.
Most independent hotels haven't done it because no one told them to. The ones that have are getting cited by ChatGPT, ranking higher in local search, and converting at higher rates because their listings look more legitimate than the OTA aggregators above them.