Google is improving the way it validates hotel room rates by automatically navigating booking funnels on partner websites and extracting visible pricing details using Schema.org microdata.
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Before you begin
Annotating your website with navigation attributes and microdata helps Google:
- Validate multi-step booking flows and checkout prices automatically.
- Reduce reliance on fragile layout scrapers that break during website redesigns.
- Increase the volume and stability of price accuracy checks affecting your Hotel Center score.
Note: Microdata and automated navigation don’t replace standard pricing feeds such as ARI or Pull feeds. They serve as an automated method to verify price accuracy on your live website. Learn more about how Google enforces price accuracy.
Deprecation notice: Legacy landing-page-only structured data, including JSON-LD and landing-page microdata without navigation tags, remains supported for existing partner integrations, but it will be deprecated in early 2027. We recommend updating your site with microdata and navigation.
For full code templates, attribute specifications, and compound tax or fee breakdowns, check the Hotel Prices: Enable crawler navigation and price tagging developer guide.
Set up automated navigation and microdata
- Add navigation tags across your booking funnel: Add lightweight navigation attributes to critical path interactive buttons and links such as room selection and checkout progression. This guides Google's automated checks through the funnel to the final page of the funnel with the price.
- Tag visible price on your final pricing page: Tag the total visible stay price on your final pricing page using microdata annotations so Google reads the exact rate shown to guests.
- Review technical specifications: For specific attribute syntax and microdata examples, visit the Enabling crawler navigation and price tagging reference.
Test and verify your setup
- Technical reference for implementation, testing and verifying is the developer website Hotel prices: enable crawler navigation and price tagging.
- Verify navigation using developer tools: You can verify your navigation by using the browser developer tools in Google Chrome. Learn how to verify your navigation.
- Validate with the rich results test: Use Google’s Rich Results Test to inspect your URLs or code snippets and ensure microdata tags are detected. This tool only shows the microdata tags found on page regardless of the syntax and correctness. Refer to developer website for correct hierarchy and implementation details.
- Monitor your trustability score: In Hotel Center, go to “Pricing”, then select “Accuracy” to track how consistently Google verifies your microdata. After validation, automated checks will appear in your Hotel Center Price Accuracy Dashboard.