According to Google Hotel Ads Center, Google requires that you maintain a consistent and discernible presentation of the room/rate the user selected on Google’s site, and a reasonable booking flow in order to ensure a positive user referral experience.
What does this mean for hotels?
The price that appears in meta bidding needs to be prominently displayed on your booking engine. If you're not quite sure what that means, take a look at their examples for some clarification.
In short, if you display rates without taxes and fees, your Google Hotel Ads campaigns should as well.
If you don't think that this is configured correctly for your hotel, get in touch with the Customer Success team who will be happy to help.
Why does this matter?
Google calculates a Price Accuracy Score, which is used to determine the placement of your meta bidding.
To calculate your Price Accuracy Score, Google will regularly validate the price the user sees from landing on the partner's site though the final booking page. Google may not check every price shown to users, but at a minimum chooses a representative sample. For partners where the booking doesn't happen on your site (for example metasearch partners who take users to another site), Google will still validate the price through the final partner's booking page.
The consequences of having a poor score range from higher costs to the removal of your direct site from the ad space.
FAQs
1. Does the price on your booking page need to match Google’s price exactly?
✅ Yes — it must match the total price shown on Google.
Policy Summary
The total price (including all mandatory charges) shown on the booking page must be identical to what appears on Google for the same dates and occupancy.
Why it matters
If prices differ, Google flags the rate as inaccurate. Repeated mismatches lower your Price Accuracy Score and reduce visibility in metasearch.
Example:
In most countries Google displays the Nightly total price (base + fee + tax):
In US, most of the times, Google will display Nightly Price + Fees
2. What happens if our “Taxes & Fees” seem unusually high or low compared to other partners (OTAs)?
⚠️ Google may override how your price is displayed.
If your “Taxes & Fees” appear unusually high or low, Google may show your total price (instead of a base rate) — even in countries where only base rates are usually displayed.
Policy Summary
“Taxes & Fees” must only include mandatory hotel or government-levied charges.
Optional add-ons (like breakfast, parking, or partner service fees) must not be included here.
Taxes and fees must be clearly visible on the final booking page, without requiring extra clicks.
Why it matters
Inflating or mislabeling taxes and fees can make your rates appear misleading. Google’s system detects such discrepancies and adjusts your price display automatically.
Example:
Cleaning fee included but not disclosed on BE If the cleaning fee is included in the rate but not itemized on the Booking Engine, Google receives $0 as the fee amount from Triptease.
Cleaning fee disclosed on OTAs When the cleaning fee is itemized and disclosed on OTA listings, Google receives a complete breakdown of the total — including room rate, taxes, and fees.
Because of the clear fee disclosure, Google may choose to display the hotel’s total price in search results — particularly for U.S.-based searches, where base rates + fees are normally shown by default.
3. What charges must be included in the total price we send to Google?
✅ All mandatory charges — resort, transfer, cleaning, etc.
Policy Summary
Every required charge that applies to all guests must appear in the total sent to Google.
Optional extras (like breakfast or parking) can be excluded.
4. Can the cheapest rate be hidden under “View More Rates” or lower on the page?
❌ No — the lowest public rate must be visible on the first screen.
Policy Summary
Google requires the cheapest rate to be visible above the fold, without clicking “More Rates” or much scrolling.
5. Do refundable rates need to show the cancellation deadline on the booking page?
✅ Yes — show the exact cutoff time on both landing and checkout pages.
Policy Summary
Refundable rates must display the cancellation deadline (in the hotel’s local time) clearly on both pages.
Why it matters
This avoids confusion and ensures guests understand refund rules before booking.
Landing page
Check-out page
6. Can we send mobile-only or member-only rates to Google?
Policy Summary
Member and mobile rates must be flagged correctly or excluded. Only public or freely accessible rates are allowed on Google.
⚠️ Member Rates
Must be clearly identified as member rates when pushed to Google.
Guests must be able to view the total price before signing in or joining.
7. What conditional rates are supported by Google?
✅ Supported: device, country, language, Google sign-in.
❌ Not supported: age, ZIP code, paid memberships (like AAA).
Policy Summary
You can target users by device, language, country, or sign-in status — but not by personal demographics or paid groups.
8. Does the Price Accuracy Score affect visibility or performance?
✅ Yes — higher accuracy = better visibility and lower CPC.
Policy Summary
Accurate prices improve visibility, ranking, and efficiency across metasearch ads and free booking links.
9. What happens if we repeatedly fail Google’s price accuracy checks?
⚠️ Repeated mismatches can cause suppression or suspension.
Policy Summary
Google tracks every partner’s Price Accuracy Score. Repeated failures lead to suppressed listings or full suspension.
Why it matters
Better accuracy = better ranking and ad efficiency.
10. Are day-use (no overnight) rates supported?
❌ No — Google only supports overnight stays.
Policy Summary
Google requires check-in and check-out dates on separate days. Day-use or hourly rates are not eligible.
