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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 present to the user 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 at the hotel. Transaction messages must include the taxes and fees that apply to most users, and the taxes and fees that cannot be reasonably avoided. 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
  • Fees not collected by the booking partner, but that will be collected at the hotel

These taxes and fees must not only be disclosed to Google, but also must be shown on your booking pages. 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.

Exceptions

If you cannot provide a rate that separates the values of the <Baserate>, <Tax> and <OtherFees> elements, but you are 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, Google displays your rates only in markets outside of the United States and Canada. However, Google will not show your rates to users in the United States and Canada, except in cases where you are 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 will taken in response to low price accuracy.

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