As EU’s DMA and AI shifts reshape metasearch, Expedia, Trivago, TripAdvisor—and newer players—are stepping into the gap
Jun 25, 2025
A Skift-led narrative reveals that Google Hotels is feeling tangible pressure from two fronts: the Digital Markets Act (DMA) in Europe, which has reshaped search results to the detriment of Google’s vertical services, and the rise of its own AI-powered Overviews that are subtly diverting user interaction. Although Google remains a formidable force, competitors like Expedia, Trivago, TripAdvisor, and the upstart Super.com are gaining traction by capitalizing on these disruptions.
Key takeaways
- Google Hotels erodes in EU market share: DMA-driven changes and AI Overviews have eroded Google’s dominance—at least marginally—opening opportunities for OTAs to recapture traffic.
- AI Overviews alter user behavior: Google’s AI-generated summaries are shaping travel search interactions, subtly shifting attention away from dedicated metasearch results toward narrative-based responses.
- Competitors seize momentum: Expedia, Trivago, TripAdvisor, and Super.com are capitalizing on Google’s relative missteps—Skift notes that while Google remains relevant, its competitors are making significant gains.
- Long‑term deals under new pressure: Stakeholder commentary suggests increasing volatility: forging long-term distribution agreements feels riskier as regulation and AI reshape the digital landscape .
- Not a collapse—yet: Google Hotels is not on the brink, but the outsider players are gaining ground—and industry watchers caution this marks a pivotal shift.
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