"We are writing to inform you about an important update regarding our price accuracy enforcement for lodging on Google, effective 22 September 2025. To significantly improve user trust and experience, we will start removing more inaccurate prices from being shown on Google for both ads and free booking links. While our policies remain the same, we are implementing higher standards for price accuracy."
"Increased Filtering: Prices with consistently poor accuracy may not be shown to users. Improved User Experience: More accurate prices lead to improved user experience and trust both on Google and on your site. Impact on Traffic: Partners with historically lower price accuracy may notice a decrease in traffic from both ads and free booking links, as more of their inaccurate prices are filtered. Conversely, partners with high price accuracy may notice an increase in traffic."
Google will begin enforcing higher price accuracy standards for lodging on September 22, 2025, removing more inaccurate prices from ads and free booking links. Policies remain the same but enforcement thresholds will be raised to improve user trust and experience. Prices with consistently poor accuracy may be filtered and not shown to users. More accurate pricing is expected to increase user trust on both Google and partner sites. Partners with historically lower price accuracy may experience decreased traffic, while partners with high accuracy may see traffic increases. The update was communicated to hotel and lodging partners and prompted social discussion.
Read at Search Engine Roundtable
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