Trivago Sues Google as the Fight for the First Hotel Click Heats Up

Trivago has filed an antitrust damages claim against Google in Germany, accusing the company of favoring its own hotel search service in general search results.

The case was filed in the Regional Court of Hamburg on May 5, 2026. Trivago says Google’s behavior has harmed its business since 2014 by making rival hotel comparison services less visible to travelers.

The claim covers the period from January 2014 through December 2025. Trivago is also asking the court to recognize Google’s liability from January 2026 onward, which means the company believes the problem is still continuing. It is seeking damages and wants Google to share traffic and revenue data that could help calculate the financial impact.

Google still controls the first hotel click

Many travelers start hotel searches on Google. When someone searches for accommodation in a city, Google’s layout can influence which platforms get clicks first.

If Google gives stronger placement to its own hotel tools, independent comparison sites may lose traffic. That can affect not only Trivago but also online travel agencies, hotel brands, and smaller accommodation providers that rely on comparison platforms to reach travelers.

Trivago is recovering, but Google remains a risk

The lawsuit comes as Trivago is trying to show that its business is becoming stronger. In the first quarter of 2026, the company reported 15 percent year-over-year revenue growth and said it had reached its fifth straight quarter of double-digit growth. It also raised its 2026 adjusted EBITDA outlook to about €25 million ($29.4 million).

Still, Google remains an important part of the company’s story. Trivago said the share of referral revenue from Google was down 34 percent compared with the first quarter of 2023. Management says this shows Trivago has reduced its reliance on search-related channels through more brand marketing and direct traffic.

Europe is already pressuring Google over search

Trivago’s lawsuit fits into a wider European push to limit self-preferencing by large digital platforms. The EU’s Digital Markets Act, or DMA, is designed to stop major online “gatekeepers” from using their market power to disadvantage rivals. Google is already under EU scrutiny over how it displays its own services, including Google Hotels, Google Flights, and Google Shopping, in search results.

The European Commission had given Google more time to answer concerns in an ongoing DMA investigation. A previous proposal from Google was not considered strong enough to fully address regulators’ concerns.

Google’s grip on travel search is getting stronger

This dispute also fits a wider shift in travel search, where Google is becoming a more powerful gateway between travelers and booking platforms. OTAs and other travel brands may face more pressure as classic search clicks decline, and Google brings advertising into AI-led search experiences. Trivago’s lawsuit highlights the same concern from another angle: when Google controls the search layout, travel companies must fight harder to stay visible before the booking decision is made.

Photo by Samuel Regan-Asante on Unsplash