For several decades, Google has evolved well beyond its initial function as a search engine, enriching its results with a variety of interactive and visual elements. However, new legal requirements in Europe are forcing the firm to reexamine its approach, mainly regarding the display of results for certain specific searches such as hotels.
Google adaptations under pressure from European regulators
The Digital Markets Act (DMA), which came into force in March 2024, imposes strict constraints on technology giants in order to ensure fair competition. To comply with these new rules, Google has started to substantially modify the presentation of its search results. The main objective is to avoid any anti-competitive practices, including favoritism towards its own price comparison or travel booking services.
As a result, Google has introduced floating blocks highlighting free information from external comparison sites in categories such as hotels, flights and various products. These new modules often include images and price ranges taken directly from specialist sites, promising greater neutrality in the display of results.
Various criticisms and reactions: between satisfaction and dissatisfaction
The changes initiated by Google have received mixed reactions among the various market players. While some large comparison sites see an obvious advantage in benefiting from better free visibility, others, particularly independent hotels and small businesses, complain about losing a significant portion of their direct traffic. In particular, some report a decrease of up to 30% since the first adjustments were implemented.
Google's general counsel, Oliver Bethell, has spoken out in favor of the compromises necessary to satisfy regulators while acknowledging the inherent complexity of this task. According to him, it is necessary to strike a balance between the expectations of the authorities and those of end users.
Experimenting with the return to the ten blue links in Europe
To measure the real impact of these changes and respond to criticism, Google has launched a series of experimental tests in three European countries: Germany, Belgium and Estonia. During this test phase, Google has temporarily removed some popular features, such as maps detailing hotel availability, in favor of a return to the minimalist display of the “ten blue links”, similar to that of the search engine’s early days.
This change has raised several questions. Small hotels and retailers fear a further loss of visibility, making their operations even more dependent on third-party platforms imposing substantial commissions. The German hotel association has raised concerns about the potential impact on local businesses’ revenues.
According to Oliver Bethell, these adjustments represent the “right way to balance the difficult trade-offs that the DMA entails.” However, Google remains concerned that it may have to go even further in line with the European Commission’s demands. Some industry players, such as Booking, AirBnB, and Expedia, believe that Google is not exploring innovative solutions that would better address regulatory concerns.
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