In Part II of our analysis of 300 European consumers' hotel search sessions on Google, we take a deeper dive into where and how they engage with search results, surfacing ways in which hotel Suppliers might improve their chances of acquiring a guest in this challenging ecosystem.

Google is likely averse to making significant user experience changes in the hotel vertical because the status quo is so profitable. Booking.com appears to be the primary driver of this profitability.

In 2007, Google removed links to Mapquest and Yahoo Maps from the top of search results. That was designed to boost Google Maps. It worked.

Google has positioned entities of all sorts – whether local, hotel, tickets or products – as beyond the regulatory bounds of the DMA.

The appearance of a second Local Pack in the EU seems to fly in the face of the Digital Market Act's anti-self-preferencing rules.

Places Sites may as well not exist. The module drives almost no engagement, even above the fold.

Google has created new search features for the 27-country European Economic Area. Here's what they look like.

Google has made various changes to local SERPs to comply with the DMA. But most of them don't really benefit publishers or users.

What would Google local search results look like if Google couldn't put the Local 3-Pack at the top of search results? A recently discovered test may give us a clue.