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Digital Phablet announced that after September 30, 2026, the feature allowing third-party rates in hotel ads will no longer be available. Google has indicated that all Hotel Ads campaigns will cease serving ads across the entire inventory after this date.
This third-party rates feature is accessible within Hotel Ads and Performance Max campaigns aimed at Travel Goals. However, it will be discontinued once the deadline passes.
As a result, Hotel Ads campaigns relying on third-party rates will stop displaying ads. Conversely, Performance Max campaigns focusing on Travel Goals will continue to run ads through channels like Search, Display, and YouTube without interruption, as no action is required on your part for these channels.
To maintain hotel advertisements, advertisers need to establish a direct price feed. This can be done either by collaborating with an integration partner or creating a Hotel Center account, linking the feed to their Google Ads account, and then recreating their campaigns with similar bidding strategies and budgets.
Additional discussion on this topic can be found on industry forums.
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