What is Schema.org for Hotels? The Complete Markup Guide

What is Schema.org and Why Hotels Need It

Schema.org is a standardized vocabulary of structured data maintained by Google, Microsoft, Yahoo, and Yandex. It defines over 800 types and thousands of properties that describe entities on the web — people, places, businesses, events, products, and reviews. For hotels, Schema.org provides a precise language to describe what your property is, where it is, what it offers, and how guests rate it.

When you add Schema.org markup to your hotel website (typically as JSON-LD in the page source), you give search engines and AI models a machine-readable description of your property. This structured data feeds three critical systems:

How AI Models Use Hotel Structured Data

Schema markup reaches AI models through two channels. The first is direct: Google uses Schema.org markup to build its Knowledge Graph, which powers Google Business Profile, Google Maps, and Google AI Mode. ChatGPT accesses this same data through web search results and Google Places API. The second is indirect: structured data helps AI models classify your hotel by type (luxury, boutique, budget), tier (5-star, 3-star), and capability (spa, pool, restaurant) — even when the AI doesn't read your schema directly.

For the full picture on AI recommendation mechanics, see our guide on AI Visibility for Hotels.

Essential Hotel Schema Types

Schema.org organizes types in an inheritance hierarchy. Hotels sit deep in the tree: Thing → Place → LocalBusiness → LodgingBusiness → Hotel. Each level adds properties. Choosing the right type is critical — it determines how AI models classify your property.

Core Hotel Properties

The Hotel type inherits properties from all parent types and adds hotel-specific ones. Here are the properties that matter for AI visibility, ranked by impact:

Complete Hotel JSON-LD Example

Here is a complete, production-ready Hotel schema for a fictional 4-star boutique hotel in Paris. This covers all critical and high-priority properties:

{
  "@context": "https://schema.org",
  "@type": "Hotel",
  "@id": "https://www.hotel-saint-germain.com",
  "name": "Le Pavillon Faubourg Saint-Germain",
  "description": "Boutique 4-star hotel in the heart of Saint-Germain-des-Prés, Paris. 26 individually designed rooms, rooftop terrace, and curated art collection.",
  "url": "https://www.hotel-saint-germain.com",
  "telephone": "+33 1 42 22 63 64",
  "email": "contact@hotel-saint-germain.com",
  "image": [
    "https://www.hotel-saint-germain.com/images/facade.jpg",
    "https://www.hotel-saint-germain.com/images/lobby.jpg",
    "https://www.hotel-saint-germain.com/images/suite.jpg"
  ],
  "address": {
    "@type": "PostalAddress",
    "streetAddress": "56 Rue du Bac",
    "addressLocality": "Paris",
    "postalCode": "75007",
    "addressRegion": "Île-de-France",
    "addressCountry": "FR"
  },
  "geo": {
    "@type": "GeoCoordinates",
    "latitude": 48.8566,
    "longitude": 2.3254
  },
  "starRating": {
    "@type": "Rating",
    "ratingValue": "4"
  },
  "priceRange": "$$$",
  "numberOfRooms": 26,
  "checkinTime": "15:00",
  "checkoutTime": "11:00",
  "petsAllowed": false,
  "amenityFeature": [
    { "@type": "LocationFeatureSpecification", "name": "Free WiFi", "value": true },
    { "@type": "LocationFeatureSpecification", "name": "Rooftop Terrace", "value": true },
    { "@type": "LocationFeatureSpecification", "name": "Concierge", "value": true },
    { "@type": "LocationFeatureSpecification", "name": "Room Service", "value": true },
    { "@type": "LocationFeatureSpecification", "name": "Air Conditioning", "value": true }
  ],
  "aggregateRating": {
    "@type": "AggregateRating",
    "ratingValue": "4.7",
    "reviewCount": 1243,
    "bestRating": "5",
    "worstRating": "1"
  }
}

Room-Level Schema: HotelRoom and Suite

Schema.org provides HotelRoom (a subtype of Room → Accommodation) for describing individual room categories. Suite extends HotelRoom with suite-specific semantics. For aparthotels, Apartment is the appropriate type.

The key relationship is containedInPlace — this links the room back to the hotel entity, creating a graph that AI models can traverse. ChatGPT's entity cards for hotels sometimes display room categories when this data is well-structured.

