Google’s Removing Elements From Hotel Search Results in EU to Comply With the DMA

Google has announced that it’s running a test which will see it remove various elements from its search results for hotel queries in Europe, which could impact hotel marketers.

The test comes as a result of Google’s ongoing efforts to comply with the EU Digital Markets Act (DMA), for which, Google has been required to implement various changes to enable broader competition in various sectors. Which includes accommodation aggregator sites.

As per Google:

“Over the past year, we have made many changes to comply [with the DMA], including significantly redesigning certain features and completely removing others in Europe. This includes more than 20 modifications to Google Search, like the introduction of dedicated units and formats to boost the prominence of comparison sites for free in categories like flights, hotels, and shopping, among others. We have also removed useful features from the search results page, like features that show flight information, and reduced functionality for some of our clickable maps – changes that have negatively impacted the experience of our European users.”

Google says that while these changes have benefited online travel aggregators and comparison sites, in contrast, airlines, hotel operators, and small retailers have reported that free direct booking clicks are down as much as 30%.

So Google’s not overly happy with the DMA imposed changes. And it’s not happy with this latest experiment either, which will see the removal of free hotel features from Google Search for users in Germany, Belgium, and Estonia.

“The test will remove some of the features that have been at the focus of the debate, including the map that shows where hotels are and hotel results underneath it. Instead, we will show a list of individual links to websites without any of the additional features – similar to our old “ten blue links” format from years ago.”

Which sounds like a step back, but Google’s working to adhere to DMA laws that seek to maintain equality in reach and coverage, and ensure that Google’s doesn’t use its dominant position in search to kill off perceived rivals.

Which is a difficult balance to maintain, especially when also trying to match that with innovation and invention. And while the principles of the DMA make sense, in working to negate the power of large digital platforms, and ensure fair competition, it does indeed feel like a step back, with limited benefit.  

Google says that hotel search results will return to normal after the test, and it’s hoping that it doesn’t have to remove features that benefit consumers and businesses in Europe.

But the DMA is complex, and finding the right balance remains a difficult challenge for all large online platforms.

Either way, worth noting for those in the travel industry, especially as we head into the holiday season.

You can read more about Google’s latest DMA changes for hotel listings here.