Google is making changes that will affect its hotel search results in Europe. This comes after the European Digital Markets Act (DMA) was enacted. In Germany, Google is conducting a test where many hotel search results will be removed. Currently, when searching for a hotel, three paid results from specialized search engines like Booking.com or Check24 appear first. Below, there is an interactive map showing hotel entries and prices for overnight stays, known as free booking links. More unsponsored hotel entries follow below the map. In this test, the map and free booking links will disappear.
Google is complying with the DMA regulation, at least temporarily, in Germany, Belgium, and Estonia. Competitors want to prevent travelers from booking hotels directly through Google search results. After complaints from flight search engines like Kayak, Google had already stopped its flight search service (Google Flights) in Europe in March.
Oliver Bethell, head of Google’s legal department, wrote in a blog post that some functions, such as the map showing hotel locations and the hotel results below it, will be removed during the test. Instead, Google will display a list of individual links to websites without additional features, similar to its old ‘ten blue links’ format from years ago. Once the test is completed, the results will be displayed normally again. Google did not specify how long the test will last.
According to the Digital Markets Act (DMA), large online platforms are not allowed to favor their own services. The Google search is one of the services identified as a gatekeeper by the EU Commission. These platforms are subject to rules intended to increase competition.
For years, Google has often tried to provide direct answers to user queries alongside a selection of information. This has repeatedly led to criticism, especially from specialized search engines accusing Google of unfair competition. With the test, Google aims to demonstrate transparency, showing that neither consumers nor the hotel industry benefit when competitors’ demands are met.
Google’s new AI search has faced challenges. The company wants to ensure that its services align with the new regulations while maintaining functionality for users. The changes are part of Google’s ongoing efforts to comply with European laws and address competition concerns.
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