Source: Search Engine Roundtable by barry@rustybrick.com (Barry Schwartz). Read the original article
TL;DR Summary of Google Ends Third-Party Rates for Hotel Ads by 2026
Google will discontinue the third-party rates feature for hotel ads after September 30, 2026. Hotel Ads campaigns using third-party rates will stop serving, but Performance Max for Travel Goals campaigns will continue via other channels like Search and YouTube. Advertisers must switch to a direct price feed by linking a Hotel Center account or working with integration partners to keep showing hotel ads. No action is needed for non-hotel ad channels.
Optimixed’s Overview: Navigating Google’s Transition Away from Third-Party Hotel Ad Rates
Key Changes Impacting Hotel Advertisers
Google has announced a significant update affecting hotel advertising campaigns: the third-party rates feature for hotel ads will no longer be available after September 30, 2026. This means campaigns relying on third-party rate feeds will cease to serve ads on Google’s Hotel Ads platform.
What This Means for Your Campaigns
- Hotel Ads campaigns using third-party rates will stop running after the cutoff date.
- Performance Max for Travel Goals campaigns will continue to deliver ads, but only through alternative channels such as Search, Display, and YouTube.
- Google states that for these other channels, no immediate action is required.
How to Prepare and Adapt
To continue advertising hotel rates on Google Hotel Ads, advertisers must:
- Set up a direct price feed by either creating a Hotel Center account or collaborating with an integration partner.
- Link the direct feed to their Google Ads account to enable display of accurate pricing.
- Recreate hotel ad campaigns with similar bidding strategies and budgets to maintain campaign performance.
Taking these steps before the deadline ensures uninterrupted hotel ad coverage on Google’s platforms.
