European Hotels Gain Control Over Price Display on Google Search

Table of Contents

  1. Introduction
  2. The New Option for EEA Hotels
  3. Conclusion
  4. FAQ

In a significant move by Google, hotels and vacation properties in the European Economic Area (EEA) now hold the power to opt-out of displaying their pricing information on Google Hotel Search. This decision, communicated through an email to the European hoteliers, symbolizes a stride towards giving businesses more control over their online presence in line with the new European rules.


In the digital era, where the first instinct of a traveler is to scour the internet for the best hotel deals, Google’s hotel and vacation rental search engine has been a go-to. However, a notable shift has arrived for European hotels, stirring a mixture of curiosity and strategic planning within the hospitality industry. This blog post delves into the nuances of the decision by Google allowing European hotels the option to remove pricing and other specific information from its search results. Why this sudden change, and what does it mean for hotels, vacation property managers, and travelers within the EEA? Through an exploration of the implications, potentials, and challenges, this post aims to provide a comprehensive understanding, unique insights, and an unbiased review of Google's latest move.

The New Option for EEA Hotels

Initially brought to light through a shared email by Lluc B. Penycate on X, Google has officially confirmed that hotel and vacation property managers within the EEA can now choose not to display their prices and availability on Google's dedicated travel search services. This option, while optional, offers a new level of data control, specifically targeting users in the EEA. Google has made it clear that should businesses choose not to take any action by a stipulated date, they will remain opted-in, suggesting a default preference towards information transparency.

Implications and Insights

This development is not merely a small tweak in Google’s policies but a reflection of the evolving landscape of digital rights and data control within the European Economic Area. Given the stringent data protection laws such as GDPR in Europe, Google's decision underscores a proactive approach to compliance and respect for digital autonomy. But beyond compliance, this move highlights a significant pivot in how hotel pricing data could be managed and disseminated in the digital space.

For hotels, this offers an intriguing proposition. On one hand, opting out could mean gaining more control over their pricing strategy, potentially avoiding the commoditization trap where consumers choose strictly on price. On the other hand, visibility might take a hit, as displaying pricing on Google's comprehensive platform can significantly boost booking prospects by making it easier for potential customers to find and compare options.

Analyzing the Potential Impact

For Hotels and Property Managers

The strategic implications for hotels are profound. The core of the decision to opt-out lies in balancing visibility with control. For some, being able to shield pricing information from the public eye on such a dominant platform could serve as a strategy to drive customers directly to their websites, potentially offering exclusive deals or packages not visible on broader channels. It also opens the door to a more personalized engagement with potential guests, providing an opportunity to upsell or cross-sell services.

However, there’s an inherent risk involved. The absence of pricing information could deter users accustomed to quick comparisons and could potentially lower the hotel's visibility on one of the world's most used search platforms. The decision thus requires careful consideration, weighing the allure of direct customer engagement against the proven efficacy of broad visibility.

For Travelers

The potential impact on travelers is equally significant. On the surface, less pricing information might seem like a drawback, making it harder to find the best deal at a glance. Yet, it could also encourage more direct interactions with hotels, leading to more personalized travel experiences. This could ultimately reshape the existing dynamic between travelers and hotels, fostering a more direct relationship.


Google's decision to allow European hotels to opt-out of displaying pricing information marks a pivotal moment in the intersection of digital rights, data control, and the hospitality industry's online strategies. The move carries a myriad of implications for hotels, travelers, and the broader ecosystem, offering both challenges and opportunities. Hotels now find themselves at a strategic crossroads, necessitating a nuanced approach to leveraging digital platforms for visibility and engagement. For travelers, it heralds a potential shift towards more personalized interactions, albeit with the inconvenience of extra steps to ascertain pricing.

As the industry navigates this new landscape, the decisions made by individual properties could collectively shape the future dynamics of hotel search and booking, underscoring the evolving nature of digital engagement in the travel sector.


Q: Can all European hotels opt-out of displaying their prices? A: Yes, all hotels and vacation properties in the European Economic Area (EEA) have the option to opt-out of displaying their prices on Google Hotel Search.

Q: Will opting out affect a hotel’s visibility on other Google platforms? A: Opting out specifically targets the visibility of pricing and availability information on Google's hotel and vacation rental search service. The data will still appear on Google Search and Maps.

Q: How does a hotel opt-out of displaying its prices? A: Hotels wishing to opt-out need to contact the Google Hotels Support team via the provided contact form to change their opt-out setting.

Q: Does opting out also remove the hotel's prices from third-party OTA sites displayed on Google? A: The opt-out option applies only to the hotel’s direct price feed and not third-party OTA feeds, which may continue to appear in the price comparison section.

Q: Will the "Check Availability" button still appear if a hotel opts out? A: Yes, the feature will still be displayed whether the hotel chooses to show prices or not, ensuring that potential guests can still engage with the property.