Google Tests Price Insights for Hotel Listings

Update: Google rolled out hotel price insights on August 27, 2018. 

Google is testing a new feature in hotels’ listings – Price Insights.

In this test a box appears in hotel’s knowledge panel that informs users of how prices at the hotel compare against similar hotels in the area followed by “Explore Insights” CTA. I’ve seen a number of different messeges in box button – “The hotel costs more than similar hotels nearby”; “The hotel is 20% less than usual”; “Prices comparable at similar hotel nearby”.
price insights button google test

The Explore Insight CTA takes users to a page with various graphs and a carousel with similar hotels to compare prices.
The first graph – Market comparison, allows users to compare prices of different hotels.

The “When to book” graph shows price fluctuation over a month period at selected hotel.

The “Price evaluation” graph shows how the price for the selected date range compares against the usual prices at the chosen hotel.

price insights - google test

This test is extremely interesting in that it adds a larger research component to hotels’ business listings. Google has done a lot over the years to keep users within its properties for their research, consideration, and purchase stages and this test is just another step in that direction.

Google always runs a lot of tests, especially in the hospitality space. Just yesterday I posted about Location tab & location score test in hotels’ knowledge panels which also fits the narrative of Google trying to become a one-stop shop for hotel bookings.

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