Google search results–both organic and paid-for–still play a crucial role in a successful direct booking strategy. With Travel Feeds in Search Ads, Google has given hoteliers another way to make their ads more effective and beat OTAs to crucial clicks.
Travel Feeds integrates live pricing information into Google search ads to provide hotels with a competitive, data-driven edge.
We’re excited to announce that Travel Feeds are now available in Triptease Paid Search campaigns, thanks to pricing information delivered by the Triptease Data Marketing Platform (DMP).
What is Google’s Travel Feeds in Search Ads?
Introduced by Google in late 2024, Travel Feeds in Search Ads gives hotels the opportunity to show prospective guests ads that include live pricing. According to Google, these ads can deliver impressive results–in fact, Google claims that some hotels have seen up to a 20% increase in clickthrough rates.
But there’s a catch. Travel Feeds in Paid Search requires access to a hotel price feed–something many search marketing providers cannot access. At Triptease, on the other hand, pricing data is an integral component of our full-funnel marketing platform. That means any hotel running both Metasearch and Paid Search with us can now augment their Google campaigns with Travel Feeds in Search Ads. In fact, from August 2025 this feature will be activated as standard for all customers on both Triptease Metasearch and Paid Search.
The benefits of showing prices in paid search ads
With Travel Feeds in Search Ads, Google has added a new way for hotels to stand out from the crowd and optimize ad performance.
Key benefits include:
- More qualified clicks: With pricing showing in ads, searchers looking for a different price point can be filtered out early. This saves you from spending money on clicks that would never convert.
- Stand out in Google search results: Including prices will make your search ads stand out from competitors who don’t have this capability and increase your visibility in Google’s search results.
- Build a better booking flow: Dynamic pricing data means prices shown in search are the same as those in the booking engine, which creates a seamless experience for customers across different points in their booking journey.
Triptease Price Preview for Paid Search
At Triptease, we agree with Google: more visibility and transparency in the Search Engine Results Page (SERP) is a good idea. That’s why, back in 2022, we introduced our own dynamic pricing feature.. Triptease Price Preview for Paid Search allows hotels working with us to surface their lowest rates in their Google search ads thanks to the Triptease DMP. It is the perfect complement to Google’s Travel Feeds in Search Ads:
- More consistent coverage: Travel Feeds in Search Ads doesn’t show up for the majority of ads when enabled. Triptease’s Price Preview, on the other hand, is displayed much more frequently.
- Room for both options: With Travel Feeds in Search ads, prices show in different places in the ad. Triptease Price Preview for Paid Search always shows in a prominent place in the headline–complementing the travel feeds placement, rather than clashing with it.
- Availability: Travel Feeds in Search Ads is currently only available in a limited number of countries*, but Triptease’s Price Preview for Paid Search can be enabled in any region. It’s a great way to showcase your prices in search ads, even if you’re not yet able to access Travel Feeds.
Our data shows that ads including Triptease Price Preview for Paid Search yield, on average, a 17% higher ROAS than those which don’t include Price Preview for Paid Search, showing the inherent value of displaying prices in ads.
*At the time of writing Travel Feeds for Search Ads is available in: United States, United Kingdom, Germany, Japan, Switzerland, Canada, United Kingdom, Australia, France, Belgium, Spain, Italy, Netherlands, Sweden, Norway, Brazil, Mexico, Turkey, India, Taiwan, and Ireland.
How to get the most out of your Google search campaigns
As Travel Feeds is still a fairly new offering, specific insights and performance data are yet to come. But in the meantime here are some of our tips on how to make the most of your performance on Google.
- Opt into Google’s travel-specific offerings: In addition to continuing to invest in non-negotiable key channels like Metasearch and standard Paid Search ads, be sure to take advantage of key features like Travel Feeds in Search Ads and Travel Promotion Ads to boost your profile further.
- Ensure that your Google My Business profile is fully updated: With many of Google’s features, images and other content will be pulled directly from your GMB profile. If you have outdated images or information in your profile, you’re not going to get the most out of opting into these features.
- Augment with complementary tools like Triptease Price Preview for Paid Search. In differentiating yourself in search, less isn’t more. Amplify your paid search strategy by investing in tools that work alongside key Google products to drive even stronger results.
Want to learn more about Google’s Travel Feeds in Search Ads, and how you can connect your Pricing and Availability feed to your Google Ads account to build a more effective Paid Search strategy? Our direct booking experts are always happy to help.