{
  "@context": "https://schema.org",
  "@type": "HotelRoom",
  "name": "Prestige Suite",
  "description": "55m² suite with king bed, separate sitting area, marble bathroom, and views over Saint-Germain-des-Prés rooftops.",
  "bed": {
    "@type": "BedDetails",
    "typeOfBed": "King",
    "numberOfBeds": 1
  },
  "occupancy": {
    "@type": "QuantitativeValue",
    "maxValue": 3,
    "unitText": "guests"
  },
  "floorSize": {
    "@type": "QuantitativeValue",
    "value": 55,
    "unitCode": "MTK"
  },
  "amenityFeature": [
    { "@type": "LocationFeatureSpecification", "name": "Balcony", "value": true },
    { "@type": "LocationFeatureSpecification", "name": "Minibar", "value": true },
    { "@type": "LocationFeatureSpecification", "name": "Nespresso Machine", "value": true },
    { "@type": "LocationFeatureSpecification", "name": "Safe", "value": true }
  ],
  "containedInPlace": {
    "@type": "Hotel",
    "@id": "https://www.hotel-saint-germain.com"
  }
}

Review and Rating Markup

AggregateRating is one of the highest-impact schema types for hotels. It provides AI models with a quality score and review volume signal. Review adds individual review content that platforms like Perplexity and Google AI Mode may cite.

{
  "@context": "https://schema.org",
  "@type": "Hotel",
  "@id": "https://www.hotel-saint-germain.com",
  "name": "Le Pavillon Faubourg Saint-Germain",
  "aggregateRating": {
    "@type": "AggregateRating",
    "ratingValue": "4.7",
    "reviewCount": 1243,
    "bestRating": "5",
    "worstRating": "1"
  },
  "review": [
    {
      "@type": "Review",
      "author": {
        "@type": "Person",
        "name": "Sarah M."
      },
      "datePublished": "2026-01-15",
      "reviewRating": {
        "@type": "Rating",
        "ratingValue": "5",
        "bestRating": "5"
      },
      "reviewBody": "Exceptional boutique hotel. The rooftop terrace alone is worth the stay. Staff remembered our preferences from a previous visit."
    }
  ]
}

If your hotel website does not collect reviews directly, you can still benefit from AggregateRating if you embed a third-party review widget (like TripAdvisor's official widget) that displays real reviews on your page. The markup must describe what is visible to the user.

FAQPage Schema — Structured Answers for AI

FAQPage schema tells search engines and AI models that a page contains questions and answers. Eligible content includes operational FAQs (check-in times, parking, pet policies, cancellation terms) — not user-generated forum content.

Why FAQPage schema matters for hotels

• Google AI Mode: FAQ answers are extracted into AI Overviews when travelers ask operational questions about your hotel
• Voice assistants: “What time is check-in at The Ritz Paris?” — FAQ schema is how voice search finds the answer
• Rich results: Google Search shows FAQ dropdowns directly in search results, increasing visibility and click-through rate
• ChatGPT / Perplexity: Well-structured FAQ pages are more likely to be cited as sources when AI answers traveler questions

{
  "@context": "https://schema.org",
  "@type": "FAQPage",
  "mainEntity": [
    {
      "@type": "Question",
      "name": "What time is check-in at Le Pavillon?",
      "acceptedAnswer": {
        "@type": "Answer",
        "text": "Check-in is from 3:00 PM. Early check-in is available upon request and subject to availability."
      }
    },
    {
      "@type": "Question",
      "name": "Is parking available at the hotel?",
      "acceptedAnswer": {
        "@type": "Answer",
        "text": "We do not have on-site parking, but a secure public garage is located 50 meters from the hotel at 63 Rue du Bac, with 24/7 access."
      }
    },
    {
      "@type": "Question",
      "name": "Does the hotel allow pets?",
      "acceptedAnswer": {
        "@type": "Answer",
        "text": "Unfortunately, pets are not permitted at Le Pavillon Faubourg Saint-Germain."
      }
    }
  ]
}

Amenity, Restaurant, and Spa Markup

Amenity data is how AI models match your hotel to filtered queries like “hotel with pool in Barcelona” or “spa hotel near me.” Schema.org uses amenityFeature with LocationFeatureSpecification for this.

Common hotel amenities

On-site restaurant and spa

For on-site restaurants, use Restaurant (a subtype of FoodEstablishment) with containedInPlace linking back to the hotel. For spas, use DaySpa or HealthAndBeautyBusiness with the same linking pattern.

