Private rates details and examples

Private rates can be displayed in various unique UI treatments, as shown below, to better market your inventory.

Membership programmes

These discounted rates may be offered to users who are already a member of or are willing to sign up for your membership or loyalty programme. You can choose whether your membership rates are visible or hidden.

Membership rate visible

The UI treatment for these rates shows the unrestricted public rate with a strikethrough (such as £143), along with the discounted membership rate and the amount of the discount. The ad also tells the user that sign-up for a membership programme may be required. The default text on these ads reads: 'Member rate, save XX%'.

After you have set up the rate rule, you can contact Google to associate it with one of the following text callouts:

• 'You get this discount as a signed-in {program_name} member'

Membership rate hidden

These discounted rates can't be displayed directly on Google. Instead, the next best rate for that user is shown with a strikethrough whilst text indicates that a discounted price is available. A phrase like 'Get price' is shown where the discounted price would normally be displayed.

You can choose to have the hidden rate described in one of the following ways:

1. A discount percentage. The default text will read, 'Get X% off with free enrolment'.

Once you have set up the rate rule, you can contact Google to associate it with one of the following text callouts:

• '{program_name} discount available'

2. A discount range. The default text will read, 'Get X–Y% off with free enrolment'. For discounts of 1–5%, the default text will read 'Get up to 5% off'. Larger discounts will be shown in five-point increments, such as 'Get 5–10% off' or 'Get 10–15% off'.

Once you have set up the rate rule, you can contact Google to associate it with one of the following text callouts:

• '{program_name} discount available'

3. A non-specific hint. In this case, the default text will read: 'Get a lower price with free enrolment'.

Once you have set up the rate rule, you can contact Google to associate it with one of the following text callouts:

• '{program_name} discount available'

Plus free Wi-Fi

If free Wi-Fi is included in the membership rate, but isn't part of non-member rates, it can be added to the UI treatment as well. Currently, free Wi-Fi is the only amenity supported for this UI treatment.

If you want your membership rate to be displayed only to certain users, you may combine these with other conditions, such as an audience list or the user's device, location, language or sign-in status. Membership rates may also be displayed to a limited percentage of users.

For bidding in the ads auction, Google will use the membership rate. For other aspects of the system, Google uses a price based on what is displayed to the user, since disclosing more information benefits partners.

Customised prices

We will indicate that your prices are 'customised' if they vary based on:

• The device that a user is using (mobile or desktop)
• Whether a user signed in to their Google Account
• Whether a user is part of an audience list

These 'customised' prices will have an asterisk (*) next to them for users in the European Economic Area.

Audience lists

These rates are shown only to users specified by one of your audience lists. Since these ads are shown only to a limited audience list, the private rate is shown as the sole rate.

The usual callouts and rate features will apply to these ads.

Once you have set up the rate rule, you can contact Google to associate it with one of the following text callouts:

• '{program_name} member rate'
• 'Member rate'
• 'Because you made a flight booking with {partner_name}'
• 'Customer rate'
• '{prefix} customer rate'

If a rate is available to members of multiple audience lists, you can configure a rate rule to be eligible for any of those audience lists. However, your audience lists can't intersect or be combined with narrowing conditional rates (such as device type). If you do want to target certain locations or other audience subsets for your audience list ads, you can do so through your Google Ads campaign settings.

To set up an audience list, you'll first need a Google Ads link and account ownership. Learn more about how to Link Hotel Centre and Google Ads.

SMS-only rates

SMS-only rates can be used to define rates that are only bookable through text messages. The ad text will say 'SMS-only rates' with the exact price.

To show this, set up a rate rule and contact Google to associate the callout with the rate rule.

• If the rates aren't offered based on particular attributes, leave <UserRateCondition/> empty with no child elements. Learn more About conditional rates.

Related links

• Manage and update your rate rules
• Conditional rates developers guide
• Private rates developers guide
• Rate rules XML reference