{"id":1652,"date":"2026-10-12T10:46:26","date_gmt":"2026-10-12T10:46:26","guid":{"rendered":"https:\/\/seoscanpro.ai\/blog\/google-booking-widgets-customized-prices-eu\/"},"modified":"2026-10-25T22:56:16","modified_gmt":"2026-10-25T22:56:16","slug":"google-booking-widgets-customized-prices-eu","status":"publish","type":"post","link":"https:\/\/seoscanpro.ai\/blog\/google-booking-widgets-customized-prices-eu\/","title":{"rendered":"Google Booking Widgets Now Flag Customized Partner Prices in the EU"},"content":{"rendered":"
Updated October 25, 2026 at 6:51 PM ET<\/em><\/div>\n

Google’s new booking search widgets now carry a disclaimer to explain that the prices listed in that block are customized. The label says the price was customized "based on factors such as your device type," so the figure beside a property can differ from one traveler to the next. It shows in the EU regions where the Digital Markets Act is enforced.<\/p>\n

What the disclaimer says on your card<\/h2>\n

The note inside the booking block reads: "This price was customised by the booking partner based on factors such as your device type."<\/p>\n

Device type is the only factor the disclaimer names, and it is unclear what other factors are being used. Google does not list the other inputs a partner might use. Location and language are the likely candidates, though neither is confirmed in the disclaimer.<\/p>\n

How often the lowest price is customized<\/h2>\n

In a test reported by Hospitality.Today<\/a>, eight independent hotels’ cards were opened in Munich, Vienna, Zurich and Lisbon. "On six, the lowest price on the card carried the asterisk," the report found, so the cheapest rate shown was a customized one on most of the cards. In the EU, that asterisk is the marker Google uses to disclose a personalized price.<\/p>\n

On the three cards that also displayed the hotel’s own direct rate, the customized partner price was the lower of the two, according to the same report. At one Munich property, the partner rate came in at €175 against the hotel’s own €248.<\/p>\n

Why the price is attributed to the booking partner<\/h2>\n

The disclaimer says the price was customized by the booking partner. For the person searching, the result is one number on screen and a short line telling them it is not a universal list price.<\/p>\n

What this means for your search visibility<\/h2>\n

Google places the lowest price it has next to a hotel’s name, the report noted. When that lowest price is a customized partner rate, the number travelers see beside the property may apply only to certain shoppers. A hotel can compare its own direct rate against the partner rate shown on its card.<\/p>\n

What to do now<\/h2>\n
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  1. Open your property’s card on Google Maps or Search from inside the EU and check whether an asterisk sits beside any listed price.<\/li>\n
  2. Compare the booking partner’s listed rate against your own direct rate for the same room and date.<\/li>\n
  3. Run the check again on a different device.<\/li>\n
  4. Note which booking partners are showing customized rates on your card. In the test, those rates came from Super.com and trivago DEALS.<\/li>\n
  5. Feed the findings into your rate-parity monitoring.<\/li>\n<\/ol>\n

    FAQ<\/h2>\n

    What does Google’s new booking widget disclaimer say?<\/h3>\n

    It tells travelers the price was customized by the booking partner "based on factors such as your device type."<\/p>\n

    Where do the customized price labels appear?<\/h3>\n

    In the EU regions where the Digital Markets Act is enforced. In those regions Google marks a personalized price with an asterisk.<\/p>\n

    How often is the lowest price a customized one?<\/h3>\n

    In a test reported by Hospitality.Today, eight independent hotels’ cards were opened in Munich, Vienna, Zurich and Lisbon, and the lowest price carried the asterisk on six of them.<\/p>\n

    This article reports on publicly available information from the sources listed below. We have no reason to believe it is inaccurate, but we have not independently verified every claim, and details may change as the story develops.<\/em><\/div>\n
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    Sources<\/h2>\n