Third-party rates for hotel ads to be retired after September 30, 2026; affected Hotel campaigns stop serving

Google added a notice to the Hotel Center help page saying the third-party rates feature, used by Hotel Ads and Performance Max for travel goals campaigns without a direct price feed, will be unavailable after September 30, 2026. Affected Hotel campaigns will stop serving across all Hotel Ads inventory, including the Booking Module and Travel Promotion Ads, while Performance Max for travel goals campaigns keep serving on Search, Display and YouTube.

To keep serving on Hotel Ads inventory, advertisers must set up a direct price feed through an integration partner or by creating a Hotel Center account, link the feed to Google Ads, and recreate campaigns with similar bidding and budgets. Google's help page carries no posted date; the notice was first reported on July 3, 2026.