A word of caution, though. One of Google’s data structured quality guidelines indicates to “use markup for a specific product, not a category or list of products.” Therefore, you want to make sure that the aggregateOffer schema is installed on an actual product page, instead of on a category page.
For example, on any airline’s website, the most common page templates where a Product schema type may seem applicable at first are:
- Flights to [Destination]
- Flights from [Origin] to [Destination]
- Flights from [Destination]
However, if you think about it, the Flights to [Destination] and Flights from [Origin] can be considered as product category pages. That’s because on any of those page templates you will find multiple flight routes instead of just one. For example, on a Flights to New York page, there may be several flight routes departing from different locations to New York.
Although some OTAs seem to be getting away with it, such as TripAdvisor and Skyscanner, Google already took action against them in 2016 due to their noncompliance with the quality guidelines. In all fairness, all Google did was to remove their rich snippets from the search results.
Still, we recommend installing the aggregateOffer structured data on the Flights from [Origin] to [Destination] page template only, just to be on the safe side.
Google started to support the FAQ structured data just in 2019. Since then, it has become widely popular in some verticals. The travel industry is one of them, with virtually all top organic OTAs using it on flight route pages, including Kayak, Expedia, Skyscanner, CheapOair, and CheapFlights.
The FAQ structured data is suitable for a page that contains a list of questions and answers pertaining to a particular topic, provided that users cannot submit answers.
There also are some implementation requirements specific to the FAQ structured data:
- Each question should include the entire text of the question, and each answer should include the entire text of the answer.
- The question or answer cannot include any of the following types of content: obscene, profane, sexually explicit, graphically violent, promotion of dangerous or illegal activities, or hateful or harassing language.
- All FAQ content must be visible to the user.
- If there is FAQ content that is repetitive on the site (meaning, the same question and answer appear on multiple pages), mark up only one instance of that FAQ for the entire site.
The FAQ structured data is particularly appealing to travel sites because of the large real estate it takes in search results. Here is an example from Kayak: