Google tests daring hotel search: user disappointed, traffic dropped drastically!

Google tests daring hotel search: user disappointed, traffic dropped drastically!

In a dramatic elevator of the functions, Google has ended its test procedure for the hotel search in Germany, Belgium and Estonia abruptly. Originally, the Tech-Riese wanted to remove the display of direct booking links from its search results as part of the new European Digital Act DMA and instead present only simple links. With this measure, Google reacted to the demands of the competition, which feared the disadvantage of its offers. However, as explained in the blog post by Oliver Bethell, the head of the legal department at Google, the results of the test showed that both users and the European hotel providers suffered from this change. Bethell noted that the "Blue Links" presentation from ten years ago did not bring any improvements and reduced the use of the search engine as a whole.

The consequences were devastating: the affected hotels recorded over 10% less traffic. Hundreds of thousands of European hotels felt this decline in search queries, which led to significant dissatisfaction with users. According to a report by Android Police , the users needed considerably longer to find suitable accommodations and many gifts even frustrated. Compared to the previous comprehensive search results that offered interactive maps and a variety of information, the reduced display on simple links fell far behind the expectations.

a law that is disparaged

The changes are in the context of the controversial digital markets Act (DMA), which prohibits large online platforms such as Google, to prefer their own services. This law should promote more fairer competition, but Google argues that it affects the quality of the search results. This test served as an attempt to demonstrate the effects of the law and conveyed the feeling that it was more harmful to users than helped. These results could now influence public opinion on the DMA and question the enforcement of the law, since it looks like the European consumer was finally the loser in this competition between big tech companies and regulatory authorities.