It's making its Travel Ads in search richer in information options, while it's also experimenting with an expanded location promotion in-stream.

First off, Google will now enable all travel advertisers to include additional feed data including prices, dates, ratings and images, based on real-time information from your business.
Targeting for travel ad targeting will now be able to include hotel prices, for example, or hotel options, based on the feed of data from your linked Hotel Center account. That could make your promotions more appealing, and drive more clicks.

Indeed, Google's been testing out enhanced data feed travel ads over the past year, and says that they've helped to drive more interest.

Since launching Travel Feeds in Search Ads to a small group of hotel advertisers last year, we have seen up to a 20 percent increase in click-through rates when advertisers participate in our full range of formats.".

That is a surely good increase, and for travel brands it would definitely be an important factor.

Hotel businesses can link their Google Ads and Hotel Center accounts to enable the data feed, which will power these new formats (see here). Like a retail inventory feed, the Hotel Center links real-time information into your Google ads.

Google's also testing expanding Travel Feeds in Search Ads which also will surface things to do, car rentals, and events.
It's another way to take the power of dynamic feed data to drive more interest, and it may be a good way to get more attention to your promotions.
"For advertisers who have a travel feed already linked in Google Ads, new and existing Search Ads campaigns will automatically include relevant information from the feed. For advertisers who don't have a feed linked, set up is one-time and straightforward."

Someday, Google hopes to extend these dynamic info formats to more ad types, offering more topical, variable cues to entice greater interest-which may beget more clicks-and spark the interest of searchers.

It's an interesting idea. It'll be interesting to see where Google takes this and what types of ads it deems could use dynamic data feeds.