On 23 July 2026 the European Commission announced that it is imposing fines on Google totalling €890 million for breaches of the Digital Markets Act. The information comes from the Commission's official representation; the decision can be appealed.
What was fined and how much
The total is split into two parts. The first is €460 million for Google Search. The second is €430 million for Google Play, where the Commission finds restrictions on developers directing users to cheaper offers outside the store.
For Search, the claim is that Google ranks its own shopping, hotel, transport and sports services more favourably than similar services from other companies. They were given a higher position, richer visual elements or filters. The law requires such a company not to favour its own services and to apply transparent, fair and non-discriminatory conditions.
It is important to read this precisely: €460 million covers all of these categories together. The Commission does not state what part of it is due specifically to hotels.
What happens next
The Commission gave Google 60 days to comply; that deadline expired around 21 September 2026; as of 15 October 2026 no newer announcement from the Commission has been found. If Google does not comply, the Commission can impose periodic payments of up to 5% of total worldwide turnover. According to the Commission, Google has already proposed and started testing changes to the way it shows its own free services, including hotels and flights, and the Commission describes this as significant progress. The changes for shopping ads and for sports content are still being assessed, and the proposals for AI Overviews and AI Mode remain in dialogue.
What this means for your property
The news places no obligation on hotels and guest houses and does not promise a better place in the results. It is a signal that the way Google shows hotels in Europe may change, and the direction is not yet clear. It is practical not to build all your enquiries on a single place of visibility.
- Check where your enquiries come from now: platforms, Google, phone calls, social media, returning guests.
- Look at how you appear in Search and on the map: make sure your name, address, phone number, photos, opening hours and prices are the same everywhere.
- Have a place of your own that you control: a page with your rooms, photos and services, and a way for people to ask you directly.
- Follow the changes, but do not change your strategy because of a single piece of news.
Where ISKA fits in
ISKA Website shows the rooms with photos and, optionally, a “from” price, the services, the gallery and the offers, and it has an enquiry form. An enquiry is not a reservation and does not hold a room; the website is not an online reservation system and does not accept payment. It is offered by individual quote. There is more about choosing direct routes to guests in our article on direct enquiries.