Google is complying with EU rules for travel searches, but says the new results are poor. The changes are rolling out in the EU, with a deadline of September 23. After that, Google can be fined up to 5 percent of its global revenue under the DMA. These search results will not change in other regions.

The way Google displays travel results has been contentious in Europe for years. In 2024, Google said EU-mandated changes led to a 30 percent drop in free direct booking traffic. With the European Commission requiring more changes, Google suggests additional traffic reductions will follow.

Google claims it is giving people what they want, citing tests showing users didn’t like the results as much. People searching for travel info may like prices and interactive maps, regardless of anticompetitive concerns. Interestingly, Google’s evidence of dissatisfaction is that users retype queries more often. Google often frames higher search volume as positive, but here, extra searches may not be monetized effectively.

Google and other "gatekeepers" under the DMA oppose the law as the EU steps up enforcement. Meanwhile, the US government has threatened the bloc with economic sanctions if it continues to fine US tech giants.