If you run a hotel, restaurant or local travel site, EU Google Search for hotels, flights and restaurants now looks different. Google is splitting results into two units: one for OTAs and aggregators, one for direct suppliers. On the supplier unit, European users can no longer filter by travel dates, see live prices, or use tags such as “budget” or “boutique.” Hospitality.today’s read is blunt: what remains for hotels in that box is closer to a directory entry (name, link, address, phone). Rates still appear elsewhere (Maps, google.com/hotels), but not in the free supplier strip the way many properties expected after DMA concessions.

Vacation rentals are another cut. Google said it is removing the vacation-rentals unit from the European SERP (reported around 8 September), while feeds can still power results outside that unit on Maps and google.com/hotels.

A second deadline sits on the paid side. On 30 September 2026, Google stops sourcing hotel rates from third parties for Hotel Ads. If you want a price in Hotel Ads / related Performance Max travel setups that depended on Google-sourced third-party rates, you need a direct feed via Hotel Center or a connectivity partner, linked to Ads, with campaigns rebuilt as Google requires. That is agency and feed work, not a Brussels speech.

Treat Google’s “up to 30% drop in free direct booking clicks” as advocacy until someone outside Google audits this week’s layout. The company is arguing against DMA enforcement after a large Commission fine. The product change is real. The traffic percentage is not independently verified in these sources.

What to do this week if you sell rooms or seats in the EU:

  1. Search your brand and city from an EU IP and screenshot both units.
  2. Ask your agency whether Hotel Ads / PMax still rely on third-party rates, and whether Hotel Center is linked.
  3. If not, start the direct feed before 30 September and check price parity against your booking engine.
  4. Do not confuse the free SERP strip with paid inventory. Different surfaces, same need: own your rate feed.

Google moved shopping tools and live rates off the free supplier box. Your agency still owns whether the paid feed is ready.