Google's EU Booking Widgets Now Disclose That Prices Are Personalized

Google's new DMA-compliant booking search widgets in the EU now carry a disclaimer explaining that the prices shown are personalised — and it names only one factor, with the rest left unstated.

What the disclaimer says

Spotted by Radu Oncescu on X, the notice reads: "This price was customised by the booking partner based on factors such as your device type." The wording implies other inputs feed the price shown — likely location and language among them — but Google doesn't specify what beyond device type. The disclaimer appears to be limited to EU regions where the Digital Markets Act applies.

How this connects to the wider DMA rollout

This disclaimer sits inside the same DMA-driven redesign covered in our report on Google's EU search quality changes. Under the new format, the revamped results highlight one specialised booking search engine at the top of the page, followed by two more with less detail, and then a carousel of individual hotels, airlines or restaurants — with real-time pricing deliberately stripped out of that carousel, and rankings set by Google's own algorithm.

The pricing disclaimer applies to the top widgets, not the price-stripped carousel below them: it's disclosing that the price Google does show, in the specialised booking search block, isn't a single canonical figure but one customised per viewer by the booking partner. Put together, the two changes mean EU users now see less pricing information overall in the carousel, and the pricing that does appear in the featured widgets is explicitly acknowledged as personalised rather than fixed.

Why it matters

This paints a picture of a booking-search experience in the EU that now runs on partner-supplied, personalised pricing rather than a single canonical price Google itself controls — and a disclosure that raises more questions about the personalisation than it answers, since "factors such as your device type" is presented as only a partial list. If you operate in travel, hospitality or a comparison vertical affected by these widgets, it's worth checking how your own pricing data is being represented once it passes through Google's booking partner integration, since the price a user sees may not match what you'd expect from your own feed, and may vary by the device and other unstated factors that produced it.

Sources

• Radu Oncescu on X — original screenshot and spot
• Google: EU DMA Changes Resulted In Largest Reduction In Search Quality — our coverage of the wider rollout