Google has initiated a short test in Germany, Belgium and Estonia that simplifies the search results for hotels and lodgings by eliminating some details.
The test will see the removal of various hotel features such as the map, hotel results below the map, property info and other data for hotels.
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Users will be allowed to see links to individual websites, including hotel and vacation rental websites and comparison sites.
This change, reverting to a basic blue link format, is in response to the European Union’s demands for greater compliance with the Digital Markets Act (DMA).
Google’s parent company Alphabet has faced scrutiny since March over allegations that its new search features contravene the DMA’s prohibition on self-preferencing.
Over the past year, Google has engaged with the European Commission and industries, including hotels, airlines, and small retailers.
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By GlobalDataThe tech giant reports a 30% drop in traffic for these sectors due to efforts to align with the DMA.
Meanwhile, comparison sites, which aggregate various options for users, are advocating for further changes.
Google is proposing three additional modifications to its search function.
The primary update involves expanded and uniformly formatted options, allowing users to select either comparison sites or direct supplier websites when searching for products, hotels, flights, and restaurants.
Additionally, comparison sites will benefit from a new format that displays more information such as images and prices within Google search results.
Lastly, Google plans to introduce new advertising units specifically for comparison sites, though no visual examples have been provided.
The hotel search test is temporary, but Google has expressed reluctance, citing potential negative impacts on both the company and European businesses.
The search giant is seeking a balanced solution that satisfies the DMA, European consumers and businesses, and its own operational model.
