About structured data for Hotel ads price accuracy validation

Hotel prices structured data format lets partners add details to their web page so that Google's systems can better understand the information.

You can use structured data to annotate price information on your website, which can help Google improve the accuracy of price validations and perform more checks. Learn more about How Google enforces price accuracy.

Note: Hotel prices structured data doesn’t replace other methods to send pricing data. It’s an additional method to check the accuracy of prices on your website.

Google can only use structured data to improve Price Accuracy checks for partners whose structured data matches the data shown to website users. Partners are expected to verify and monitor the accuracy (or “trustability”) of their structured data implementation using the Hotel Center reports for Price Accuracy checks. If Google detects mismatches between your structured data and your website, structured data won’t be used for price accuracy checks until the mismatches are fixed and trustability is maintained consistently for multiple days.

Resources

The following resources are available to help you implement and verify Structured Data on your website:

Tool/Content	Usage
RRT Tool: Rich Results Test - Google Search Console	Self-serve tool for partners to debug and verifying their implementation
Developer website: Hotel Price Structured Data Reference	Detailed data structures and technical implementation information with examples
Help center and troubleshooting in Hotel Center: About structured data for Hotel ads price accuracy validation	Google Help Center: General and non-technical information on structured data, and troubleshooting in the Hotel Center
"Contact us" page	Technical support and questions

Add structured data for prices

To add structured data for hotel prices to your website, you need to edit the code on your landing page URLs where users find their price options. You can follow the Hotel Price Structured Data Reference page in our Developer’s Guide to get started.

Note: We only validate structured data on the landing page, but we recommend that partners markup both the landing page and final booking page.

Test and verify your structured data setup

After you add structured data to your website, you can check your results using Google’s Rich Results Test. The Rich Results Test is a web-based tool provided by Google that helps you test and validate the structured data on your web pages at no cost. The tool analyzes whether your existing code could make your pages eligible for rich results in Google Search. Learn more about Google’s Rich Results Test.

Instructions

Go to Rich Results Test.
Select your input method:
- URL: Paste the URL of the web page you want to test. There's always the option to check the code snippet if the URL path shows error connecting to the website.
- Code snippet: Directly paste your HTML code if you’re working on a new or draft content.
Based on your input method, click Test URL or Test code. The tool will analyze your structured data.
Review results under the “Hotels” section:
- Eligible Rich Results: The tool will display the rich result types your page could trigger on Google Search.
- Warnings & Errors: The tool will identify any technical errors or warnings. Fix any critical errors showing in the tool.

Google will automatically scan your website for the structured data and validate that the signal is trustworthy for price accuracy checks. This can take several days after you successfully complete your structured data setup. You may notice an increase in price accuracy validations in Hotel Center, indicating your structured data is being used. Learn more about Pricing: Check your price accuracy.

Check your structured data trustability and view rich results

Each validation has a trustability status that displays whether the price Google retrieved from your structured data markup (SDM) matches the price found by our reviewers on the website. As long as there are mismatches, structured data isn’t considered trustable and won’t be used for price validation.

Instructions on how to check structured data mismatches in the Hotel Center

Google expects there are no mismatches between structured data on the website and the prices shown on the websites.

To activate the "Markup trustability" column in Hotel Center:

Sign in to your Hotel Center account.
In the left menu, click the Pricing tab.
Click the 3-dot icon in the upper-right corner of the “Pricing” table at the bottom of the page, then select Manage columns.
In the “Manage Columns” pop-up, select the Markup trustability checkbox.
Click Update.

To filter by structured data trustability mismatch issues:

Click Add a filter, then select Markup trustability from the dropdown.
Use the filter to check for prices where the trustability signal is either Disagree or No markup found or Incorrect Dates to identify issues.
Remove the "Price match excluding = Yes" and "Affects score = Yes" filters.
Select the rate you want to investigate, then click on the screenshot with the price.
Select the first screenshot.
In the upper-left corner of the screenshot, click the View HTML in Rich Result Test button to be redirected to the Rich Results debug page.

Markup trustability status	Description
TRUSTABILITY_AGREE	This means that the price markup on your landing page matches the price you show to users.
TRUSTABILITY_DISAGREE	This means that the price markup on your landing page does not match the price you show to users.
Markup trustability not found	This means that we checked your landing page structured data but did not find any markup information for this itinerary.
TRUSTABILITY_UNKNOWN	This means we haven't checked your structured data or that instance is irrelevant.

