Google has added a new disclaimer to its booking search widgets in the European Union, warning users that the prices shown may be customized based on factors such as their device type.
The disclaimer appears in Google’s new booking search widgets introduced under the Digital Markets Act (DMA). It states:
“This price was customised by the booking partner based on factors such as your device type.”
The change suggests that booking partners may be using user or device-related information to determine the prices displayed through Google Search.
However, Google has not clearly explained what other factors may influence these customized prices. Device type could be one factor, while location, language, market, or other user-related signals could potentially also play a role.
It is currently unclear whether Google itself is sharing these signals with booking partners or whether the partners are using information available through their own systems.
The change appears to be limited to European Union markets where the DMA applies.
The update was spotted by Radu Oncescu, who shared a screenshot of the new disclaimer on X.
The bigger question is: what information are booking partners using to customize these prices, and how much of that information is being passed through Google?
