European digital marketing law reduces clicks and bookings on Google hotel ads by 30%

Excerpt from Mirai

After months of adaptation, on January 19th, Google began rolling out changes it made to comply with DMA (Digital Markets Act) requirements. The rollout ended on March 7th.

Just a few days after the first changes were implemented, we started to see how they impacted hotel campaigns in Google Hotel Ads. Three months later, the hotel's performance is still deteriorating.

• Just over three months after implementation, click-through data 30% less traffic Comparison of EU markets affected by the introduction of DMA and markets without DMA.
• The graph below shows the difference in clicks for Google Hotel Ads between regions affected and unaffected by DMA, and shows a 30% decrease in clicks.

*Source: Mirai. Comparison of traffic for 3,450 hotels between DMA and non-DMA markets from January 1 to April 22, 2024. twenty four
What has been lost with the introduction of DMA?

Viewed from the hotel side

Hotels have lost visibility in terms of user experience. This can be proven as follows.

• 30% fewer clicks to website In markets affected by DMA.
• Direct bookings down 36% In markets affected by DMA.

sauce: Mirai-chan. Traffic comparison for 3,450 hotels between DMA and non-DMA markets from 01.01.24 to 22.04.24

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