Google is testing removing some hotel search features and maps to simplify search results in three EU countries, comply with EU regulatory requirements, and meet demands from comparison websites. Google said search results will revert to the old “ten blue links” to increase free direct booking clicks.
Google complying with the EU Digital Markets Act
Google announced it will run a temporary test of removing “the free hotel listings” from Search in Belgium, Germany, and Estonia to comply with the new Digital Markets Act (DMA).
Google said the test should help hotel operators, airlines, and small retailers increase their free direct booking clicks and reduce the dominance of “comparison sites and large online travel aggregators.”
During the test, Google will replace features like maps and hotel listings with the original blue links to comparison websites and hotels.
The test will only affect people searching in these three EU countries and not outside users. Google also said results will return to normal once the test is complete.
Google wrote on its keyword blog it had made over 20 modifications to its search listings to comply with the EU Digital Markets Act (DMA). However, “comparison sites insist that our changes need to go even further.”
Google wrote:
- “To do this, we will be running a short test to remove the free hotel features from Google Search for users in Germany, Belgium, and Estonia. The test will remove some of the features that have been at the focus of the debate, including the map that shows where hotels are and hotel results underneath it. Instead, we will show a list of individual links to websites without any of the additional features — similar to our old “ten blue links” format from years ago. Results will return to normal once the test ends.”
Google trying out 3 changes
Google admits that some of its recent modifications have negatively affected European users’ experience in Search. Many changes have only benefited comparison websites and large online travel aggregators, making it harder for small retailers, hotel operators, and airlines to reach potential customers.
Google reported that “free direct booking clicks are down as much as 30% since we implemented our original changes.”
To address the decline in booking clicks for smaller independent operators, Google has proposed further changes, which include:
- “Expanded and equally formatted units that allow users to choose between results that take them to comparison sites and results that take them directly to supplier websites when searching for products, restaurants, flights or hotels.”
- “Other new formats that allow comparison sites and suppliers to show more information about what is on their websites, like prices and pictures.”
- “New ad units for comparison sites.”
A temporary test; no action required
Google’s search team analyst Gary Illyes has told those affected by the test that it’s temporary and no action is required during the test.
Here’s Google’s test announcement on the Google Search Console Help page:
- “On Monday, November 25th, we will begin a test affecting hotel results in Germany, Belgium, and Estonia. During the test we will remove some hotel features which include the map, hotel results underneath the map, property info, and other data for hotels.
Links to individual websites – including hotel and vacation rental websites and comparison sites – will be shown instead.
The test will apply to users located in these three countries. For example, it will apply to a user located in Germany who is searching for hotels within Germany, e.g. [hotels in Berlin], as well as outside Germany, e.g. [hotels in Bangkok]. If any user located outside of Germany, Belgium or Estonia searches for [hotels in Berlin] the test will not apply. The test will also not apply if a user searches for an individual hotel.
It is a short, temporary test. Once it ends, results will show up as they did before. Websites do not need to take any action.”Google provides further details about the test’s purpose in its blog post.