{
  "@context": "https://schema.org",
  "@type": "Restaurant",
  "name": "Le Jardin — Rooftop Restaurant",
  "description": "Seasonal French cuisine with panoramic views over Paris. Open for dinner Tuesday through Saturday.",
  "servesCuisine": "French",
  "priceRange": "$$$",
  "openingHoursSpecification": [
    {
      "@type": "OpeningHoursSpecification",
      "dayOfWeek": ["Tuesday", "Wednesday", "Thursday", "Friday", "Saturday"],
      "opens": "19:00",
      "closes": "23:00"
    }
  ],
  "address": {
    "@type": "PostalAddress",
    "streetAddress": "56 Rue du Bac",
    "addressLocality": "Paris",
    "postalCode": "75007",
    "addressCountry": "FR"
  },
  "containedInPlace": {
    "@type": "Hotel",
    "@id": "https://www.hotel-saint-germain.com"
  }
}

Offer and AggregateOffer for Hotel Rates

Offer and AggregateOffer schemas let you describe hotel room pricing in a way that search engines and AI models can parse. Use Offer for specific room rates on booking pages, and AggregateOffer to show a price range (“Rooms from 280”).

{
  "@context": "https://schema.org",
  "@type": "Hotel",
  "@id": "https://www.hotel-saint-germain.com",
  "name": "Le Pavillon Faubourg Saint-Germain",
  "makesOffer": [
    {
      "@type": "Offer",
      "name": "Classic Double Room",
      "description": "22m² room with queen bed, city view, complimentary breakfast",
      "priceSpecification": {
        "@type": "UnitPriceSpecification",
        "price": "280",
        "priceCurrency": "EUR",
        "unitText": "per night"
      },
      "availability": "https://schema.org/InStock",
      "validFrom": "2026-03-01",
      "validThrough": "2026-12-31",
      "url": "https://www.hotel-saint-germain.com/rooms/classic-double"
    },
    {
      "@type": "AggregateOffer",
      "name": "All Rooms",
      "lowPrice": "280",
      "highPrice": "850",
      "priceCurrency": "EUR",
      "offerCount": 5
    }
  ]
}

BreadcrumbList and Navigation Schema

BreadcrumbList describes the hierarchical path from your homepage to the current page. It appears as breadcrumb trails in Google Search results and helps AI systems understand your site structure. This page itself uses BreadcrumbList: Home → Learn → Schema Markup for Hotels.

{
  "@context": "https://schema.org",
  "@type": "BreadcrumbList",
  "itemListElement": [
    {
      "@type": "ListItem",
      "position": 1,
      "name": "Home",
      "item": "https://www.hotel-saint-germain.com"
    },
    {
      "@type": "ListItem",
      "position": 2,
      "name": "Rooms & Suites",
      "item": "https://www.hotel-saint-germain.com/rooms"
    },
    {
      "@type": "ListItem",
      "position": 3,
      "name": "Prestige Suite"
    }
  ]
}

For hotels, the typical breadcrumb structure is:

SiteNavigationElement is another option for describing your main navigation menu, though it has less impact than BreadcrumbList. Focus on BreadcrumbList first — it is supported by Google for rich results and is the navigation schema most commonly parsed by AI systems.

Implementation Guide

JSON-LD vs Microdata vs RDFa

Where to place JSON-LD

Place the <script type="application/ld+json"> tag in the <head> of your page. Google supports it in both <head> and <body>, but <head> is preferred. For CMS platforms (WordPress, Wix), use a plugin. For Next.js or other React frameworks, render the schema in a server component.

Implementation checklist

Common Hotel Schema Mistakes

These are the most frequent structured data errors we see on hotel websites, ranked by impact on AI visibility:

Measuring Schema Markup Impact on AI Visibility

Schema markup is foundational infrastructure, not a quick fix. It does not change AI recommendations overnight — LLM training data is updated periodically, not in real time. But schema does affect relatively fast-updating systems: Google Knowledge Graph, Rich Results in Google Search, and Google AI Mode responses.

What to measure and when

Measurement workflow

1. 1Validate: Run every page through Google Rich Results Test. Fix all errors and warnings.
2. 2Monitor: Check Google Search Console weekly for the Rich Results report. Watch for indexing issues.
3. 3Audit entity: Ask ChatGPT, Gemini, and Perplexity about your hotel. Does the description match your schema? Are amenities correctly identified?
4. 4Track over time: Use an AI visibility platform like Hotelrank to measure mention frequency, position stability, and entity accuracy across models.

Frequently Asked Questions