Taxes and Fees Policy

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 to ensure legal compliance.

What is the policy on taxes and fees?

You must represent prices to the user in as complete and transparent a manner as possible. Prices that you send to Google and the user sees on the final booking page should itemize the following:

  • Base room rate
  • Taxes
  • Other fees

What taxes and fees should be included in the price?

The price that you provide must include the base room rate, and all taxes and fees that are required to book and 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 the taxes and fees that cannot 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 are not 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 only be disclosed to Google. They also are 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 <Tax> and <OtherFees> values used?

The information provided in the <Tax> and <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 <Tax> and <OtherFees> elements are used by Google to test your site for accurate prices. If taxes and fees are not provided or do not match what is 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.

All-inclusive prices

If you can't provide a rate that separates the values of the <Baserate>, <Tax>, and <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 Hotel Price Feed, you must set the all_inclusive attribute to true.

When providing an all-inclusive rate, it is the expectation that both the <Tax> and <OtherFees> fields are sent with values equal to "0". If a non-zero value is received for <Tax> or <OtherFees> fields for an all-inclusive baserate, the price update will throw an error and will not 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 do not 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.

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