Google is testing the removal of various elements from its search results for hotel queries in Europe to comply with the EU Digital Markets Act (DMA). This act mandates significant changes to Google's services to foster broader competition, including for accommodation aggregator sites. Over the past year, Google has made over 20 modifications to its search features, such as introducing dedicated units to highlight comparison sites for free in categories like flights, hotels, and shopping. However, these changes have negatively impacted airlines, hotel operators, and small retailers, with a reported 30% drop in free direct booking clicks.
Proposed Changes
- Expanded and equally formatted units: Allow users to choose between comparison sites and direct supplier websites.
- New formats: Enable comparison sites and suppliers to display more information, such as prices and pictures.
- New ad units: Specifically for comparison sites.
Engagement and Feedback
Google has engaged extensively with the European Commission and industry stakeholders, hosting over 100 conferences and roundtables. While many stakeholders are satisfied, some demand further changes, such as a complete ban on sophisticated features beyond simple blue links.
Test Implementation
To understand the impact of these changes, Google will run a short test in Germany, Belgium, and Estonia, removing free hotel features like maps and hotel results. Instead, a list of individual links will be shown, similar to the old "ten blue links" format. Results will revert to normal after the test.
Conclusion
Google is reluctant to remove helpful features but aims to balance the DMA's requirements with providing useful technology to European users and businesses. The company hopes to reach a solution that complies with the law while maintaining a positive user experience.
