Google is continuing to roll out changes to its travel search results across the European Union. The company has not announced an exact completion date, but it has 60 days to comply with the European Commission’s order. The deadline is September 23. After that date, Google could face a fine of up to 5% of its global annual revenue under the Digital Markets Act (DMA). Google’s search results will remain unchanged in other regions.
Are Google’s travel search changes helping users?
Google’s presentation of travel-related search results has faced scrutiny in Europe for years. In 2024, the company said that free direct-booking traffic sent to travel businesses had fallen by 30% because of EU-mandated changes. Those changes were introduced before the DMA took effect. Now, with the European Commission calling for additional adjustments to Google Search, the company has warned that traffic to travel websites could decline even further.
Google argues that its search changes are designed to provide users with the information they want. The company says it tested alternative layouts and found that users generally disliked the results. However, that reaction may not prove that the current system is better for competition. Travelers may appreciate seeing prices, booking options, or interactive maps directly in search results, while paying less attention to whether the design favors Google over competing travel services. Most users are simply trying to find an affordable vacation.
Google also points to the need for users to retype their queries when viewing certain travel results as evidence of dissatisfaction. But additional searches are not always a sign of a better search experience. Google frequently presents the shift toward AI-powered search as a benefit because it encourages people to conduct more searches. Yet users may also search repeatedly because they have not found the information they need. In this case, those extra searches could be less valuable to Google if they do not generate meaningful advertising or booking revenue.
Google and other companies classified as “gatekeepers” under the Digital Markets Act continue to challenge the law as European regulators increase enforcement. At the same time, the US government has threatened economic sanctions against countries that impose substantial penalties on American technology companies.
Source: arstechnica.com