Google tests new DMA-compliant hotel search layout

New EU rules could shift visibility, traffic, and booking power away from Google toward third parties

Google is testing a new search results format for hotel queries in the European Union to comply with the Digital Markets Act (DMA). The redesign aims to address concerns that Google has been favoring its own hotel search products over competing platforms. Early versions introduce alternative layouts at the top of search results, giving more prominence to third-party sites. For hoteliers, these changes could materially alter how guests discover and book hotels online.

Key takeaways

• New search layout in testing: Google is experimenting with alternative hotel search result formats that change how listings appear at the top of the page, directly impacting visibility for hotel inventory.
• Less preferential treatment for Google products: The changes are designed to reduce Google’s ability to prioritize its own hotel modules, potentially weakening the dominance of Google Hotel Ads in the booking funnel.
• More exposure for intermediaries: Online travel agencies, metasearch platforms, and other third parties may gain stronger placement, increasing their role in capturing demand before it reaches hotel direct channels.
• Direct booking strategies at risk: Hotels that rely heavily on Google visibility for direct bookings may see shifts in traffic patterns, requiring adjustments in SEO, metasearch, and paid acquisition strategies.
• Distribution mix becomes more critical: As search real estate is rebalanced, hotels may need to rethink their channel mix, including how they leverage OTAs, metasearch, and GDS to maintain visibility.
• Regulatory uncertainty continues: The test follows earlier proposals that failed to satisfy regulators, meaning further changes are likely and the final structure of hotel search in Europe remains uncertain.
• User experience may change booking behavior: Previous compliance experiments reduced usability and click-through rates, which could impact conversion patterns and overall demand capture across channels.

Source: MLex

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