FAQs

Can you clarify the benefit of implementing structured data markups (also called microdata)?

Using structured data markups (SDM) allows Google to perform better price accuracy validations. This leads to stable and accurate price accuracy scores, giving partners a truer reflection of their price accuracy on Google. For partners with customized crawlers based on user interface elements, it ensures they don't experience issues when user interface elements are changed on partner websites.

How do I implement structured data?

Learn About structured data for Hotel Ads price accuracy validation and Hotel Price Structured Data Reference for instructions on how to implement, test, and verify your implementation.
Rich Results Test is the only tool needed to verify and debug your implementation.

How do I verify my structured data implementation?

Use the Rich Result Test Tool (RRT) to test the URL or source code of your webpage. Review results under the “Hotels” section only.

I have implemented Structured Data but I don't see anything in RRT.

In order for your data to show in the tool, you should have at least one of the following:

Need to have Hotel with a makesOffer property:

{
"@context": "https://schema.org",
"@type": "Hotel",
"makesOffer": {}
}

Or a Hotel with a containsPlace property set to a HotelRoom with an offers property:

{
"@context": "https://schema.org",
"@type": "Hotel",
"containsPlace": {
"@type": "HotelRoom",
"offers": {}
}
}

Make sure every data format is correctly represented.
Only the Hotels section is important in the RRT tool results page.
Expand the data model in RRT. This should give you more information about the data found on your website, including errors and details about the data being scraped.

I want to use the "Microdata" format instead of the suggested "JSON-LD" format. Does this change my hotel price accuracy checks?

You can use any of the supported formats. All formats have the same troubleshooting information in the RRT tool.
We recommend JSON-LD but you can choose other supported formats too.

What does “Trustability” mean?

When Google verifies that structured data on a website matches the visual elements on the webpage and the prices sent to Google, the structured data is considered Trustable. Trustability is monitored constantly. If there is a discrepancy between the structured data and visual elements, the implementation is deemed not trustable. Partners should debug and correct the implementation and verify the data is correct at all times for every page using RRT and samples provided in Hotel Center.

What is the expected trustability for SDM implementation and verification?

Google requires a 98-100% accuracy rate for SDM implementation. This means that the price in the markup data on a webpage must always match the price displayed to the shopper. If the accuracy rate falls below 98%, the markups will not be used for price accuracy checks until the issue is resolved. Partners should check the report to make sure no issues regarding trustability exist.

What are the common issues in which structured data implementation fails? I don't see any errors in RRT but the data is considered not “Trustable” by Google.

Data structure isn’t implemented correctly: Verify with Hotel Price Structured Data Reference. For example, the price number includes an unnecessary currency "USD" string.
Nightly price is presented instead of total stay price: Make sure the total price for the stay is presented in the structured data.
Taxes and Fees aren’t represented in the structured data: Structured data should match the visual elements in the page and price sent to Google.

How do I check the “Trustable” or “Not-Trustable” instances of price-checks by Google

Using Hotel Center, follow the instructions in the section Check your structured data trustability and view rich results.
Partners are expected to have trustable structured data on their website (meaning structured data matches the data shown to website users) and are expected to verify and monitor the trustworthiness of their structured data implementation using the Hotel Center Price Accuracy checks.

How should I indicate sold-out or unavailable itineraries in markups?

You should specify sold-out or unavailable itineraries in markups. Excluding this information can lead to incorrect validations. Learn how to update availability.

Does structured data work the same on mobile websites?

Yes, structured data functions the same way on mobile websites. Since structured data is metadata embedded in the webpage itself, the user interface does not matter.

What are the next steps after implementing structured data?

After implementing structured data, review your trustability in the Hotel Center and fix any instances where markup trustability is either Disagree or No markup found or Incorrect Dates. Google will automatically scan and validate your structured data for price accuracy.
This process may take a few days, and you might see more price accuracy validations in Hotel Center once it's complete. Google expects 100% trustability of SDM to be able to use the markups for Price accuracy validations, this means there should not be any issues in the Hotel Center for trustability present.

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