Google has announced that the third-party rates for hotel ads feature will be discontinued after September 30, 2026. Following this date, campaigns utilizing these rates will cease serving across all Hotel Ads inventory.
Currently, this feature is available in Hotel Ads and Performance Max for Travel Goals campaigns. Post-September 30, while Hotel Ads campaigns will no longer serve, Performance Max for Travel Goals campaigns will continue running ads through channels like Search, Display, and YouTube without further action needed from advertisers.
To keep displaying hotel ads, advertisers are required to set up a direct price feed via an integration partner or establish a Hotel Center account linked to their Google Ads account, then recreate the campaigns with similar parameters.
This news was spotted by Barry Schwartz.