New EU Digital Markets Act Prompts Google to Test New Hotel Search Format Favoring Third-Party Visibility
🌐 May 5, 2026, in the European Union, Google tests new hotel search formats due to the Digital Markets Act, aiming to reduce Google’s own product favoritism. The changes may boost third-party visibility, impacting hotel direct bookings. Hotels might need to adjust strategies in SEO, metasearch, and distribution channels. Regulatory outcomes remain uncertain, with potential shifts in user booking behavior and demand capture. Further changes are anticipated, altering Europe's hotel search landscape.
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