Hotel Schema Markup: JSON-LD Examples for Your Website

Hotel schema markup is a short block of code, usually JSON-LD, that tells search engines and AI assistants your hotel's name, address, check-in times, rooms and amenities in a format machines read without guessing. It will not put stars or prices next to your listing on its own, but it makes your facts clear and consistent, and that is what search engines and AI tools rely on when they describe you.

This guide explains which types to use, gives you copy-paste examples, and covers what Google changed in 2025 and 2026 so you don't add code that no longer does anything.

Key takeaways

• Use the Hotel type (or a closer one, like a bed and breakfast type) in JSON-LD, which Google lists as its recommended format.
• Mark up only what guests can see on the page. Google says structured data must be "a true representation of the page content."
• FAQ rich results are gone: Google stopped showing them in May 2026. Keep your FAQs for guests and AI answers, not for snippets.
• Don't mark up your own reviews to get stars. Google stopped showing self-serving review stars for local businesses in 2019.
• Prices on Google come from your booking engine, through a connectivity partner and Hotel Center, not from markup.

What is schema markup, and why does a hotel website need it?

Schema markup is a shared vocabulary from schema.org. You describe your business with agreed labels, like checkinTime or numberOfRooms, inside a small script on the page. Guests never see it. Search engines and AI systems read it alongside your normal text.

For a hotel, that matters for three reasons:

1. Your basic facts become unambiguous. Name, address, phone, coordinates and links to your profiles are stated once, in one format.
2. Google can connect your site to your business. Google's local business documentation says this data can feed its knowledge panels in Search and Maps.
3. AI assistants get clean facts. At SMX Munich in March 2025, Microsoft Bing's Fabrice Canel confirmed that schema markup helps Microsoft's LLMs, the models behind Copilot, understand content.

If you already followed our guide to getting your hotel recommended by ChatGPT, schema is the technical layer under the same idea: consistent, clear facts everywhere.

What changed with rich results in 2025 and 2026?

A lot of old schema advice is now out of date. Before you add anything, know what Google has removed:

• FAQ rich results: limited to well-known government and health sites in August 2023, then removed from Google Search entirely on May 7, 2026. Google's documentation says the markup can stay on your pages without causing problems; it just no longer shows the dropdowns.
• HowTo rich results: deprecated in August 2023.
• Other little-used features: in June and November 2025, Google announced it was phasing out several less-used search features and their structured data types, with Search Console support for those types removed from January 2026.

There is also no special markup for AI features. Google's page on AI Overviews and AI Mode says "there's also no special schema.org structured data that you need to add." What it asks for instead is structured data that matches the visible text.

So the goal in 2026 is not a trick for snippets. It is accurate, honest markup that describes your hotel well.

Which schema types should a hotel use?

Google's general guidelines say to use "the most specific applicable type." On schema.org, Hotel sits under LodgingBusiness, which sits under LocalBusiness. In practice, a small hotel website needs only a few types:

• Hotel (or the closest lodging type for you) on the homepage: the business itself.
• PostalAddress and GeoCoordinates inside it: where you are.
• LocationFeatureSpecification for amenities: Wi-Fi, parking, pool, breakfast.
• HotelRoom for each room type, on the rooms page or inside the hotel markup.
• Restaurant if your on-site restaurant has its own page and takes outside guests.

Your blog posts may already have BlogPosting markup from your website platform. This site adds it to every article automatically.

What does Hotel JSON-LD look like?

Here is a starting template. Everything in it is an example: replace each value with your own, and delete any line you can't fill in truthfully. It goes in the homepage HTML, usually in the head.

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "Hotel",
  "name": "Villa Example",
  "url": "https://www.example.com/",
  "description": "A 9-room boutique hotel
    in the old town, 2 minutes
    from the sea.",
  "image": [
    "https://www.example.com/front.jpg"
  ],
  "telephone": "+382 00 000 000",
  "email": "stay@example.com",
  "address": {
    "@type": "PostalAddress",
    "streetAddress": "Example Street 1",
    "addressLocality": "Kotor",
    "addressCountry": "ME"
  },
  "geo": {
    "@type": "GeoCoordinates",
    "latitude": 42.42,
    "longitude": 18.77
  },
  "checkinTime": "14:00:00",
  "checkoutTime": "11:00:00",
  "numberOfRooms": 9,
  "petsAllowed": false,
  "availableLanguage": [
    "English", "German"
  ],
  "amenityFeature": [
    {
      "@type": "LocationFeatureSpecification",
      "name": "Free Wi-Fi",
      "value": true
    },
    {
      "@type": "LocationFeatureSpecification",
      "name": "Breakfast included",
      "value": true
    }
  ],
  "sameAs": [
    "https://www.instagram.com/example/"
  ]
}
</script>

The description is split over lines here only so it fits on a phone screen. In your real file, keep it on one line.

A few notes on the fields:

• name, address, telephone must match your Google Business Profile, your booking engine and your OTA listings exactly. Inconsistent details are one of the problems we cover in 7 technical SEO mistakes.
• geo should be the real coordinates of your entrance. Copy them from Google Maps.
• sameAs lists your official profiles (Instagram, Facebook, TripAdvisor). It helps connect your website to the same business elsewhere.
• starRating exists on schema.org, but add it only if you have an official classification and show it on the page.

How do you mark up your rooms?

