A coalition of European hospitality and travel organisations has issued a joint industry statement calling for changes to how Google implements search results under Article 6(5) of the Digital Markets Act (DMA).
The group argues that current practices risk limiting fair competition and reducing visibility for hotels and restaurants across Europe.
The statement reflects growing industry concern about how Google Search displays its own services, such as booking and local listings, alongside independent businesses. It comes as regulators and market participants continue to assess compliance with the EU’s flagship digital competition law.
Industry concerns over search visibility
Hospitality groups say Google’s presentation of search results may favour its own services, even under the new DMA rules designed to prevent self-preferencing.
The organisations argue that, in practice, independent hotels and restaurants still struggle to compete for visibility. They warn that reduced exposure can directly affect bookings and revenue, particularly for small and medium-sized businesses.
One part of the statement notes that “visibility in search results is essential for reaching customers,” adding that changes to ranking formats “can significantly impact traffic to business websites.”
Call for stricter enforcement
The coalition is urging the European Commission to take a closer look at how Google implements Article 6(5). It calls for clearer guidance and stronger enforcement to ensure compliance delivers real market change.
Industry representatives stress that the intent of the DMA must translate into measurable outcomes. “Equal treatment should be visible and verifiable,” the statement says. It also highlights the need for transparent criteria in search rankings, allowing businesses to understand how results are generated.
The group warns that without effective enforcement, the regulation risks falling short of its objective to create a level playing field in digital markets.
Wider impact on digital competition
The debate around Google Search and the DMA reflects broader tensions in Europe’s digital economy. Policymakers aim to curb the dominance of large platforms, while businesses seek fair access to online consumers.
For the hospitality sector, online search remains a key channel for customer acquisition. Any perceived imbalance in how results are displayed can have immediate commercial consequences.
The joint statement concludes that “fair competition in digital markets is critical for innovation and consumer choice.” It calls on regulators to ensure that the DMA delivers practical benefits for businesses operating across the EU.
As scrutiny of Big Tech intensifies, the outcome of this issue may shape how digital platforms operate not only in travel and hospitality, but across multiple sectors reliant on search visibility.
