Google to test plain ‘blue link’ results for hotel searches

In response to complaints about its compliance with the Digital Markets Act, the company is adjusting its search results in the European Union

Google announced a "short test" in Germany, Belgium and Estonia, offering simplified travel search results as "10 blue links" without links to Google Travel. Some see this as a strategic move amidst its disputes with the European Commission and the travel industry over the Digital Markets Act.

Key takeaways

• The changes include the introduction of what Google describes as "expanded and equally formatted" units in search results for products, restaurants, flights or hotels. These units are intended to give users the option to choose between links to Google's competitors or directly to the supplier or retailer's website;
• Much will depend on how Google implements this choice, though the blog post does not include any visual examples. It also mentions plans to introduce "other new formats" that will allow comparison sites and merchants to show more details, such as prices and images, about their listings. Again, no visual examples are provided;
• Finally, Google says it will introduce new ad units for comparison sites. But again, we will have to wait and see what these look like.

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