Add each room type as a HotelRoom with its beds, maximum guests and size. You can place them inside the hotel markup with containsPlace:

"containsPlace": [
  {
    "@type": "HotelRoom",
    "name": "Sea View Double",
    "description": "Balcony, sea view,
      rain shower.",
    "bed": {
      "@type": "BedDetails",
      "typeOfBed": "Queen",
      "numberOfBeds": 1
    },
    "occupancy": {
      "@type": "QuantitativeValue",
      "maxValue": 2
    },
    "floorSize": {
      "@type": "QuantitativeValue",
      "value": 24,
      "unitCode": "MTK"
    }
  }
]

MTK is the standard code for square meters; use FTK for square feet. The same rule applies here: the room name, beds and size in the markup must be on your rooms page too. If your rooms page is thin, fix the page first. Our hotel homepage guide covers what guests look for.

What about reviews, FAQs and prices?

These three cause the most confusion, so here is the short version.

Reviews. Since September 2019, Google doesn't show review stars for LocalBusiness and Organization markup when the business marks up reviews about itself. Its current local business documentation still says rating and review fields are meant for sites that review other businesses. Show real guest reviews on your site for trust, but don't add aggregateRating to your own hotel markup expecting stars.

FAQs. FAQ rich results no longer appear in Google Search. A clear FAQ section is still useful for guests, and it is exactly the kind of plain question and answer text AI assistants quote. Keep the content; the markup is optional.

Prices. The nightly rates and "Book" options in Google's hotel results come from rate feeds, not your markup. Google's Hotel Center guide says hotel owners share rates through a connectivity partner, such as a booking engine or channel manager. If you want your own site listed there, ask your booking engine whether it connects to Google.

Does schema help ChatGPT and AI search?

It helps, but it is not magic. Microsoft has said schema helps its models understand content. Google says you need no special markup for its AI features and asks that your structured data match the visible page. Neither says markup alone will get you mentioned.

What AI tools need most is the same thing guests need: clear, current facts on your own website, repeated consistently on your Google profile and listings. Schema puts those facts in a form that is hard to misread. For hotels on the Adriatic, where many guests search in other languages, that consistency matters even more, as we explain in our Montenegro direct bookings guide.

How do you add and test hotel schema?

1. Write the JSON-LD from the templates above, with your real details.
2. Add it to the page. On WordPress, many SEO plugins let you paste custom schema; on a custom site, your developer adds it to the page template.
3. Validate the syntax with the Schema Markup Validator at validator.schema.org.
4. Check what Google reads with the Rich Results Test and the URL Inspection tool in Search Console.
5. Update it when facts change: new check-in time, new phone number, a room renovated. Old markup that contradicts the page is worse than none.

Google notes that it "does not guarantee" structured data will produce a search feature, and that it can take several days to be crawled and indexed. Give it time before judging.

FAQ

What is the best schema type for a boutique hotel?

Use Hotel for most boutique hotels. schema.org also has more specific lodging types, so pick the one that truly describes your property. Add your address, coordinates, phone, check-in and check-out times, amenities and links to your official profiles, and keep everything identical to your Google profile.

Does schema markup improve hotel rankings?

Google doesn't say structured data is a ranking factor. It helps Google understand your page and can make it eligible for some search features, with no guarantee they appear. The bigger value now is clear, consistent facts that search engines and AI assistants can read correctly.

Should I remove FAQ schema now that FAQ rich results are gone?

You don't have to. Google's documentation says FAQ markup can stay on your pages without causing problems; it just no longer shows FAQ results. Keep the visible FAQ section, because guests read it and AI assistants often answer from plain question-and-answer text.

Can I add star ratings from my reviews to my hotel's schema?

Not for stars on Google. Since 2019, Google doesn't show review stars when a local business marks up reviews about itself. Show real guest reviews on your website for trust, and collect reviews on Google, where they count toward your local visibility.

How do I check if my hotel's schema markup works?

Paste your page into the Schema Markup Validator to check the syntax, then use Google's Rich Results Test or the URL Inspection tool in Search Console to see what Google reads. Fix every error, and make sure each value matches what the page shows.

The bottom line

Hotel schema markup takes an hour to add and no money, and it makes your hotel's facts clear to Google, Bing and AI assistants. Skip the old tricks for stars and FAQ snippets, and focus on accurate Hotel and HotelRoom markup that matches your pages.

Your one action today: paste your homepage into the Schema Markup Validator and see what it finds. If the answer is "nothing", copy the template above and fill in your details.

Not sure what your site is telling search engines? Book a call and ask for a free look at your site.

Sources

• Google Search Central, "Local business (LocalBusiness) structured data" (accessed November 13, 2026)
• Google Search Central, "General structured data guidelines" (last updated July 10, 2026)
• Google Search Central, "AI features and your website" (last updated December 10, 2025)
• Search Engine Journal, "Google Drops FAQ Rich Results From Search" (May 10, 2026)
• Google Search Central Blog, "Changes to HowTo and FAQ rich results" (August 8, 2023)
• Google Search Central Blog, "Simplifying the search results page" (June 2025)
• Google Search Central Blog, "Here's an update on our efforts to simplify the search results page" (November 2025)
• Google Search Central Blog, "Making review rich results more helpful" (September 16, 2019)
• Search Engine Roundtable, "Microsoft Confirms Schema Helps Its LLMs (Copilot) Understand Your Content" (March 20, 2025)
• Google Hotel Center Help, "Hotel owners: Starter guide" (accessed November 13, 2026)
• schema.org, Hotel and HotelRoom (accessed November 13, 2026)