# Google's DMA shake-up is already costing hotels direct clicks

Canonical-URL: https://hoteltech.news/digest/google-dma-direct-booking-clicks-30
Text-Version: https://hoteltech.news/digest/google-dma-direct-booking-clicks-30.txt
Markdown-Version: https://hoteltech.news/digest/google-dma-direct-booking-clicks-30.md
Language: en
Published: 2026-09-17T18:16:20.644Z
Modified: 2026-09-17T18:16:20.644Z
Author: Joan Sanz
Topics: Revenue & Distribution
Summary: European hotels are losing up to 30% of free direct booking clicks since Google's DMA changes, while first-party guest data stays a promise for many. The Broadmoor shows another way.

## Article

Cayuga Hospitality Consultants has documented cuts of up to **30% in free direct booking clicks** for European hotels since Google's DMA-driven search changes landed, according to a report covered by [Hospitality Net](https://www.hospitalitynet.org/editorial/4134437/googles-dma-changes-have-already-cut-direct-booking-clicks-by-30-is-first-party-guest-data-a-myth-the-broadmoor-generated-1m-in-direct-revenue-from-follow-up-calls). Translation for anyone selling rooms in Spain, Italy or France: the search page you relied on to grab guests for free is now a worse shop window.

The same roundup asks whether first-party guest data is genuinely achievable or just an industry slogan. My take: it is achievable, but not by installing a CRM and praying. It is the consequence of owning the conversation from the first click to the follow-up.

The third story in the same piece is the interesting one. **The Broadmoor generated $1M in direct revenue from follow-up calls**, per the same report. Not from a fancy funnel. From picking up the phone.

The lesson for European hotels watching Google squeeze their free traffic is simple and a bit uncomfortable. Data you own beats traffic you rent.

## Sources

- Hospitality Net: https://www.hospitalitynet.org/editorial/4134437/googles-dma-changes-have-already-cut-direct-booking-clicks-by-30-is-first-party-guest-data-a-myth-the-broadmoor-generated-1m-in-direct-revenue-from-follow-up-calls

## Citation

Google's DMA shake-up is already costing hotels direct clicks. Hotel Tech News. 2026-09-17. https://hoteltech.news/digest/google-dma-direct-booking-clicks-30