Google Tests Old Search Format, Finds it Unfavorable for Hotels

In a recent test of its old 10 blue links search result format, Google discovered that it negatively impacted user satisfaction and hotel traffic. The test, conducted in Germany, Belgium, and Estonia, aimed to balance the demands of price comparison websites and hotels while complying with the EU's Digital Markets Act (DMA).

According to Oliver Bethell, Director of Competition Legal, users were "measurably less satisfied" with the old format, taking longer to find hotels and often giving up before finding what they were looking for. The test results showed a significant decrease in traffic to hotels, with a loss of more than 10% affecting hundreds of thousands of European hotels, while traffic to intermediary sites remained largely unchanged.

Google is now seeking feedback from the European Commission to find a solution that satisfies all parties involved. This announcement follows criticism from over 20 price comparison websites, who argue that Google has ignored their feedback and should be charged by EU antitrust regulators for non-compliance with the DMA.