On June 17, 2026, the UK's Competition and Markets Authority (CMA) introduced two new conduct requirements for Google search services to ensure fairness, improve transparency, and support digital innovation. While much of the initial conversation and headlines have focused on search rankings, the real story, and perhaps the most revolutionary change, lies in traveller data and user choice.
The CMA's new requirements for Google focus on two primary areas:
Greater transparency around search rankings.
New data portability requirements that allow users to share their search data with approved third party services.
According to the CMA, UK businesses voiced concerns that Google's ranking practices lacked transparency and that algorithm changes were often made without sufficient notice. To address this, the CMA is requiring Google to rank organic search results, including those generated by AI Overviews, using objective and nondiscriminatory criteria. Google has been given six months to implement these fair ranking requirements.
For digital marketers and hoteliers, it is unlikely that Google will be forced to reveal its exact ranking formula. However, the CMA has asked Google to provide greater transparency around how these rankings work. Businesses will more likely gain:
Better visibility into ranking factors
Advance notice of significant changes to search algorithms
Formal processes for raising ranking concerns
Additional guidance around AI driven search experiences
While these changes will help businesses better understand how visibility is earned, they are unlikely to replace the need for strong SEO fundamentals. Hotels will still need to prioritise fast and accessible websites, helpful content, clear site architecture, strong local authority, and distinct brand positioning.
The second requirement, which the CMA has ordered Google to implement within three months, may have far reaching implications. By legally mandating data portability, the CMA wants users to have greater control over their search data and the ability to authorise approved third parties to access that information.
For the travel industry, this is crucial because search history contains clear intent. A user's searches reveal:
Where they want to travel and which destinations they are considering
Which activities interest them
When they may be planning their trip
How close they are to making a booking decision
Historically, Google has held a significant advantage because it owned this behavioural data. Now, if travellers can choose to securely share portions of their search activity with other platforms, entirely new travel experiences could emerge. A third party platform with access to that search activity could potentially build highly personalised recommendations without relying entirely on Google's ecosystem. Consequently, travel planning tools could become more predictive, offers could become more relevant, and hotel recommendations could become heavily tailored to individual traveller interests.
Regulators are clearly pushing for greater transparency, greater competition, and greater user control over data. While Google will likely continue to play a dominant role in travel discovery, the landscape is shifting.
For years, hotel marketers have focused heavily on ranking. Moving forward, the goal is no longer simply to rank, but to be understood. As search evolves, hotels need to think beyond traditional rankings and consider entity visibility, brand recognition, destination relevance, first party guest data, and structured content that can be understood across multiple platforms.
Ultimately, travellers may begin to discover, evaluate, and book hotels through a growing number of personalised, AI powered experiences. The businesses that succeed will be the ones that build strong brands, create useful content, and establish clear authority within their destinations, regardless of where the search begins.