About loyalty callouts

Loyalty callouts promote available benefits for users who are members of your loyalty programme. You can set up an audience list in Google Ads so that messages will only be served to members.

Loyalty callouts are available for two use cases, either alone or in combination:

Programme members have points that they can use towards a booking.
Programme members are entitled to a discounted rate because of their membership in the programme (aka 'private rates').

Note: The loyalty callouts related to the use of points are currently available only in the US. The ability to offer discounted rates ('private rates') to programme members is a globally available feature.

Benefits of loyalty callouts

Here are some of the benefits of adding loyalty callouts to your hotel listings:

It can help you win new customers.
It encourages travellers to select you early in their trip planning journey.
It can help re-engage existing members by reminding them of available benefits.
It helps you connect with existing loyalty members who are more likely to book.

How to participate

Private rates for loyalty members are generally available. View the private rates instructions for details.
Loyalty points callouts are still in a pilot phase. Talk to your sales representative about getting onto our allowlist. If you are on the list, refer to the 'Best practices' section below. Loyalty points callouts are scheduled to be generally available in Google Ads in 2025.

Loyalty callouts details and examples

There are various ways to display loyalty callouts in the Google UI, as shown below.

On Google Search:	On booking module:

You can choose to use any of the following loyalty callouts or create new callouts for your ads that factor in the loyalty callouts best practices.

Private rate available	Loyalty callout type	UI treatment
Yes	There's a specific reward amount to list	Take £xx+ off this member price
Yes	There isn't a specific reward amount to list	Save on top of this member price with your rewards
No	There's a specific reward amount to list	Default text Take £xx+ off using <rewards programme name> If the programme name runs too long Take £xx+ off with your rewards
No	There isn't a specific reward amount to list	Save on your stay by using your rewards
No	No rewards are available in the account yet	Default text Earn rewards for every night you stay with <name of advertiser> If the advertiser name runs too long Earn rewards for every night you stay

Best practices

Loyalty callouts in your Hotel ads should follow all ad editorial policies (for example, no odd punctuation), along with the following best practices:

Concise messaging: Use short, yet detailed callouts programme. We recommend a limit of 50 characters, based on a 320px-width mobile screen.
Repetition: Avoid non-standard, gimmicky or unnecessary repetition of names, words or phrases in your callouts.
Accuracy: Loyalty callouts should maintain a relatively objective tone and avoid misleading language. Any prices listed should adhere to Google's price accuracy policy. Also, callouts should never use language that is ambiguous.

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