Google Redesigns EU Hotel Search Results to Align with Digital Markets Act
Google appears to be initiating a significant update to its hotel search interface within the European Union (EU). This shift comes in response to regulatory pressure from the European Commission, which has demanded that the search giant align its services with the requirements of the Digital Markets Act (DMA). While Google has previously expressed reservations about these mandates—even presenting its own testing data suggesting that DMA-driven search modifications could negatively affect hotels—the company is moving forward with updates to its EU search results.
Though Google implemented several updates throughout 2024, recent observations point to a more fundamental transformation. Hotel SEO specialist Lluc B. Penycate recently documented these shifts on X, noting that Google seems to have begun a major rollout affecting EU-based hotel searches. According to Penycate, the changes directly follow findings from the European Commission indicating that Google’s previous hotel search design did not fully satisfy DMA rules. Consequently, the standard Hotel Local Pack is undergoing a major evolution.
The New Discovery Layers: Multi-Packs and Direct Site Modules
For broad, non-branded queries—such as "Hotels in Playa de Palma"—users in the EU are now encountering a much more intricate search layout. Instead of the traditional, straightforward Hotel Local Pack, Google is introducing two distinct new modules that completely alter the typical user journey.
The first of these new features is what Penycate terms the "Hotel Multi-Pack." In this setup, rather than routing users directly into the Google Hotels platform, Google presents a selection of various third-party travel providers. Each of these provider listings can be expanded to show its own specific set of hotels. This setup introduces an entirely new layer of discovery; instead of immediately picking a specific hotel to book, searchers must first select which travel platform they want to use to browse. Essentially, each provider behaves as an independent search engine housed directly inside Google's search results.
Directly following this Multi-Pack is a second new module designated as "Hotel Websites" (appearing as "Sitios web de hoteles" in Spanish-language interfaces). This module is specifically designed to highlight official hotel websites. It features direct links, pricing information, and dedicated hotel cards, establishing a distinct space reserved exclusively for direct suppliers.
What This Means for Hotel SEO and Visibility
These design changes represent a significant shift in how users find and book accommodations online. If this layout is rolled out more broadly across the European continent, it is expected to alter how hotel businesses track their search engine visibility and capture direct booking demand.
With the introduction of these new modules, travelers must navigate through multiple intermediary layers of visibility before they ever land on an official hotel website. This added complexity could force search marketers and hotel operators to re-evaluate their SEO strategies to maintain prominence in an increasingly fragmented search environment.
