In a move to address EU tech regulations, Google tested its classic search format, only to find it hindered hotel visibility and user satisfaction.
Google has revealed that a trial of its traditional search result layout, featuring 10 blue links per page, negatively impacted both users and hotels. The test, conducted in Germany, Belgium, and Estonia, aimed to gauge the format’s viability under new EU digital regulations. The results showed users were less satisfied and took longer to find desired information, with hotel traffic dropping by over 10%.
The test was part of Google’s efforts to align with the EU’s Digital Markets Act, which prohibits favouritism towards its own services. However, the return to the older layout, implemented last month, left hotels at a disadvantage and reduced the ability of users to locate accommodations efficiently. “People had to conduct more searches and often gave up without finding what they needed,” stated Oliver Bethell, Google’s Competition Legal Director.
The trial results come as Google faces mounting pressure from price comparison websites and the European Commission. Over 20 comparison platforms have criticised Google’s compliance proposals, urging EU regulators to impose penalties. Google has indicated it will seek further guidance from the Commission to develop a suitable solution. This tension underscores the challenges tech giants face in balancing business interests with regulatory compliance and user experience, particularly in Europe’s increasingly stringent tech landscape.