Google requires that you provide users with complete and correct tax, fee, and pricing information. We’ve created this policy to provide a positive experience for our users and ensure legal compliance.
What's the policy on taxes and fees?
You must represent prices to the user in as complete and transparent a manner as possible. Users booking public rates directly through your website or through Google should expect to see an identical breakdown of base rate, taxes, and fees if the total price is the same for both channels. It’s prohibited for partners to manipulate the price breakdown by decreasing the base rate while increasing taxes and/or fees. Taxes and fees charged for Google users shouldn’t be computed differently than they are computed for non-Google users. Prices that you send to Google and that the user sees on the final booking page should itemize the following:
- Base room rate
- Taxes and fees (see examples below)
What taxes and fees should be included in the price?
The price you provide must include the base room rate and all taxes and fees required to book a stay. This applies to hotels, vacation rentals, or any other lodging options you send. Transaction messages must include taxes and fees that apply to most users and taxes and fees that can't be reasonably avoided. This pertains to not only taxes and fees collected by the booking partner, but also those collected at the time of the stay. Examples of taxes and fees you must disclose include but aren't limited to:
- Occupancy Tax
- County Tax
- City Tax
- Value Added Tax
- Tourism Tax
- Resort Fees
- Registration Fees
- Service Fees
- Transfer Fees
- Cleaning Fees (for vacation rentals)
These taxes and fees must not be only disclosed to Google users. They're also recommended to be shown on your landing page (if the landing page isn’t the booking page) and must be shown on your booking page(s). See the Referral Experience Policy for more detail.
How are the
<OtherFees> values used?
The information provided in the
<OtherFees> elements of the Transaction messages is added to the value of the
<Baserate> element. This results in a total price, which is displayed to users.
Additionally, the values of the
<OtherFees> elements are used by Google to test your site for accurate prices. If taxes and fees aren't provided or don't match what's disclosed on your website when the user clicks on an ad, this will result in a violation of Google's Price Accuracy Policy.
How are prices presented in different regions?
For users in the United States and Canada, Google highlights the value of the
<Baserate> element more prominently. In all other countries, the total price (which includes taxes and other fees) is more prominently shown. Google reserves the right to amend the way in which it displays prices to comply with local law or other requirements.
Note: International users searching for hotels in Israel will see prices exclusive of taxes and fees, whereas users in Israel searching for hotels in Israel will see prices inclusive of all taxes and fees.
If you can't provide a rate that separates the values of the
<OtherFees> elements, but you're able to provide all required components as a single number, your price is considered "all-inclusive." When providing all-inclusive rates in your price list, you must set the
all_inclusive attribute to
When providing an all-inclusive rate, it's the expectation that both the
<OtherFees> fields are sent with values equal to "0". If a non-zero value is received for
<OtherFees> fields for an all-inclusive base rate, the price update will throw an error and won't be saved.
In this case, your rates are displayed only in markets outside of the United States, Canada, and Israel. Google won't show your rates to users in the United States, Canada, and Israel, except in cases where you're the only provider for a hotel in the search results.
What happens if I violate this policy?
Google will consider any prices that don't include all mandatory taxes and fees to be inaccurate. Any enforcement regarding low price accuracy numbers will then apply as normal. See the Price Accuracy Policy for more detail on actions Google may take in response to low price accuracy.