Google is about to shake up its search results in Europe.
The company is preparing to test changes that would give rival travel and booking platforms more visibility, a move aimed at avoiding a potentially massive fine from EU regulators.
And this isn’t a small issue. Under Europe’s new tech rules, fines can reach up to 10% of a company’s global annual revenue.
What’s Going On?
Last March, the European Union charged Google with breaching the Digital Markets Act (DMA).
The accusation?
Google allegedly gives preferential placement to its own services in search results, especially in categories like:
- Hotels
- Flights
- Restaurants
For example, when you search for hotels in a city, Google often shows its own booking features or aggregated results before competitors.
EU regulators argue that this squeezes out rival “vertical search services”, platforms that specialise in one specific category, like travel or food discovery.
What Google Is Planning
According to a source familiar with the matter, Google will soon test a new search format in Europe.
Here’s what could change:
- Top-ranked rival search engines may appear by default in results
- Google’s own services would appear alongside competitors
- Hotels, airlines, restaurants, and transport services with live data feeds may be positioned above or below rival listings
The initial rollout will focus on hotel searches, then expand to flights and other services.
This would apply across European markets.
Why This Matters
Google has already paid €9.71 billion ($11.5 billion) in EU antitrust fines since 2017.
Regulators have made it clear they are serious about enforcing competition rules against Big Tech.
The Digital Markets Act is specifically designed to:
- Prevent dominant platforms from favouring their own services
- Ensure fair visibility for competitors
- Increase transparency in digital marketplaces
If Google fails to comply, the penalties could be severe.
EU vs Big Tech
The EU has taken a much tougher stance on large technology companies in recent years.
These actions have also caused friction with the United States, including:
- Political tensions
- Trade-related threats
- Diplomatic disputes over digital regulation
Europe is positioning itself as the global regulator of large tech platforms, and Google is one of the biggest targets.
What Happens Next?
The European Commission declined to comment on the reported changes.
If Google’s new search layout satisfies regulators, it could avoid another large fine.
If not, enforcement under the Digital Markets Act could escalate quickly.
One thing is clear:
Search results in Europe may look very different in the near future.