Should a hotel website show prices?
Short answer
In most cases, yes — travellers compare prices, and a site that hides them sends guests back to OTAs to find out. The best option is live rates for the guest's dates from your booking engine. Where that's not possible, "from" prices with clear conditions, or typical seasonal ranges, are better than nothing. Whatever you show must be accurate and include mandatory taxes and fees where possible. Check your distribution contracts and local rules before advertising lower direct rates, and make sure displayed prices match what guests see at checkout.
By Lodging Engine Editorial Team· Reviewed by Eric Zwanenburg· Last reviewed
Why showing prices helps
- Guests can decide without leaving your site.
- It reduces "price check" trips to OTAs.
- It supports direct-booking benefits, which make most sense next to a price.
Options, from best to simplest
- Live rates for selected dates, from your booking engine.
- "From" prices per room type, with the conditions ("from €140 per night, low season, room only").
- Seasonal ranges for packages or event spaces.
- Price on request — only where pricing is genuinely bespoke (weddings, groups).
Accuracy rules
- Prices must match what the booking engine shows for the same conditions.
- Include mandatory taxes and fees, or state them clearly next to the price.
- Update "from" prices when rates change.
- For Google's free booking links, Google ranks partly on the historical accuracy of prices sent. See Google free booking links.
Local consumer-protection rules on price display may apply — check what's required in your markets.
Rate parity and contracts
Some distribution contracts restrict publicly advertising lower prices on your own site; rules vary by contract and jurisdiction. Check your agreements, and consider value-adds (flexibility, breakfast, perks) as an alternative to discounts. See best rate guarantees.
Where to show prices
- Room pages: "from" price plus "Check availability".
- Offer pages: what's included and the price.
- Homepage: an availability search rather than a static price list.
Common mistakes
- "From" prices that no room actually sells at.
- Hidden resort or cleaning fees that appear at checkout.
- Static price lists left on the site for years.
Checklist
- Live rates or accurate "from" prices on room pages
- Taxes and fees included or clearly stated
- Prices match the booking engine
- Contract terms checked before advertising lower rates
- Owner assigned to update displayed prices
Sources
- About hotel free booking links — Google Hotel Center Help