Google updated its Search Central documentation to include ‘things to do’ queries within its aggregator and supplier units for users in the European Economic Area (EEA), directly responding to Digital Markets Act (DMA) regulations.
This expansion broadens Google’s specialized search results beyond initial travel and shopping categories to encompass leisure activities, guided tours, and events, significantly impacting tourism and local commerce providers across Europe.
The updated guidelines specify that aggregator units, which display results from multiple providers, require companies to be approved as Vertical Search Services (VSS) and submit data via feeds or API. Google will expand results from the top-ranked supplier by default, according to the documentation.
Direct providers, such as independent hotels or activity organizers, can appear in supplier units if their websites are crawlable and serve EEA users. However, these supplier units are only displayed when an aggregator unit is also present, Google reported.
Barry Schwartz of Search Engine Roundtable said the update is important for businesses offering experiences and activities in the EEA.
This initiative follows previous expansions under DMA compliance, which included local businesses in September 2026 and initially covered hotels, flights, trains, buses, and products. The move signals Google’s continued efforts to adapt its search offerings to meet regulatory requirements in the European Union.
Source: Abondance
