Google is making changes to how it displays search results in EU markets, including a test of plain 'blue link' style search results for hotel queries. This is in response to complaints about its compliance with the Digital Markets Act (DMA), as ongoing scrutiny continues regarding its practices that competitors argue undermine equal market accessibility.
Travel comparison sites have voiced concerns that Google is supposedly circumventing its obligations under the DMA, which may have resulted in a significant drop – around 30% – in direct booking clicks for airlines and other travel retailers, indicating that Google's modifications to its search engine are perceived as detrimental to those smaller players in the travel ecosystem.
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