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.  

There’s no denying the future of travel is digital. 

Online travel companies have helped over 36 million people in the UK search or book travel over the last two years, while 77% of consumers have booked with an online travel company over the same period.  

What we’re seeing isn’t a gradual shift - it’s happening now. Consumers are taking advantage of the many benefits the digital experience delivers and this will continue at pace, with an estimated £17.5 billion expected to be spent by UK consumers on their next trip booked online.  

As we enter a new year, consumers remain as passionate about travel as ever, but how they plan, book and experience travel is continuing to evolve, with digital playing an increasingly central role.