OPINION: What the CMA's Google ruling could mean for consumers and the travel industry

When the Competition & Markets Authority (CMA) gave Google Strategic Market Status (SMS) in October 2025, it meant Google’s search services would be subject to certain conduct requirements. These were set out as a proposed package of measures by the CMA in January 2026. Ahead of the CMA’s final report, here’s what those measures could mean for both consumers and the online travel industry.  

More clarity on how Google operates 

The ultimate intention of the new measures is greater clarity on how Google operates – and that matters for consumers. Around 90% of all general web search queries in the UK are made on Google, and 70% of consumers use search engines like Google to research travel.  

The CMA has outlined requirements that, once implemented, would mean search results become more relevant and better aligned to the user’s query, rather than today’s experience, where results often point to one of Google’s own products or services, or where the criteria for ranking results are unclear.  

In travel at present, Google Flights and Google Hotels are placed at the top of the Search Engine Results Page (SERP), above all organic results, meaning consumers may miss out on more suitable or cheaper offers. 

Paid advertising may also be subject to change in the future.  

If dealt with correctly, this could mean more choice and competition. This is better for consumers. 

For businesses, the proposed measures are good news. A fairer system would make it more commercially viable to invest in content that genuinely serves the user’s search query. In turn, customers find better answers, and businesses reach the audiences they are best suited to serve. 

Currently, AI-generated content served by Google pushes organic results further down the page. The proposed new CMA rules state that where Google surfaces AI-generated content, such as in AI Overviews or on AI Mode, it will need to rank and display results within these features in the same objective and non-discriminatory way as proposed for organic results on the main SERP.  

AI Overviews would no longer be fixed above organic results where the latter are more relevant to the user’s query, and sources would need to be clearly signposted.  

This should make it easier for consumers to understand where information comes from and ensure that businesses are credited for the content they have invested in creating. There must also be clear opportunities for consumers to click through to third-party content. Taken together, these measures could support fairer visibility, driving greater competition and value, as well as renewed investment in organic search. 

A step forward, but is this far enough? 

The effectiveness of the proposals will ultimately depend on how the CMA assesses the fairness of Google’s rankings. Without clarity on how the CMA will assess compliance and effectiveness, there may be limited real-world change.  

Within paid advertising, the core concerns are transparency and control. Google sets the auction rules, provides the bidding tools, and has access to data and insight not available to competitors, while also operating its own competing travel products. That creates an inherent conflict of interest. 

Businesses have limited visibility into how prominence is determined across the search results page, so they cannot properly judge whether Google’s decisions are fair, objective and non-discriminatory, or whether those decisions best serve their business interests.  

For consumers, that matters because searches are generally made quickly and are based on position. The most visible options may not always be the most relevant or competitive.  

AI search features (both AI Overviews and AI Mode) present an even greater challenge that policymakers have yet to fully reckon with. Consumers are increasingly using this functionality for their search queries, and 42% say that AI-suggested itineraries will be important in their future search and booking behaviour.  

But when answers are served up without the need to explore further, consumers are exposed to fewer sources and a narrower range of viewpoints curated by Google. Without stronger attribution, it becomes harder to see what’s included, and what’s missing. Convenience does not always equal better outcomes.  

Policymakers will need to go further to ensure fair competition and that businesses retain visibility on how their content performs. That is why the CMA’s proposals to require Google to provide businesses with data on how users interact with their content on AI Overviews and AI Mode are so vital, as they will give businesses greater confidence to invest in AI-optimised content.  

The measures outlined by the CMA represent a step in the right direction. The upside is clear - more relevant search results, greater transparency and a healthier digital marketplace. The more likely outcome, for now, is incremental improvement, with Google retaining significant control. Further steps – first among these addressing how Google treats its own travel products – will be needed to deliver a truly fair and transparent market for consumers and the travel industry.