June 2025

There’s an important update to Google’s pricing rules for Google Hotel Ads (GHA) that affects hotels based in the U.S. and Canada.

How Pricing Works Today

The total price guests see includes:

• Base Price
• Hotel-specific fees (like resort or destination fees)
• Government taxes (such as city tax or Goods and Services Tax (GST))
  = The total amount paid by the guest

With new regulations in place, Google now requires hoteliers to clearly declare the Base Price + Hotel-specific fees so these can be displayed accurately in GHA listings.

Why This Matters

If these elements aren’t properly configured in the hotel’s booking engine or passed via the API, Google may penalize the listing by showing the full total (including taxes) upfront. This can make direct booking rates appear less competitive than OTAs—even when they’re not.

Failure to comply may result in significantly reduced visibility in Google Hotel Ads—not only for the individual hotel, but potentially for others, as price accuracy impacts the entire Hotel Center account.

What Should Hotels Do

Hotels in the U.S. and Canada are now required to display the combined Base Price + Hotel fees by updating their landing pages and booking engine settings.

Need Help or Have Questions?

We’re here to support you every step of the way. If you’d like help reviewing your setup, submit a request or reach out to your Cendyn representative.