Alphabet’s Google is preparing to roll out significant changes to how it displays search results for travel and shopping queries in the European Union. The move is part of the tech giant’s efforts to align with the EU’s strict Digital Markets Act (DMA) and avoid potential multibillion-euro penalties.
A New Approach to Search Results
According to sources familiar with the plans, Google will soon introduce a feature that places a curated selection of third-party shopping and travel platforms — such as Booking.com and Expedia — at the top of relevant search results.
This new interface will include a box featuring ranked results from competing price-comparison services. Users can click through to either the platforms themselves or directly to merchants such as airlines and hotels. The site deemed most relevant will be spotlighted, with a dropdown menu offering access to additional competitors, including Google’s own services.
In some cases, Google may display a simplified list of direct links to service providers just below the comparison box.
Why This Matters
This shift comes amid increasing pressure from Brussels, which has taken a hard stance on anti-competitive practices by major digital platforms. In March, the European Commission formally warned Google that its current search design favored its own tools — such as Google Flights — in violation of the DMA.
The company’s track record with EU regulators includes a €2.4 billion fine in 2017 for prioritizing its shopping service over rivals. The new changes represent Google’s latest attempt to meet regulatory expectations without compromising too much on user experience or commercial strategy.
A Broader Regulatory Context
The Digital Markets Act, introduced to curb the dominance of Big Tech in Europe, prohibits companies from giving preferential treatment to their own services and from merging user data across different platforms. Penalties for non-compliance can reach up to 10% of a company’s global annual revenue — and 20% for repeated violations.
Google is not the only firm under scrutiny. Apple was fined €500 million for App Store restrictions, and Meta (parent company of Facebook and Instagram) received a €200 million penalty for its “consent-or-pay” ad model.
Tensions Between Brussels and Washington
These regulatory moves have triggered political pushback from Washington. Some U.S. officials, including representatives from the National Security Council, have criticized the EU’s enforcement of the DMA, describing the fines as “economic extortion.” The resulting strain has complicated ongoing transatlantic trade negotiations, especially as tariff threats from the U.S. remain on the table.
This isn’t just a story about compliance. It’s a bellwether for the future of global digital governance. Google’s concessions mark a shift in how major platforms will need to architect user experiences across regulated markets — particularly in regions with growing tech oversight like the EU, India, and LATAM.
The outcome here could set the tone for similar enforcement actions elsewhere — and redefine the delicate balance between user-centric innovation, competitive fairness, and platform control.
