If you’ve been manually updating your hotel’s room rates through Google, it is time to start looking for a new workflow. Google recently notified hotel managers via an email that it will officially retire self-service hotel rates on July 30, 2025.
After this date, the ability to set your rates manually in Google disappears. To keep your property’s pricing to travelers on Google, you will be required to work through an authorized connectivity partner.
Google’s states that their shift away from manual entry is a move toward data accuracy. By Google now requiring hotels to use a Central Reservation System or an Internet Booking Engine, it helps ensure that the prices a traveler sees in search results are match the hotel’s actual inventory. This then helps reduces the risk of issues where travelers click through to find a room that is actually sold out or priced differently than what it was advertised in local search.
For many larger brands, this change will be a non-event, as they likely already use sophisticated channel managers. However, for independent hotels, motels, or smaller bed-and-breakfasts that have relied on manual updates, this is a major change.
Starting July 30, 2025, any rates not provided by an integrated partner feed will likely be removed from the Google hotel module. While your business profile will still exist, you may lose the "Official Site" booking link that helps drive direct traffic, leaving your visibility solely in the hands of Online Travel Agencies like Expedia or Booking.com.
