EU Consumer Research in Hotel market, The impact of recent EU fines on Google, Possible remedies to prevent Google self-preferencing
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Google and Booking: The Symbiotic Gatekeeper Relationship in European Hotel Search -
We dive into our recent user behavior research findings about hotel searches in Europe. We recruited 100 users each from Spain, France, and Germany, asking them to find hotels in Paris or Rome, and observed how they interacted with Google's search results.
The European hotel market is quite distinct, with behavior in hotel searches differing drastically from other verticals, as well as across countries. This, coupled with Google’s persistent self-preferencing, poses challenges for fair…
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