Google is making significant changes to its search algorithm and interface in Europe, which could impact how its services are displayed compared to those of third-party companies like Expedia or Booking.com. These third-party services are often referred to as Vertical Search Services (VSS), which specialize in specific areas like travel or accommodation. According to internal data from Google, these changes are expected to have negative effects on websites for airlines, hotels, and restaurants. These include a 30% drop in traffic related to direct and free reservations, increased economic reliance on online booking platforms, and a more complex process for customers to find services. Additionally, Google claims the changes result in a functional regression for internet users, with a noticeable decline in service quality—something it says is the worst in nearly 30 years. User testing in Europe has revealed a high level of dissatisfaction, according to Google. The company argues that the changes favor online intermediaries over local businesses and remove features that users rely on daily. As a result, users may need to perform multiple searches to find information about prices or availability. This restructuring comes from European regulators aiming to create a fairer balance between Google's services and those of its direct competitors in specialized search areas. The changes also occur amid significant financial pressure on Google. The company has been fined a total of 10.38 billion euros by the European Union for anti-competitive practices. In July 2026, Google was hit with a 460 million euro fine for favoring its own services in search results. Faced with potential penalties that could reach up to 5% of its global revenue, Google had little choice but to comply with the new regulations. For online booking companies, this restructuring highlights the need to diversify their marketing and customer acquisition strategies beyond their own websites and Google’s search engine results. Relying solely on organic traffic from traditional search engines is becoming riskier. The era of organic SEO is gradually giving way to an ecosystem where visibility on third-party platforms is increasingly essential for businesses to remain competitive.