{"id":146,"date":"2024-10-08T16:19:11","date_gmt":"2024-10-08T14:19:11","guid":{"rendered":"https:\/\/pt.wubook.net\/blog\/?p=146"},"modified":"2026-02-04T15:47:42","modified_gmt":"2026-02-04T14:47:42","slug":"digital-markets-act-what-it-is-and-how-it-has-changed-the-visibility-of-hotels","status":"publish","type":"post","link":"https:\/\/pt.wubook.net\/blog\/digital-markets-act-what-it-is-and-how-it-has-changed-the-visibility-of-hotels","title":{"rendered":"Digital Markets Act: o que \u00e9 e como mudou a visibilidade dos hot\u00e9is"},"content":{"rendered":"\n<p>Caros WuBookers, n\u00e3o foi h\u00e1 muito tempo que fal\u00e1mos sobre <strong>visibilidade no Google e Google Hotel Ads<\/strong>, mas algo mudou nos \u00faltimos meses (e ainda mudar\u00e1).<br>Estamos a falar do <strong>Digital Markets Act (DMA)<\/strong>, legisla\u00e7\u00e3o introduzida pela <strong>Uni\u00e3o Europeia<\/strong> para garantir um <strong>mercado digital mais justo<\/strong>.<\/p>\n\n\n\n<p>Entre as medidas inclu\u00eddas no DMA est\u00e1 a <strong>regula\u00e7\u00e3o da atividade dos chamados \u201cgatekeepers\u201d<\/strong>, que inclui o Google.<br>Mas <strong>o que estipula o DMA e o que muda para hot\u00e9is e propriedades<\/strong>?<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">O que \u00e9 o Digital Markets Act e por que foi introduzido<\/h2>\n\n\n\n<p>O <strong>Digital Markets Act (DMA)<\/strong> pretende tornar o <strong>mundo digital mais justo e aberto<\/strong>, em benef\u00edcio de <strong>utilizadores privados e empresariais<\/strong>.<\/p>\n\n\n\n<p>Para tal, estabelece um <strong>conjunto de crit\u00e9rios e obriga\u00e7\u00f5es<\/strong> destinados a identificar e regular a atividade dos chamados <strong>\u201cgatekeepers\u201d<\/strong> (literalmente, \u201cguardi\u00f5es do port\u00e3o\u201d).<\/p>\n\n\n\n<p>De acordo com a UE, os <strong>gatekeepers<\/strong> s\u00e3o <strong>grandes plataformas que exercem uma fun\u00e7\u00e3o de controlo de acesso<\/strong> aos servi\u00e7os online, limitando assim a <strong>justi\u00e7a no mercado<\/strong>.<\/p>\n\n\n\n<p>Em setembro de 2023, a UE identificou <strong>6 dessas empresas<\/strong>: Alphabet (empresa-m\u00e3e do Google), Amazon, Apple, ByteDance (TikTok), Meta (Facebook) e Microsoft (Windows); e deu-lhes <strong>6 meses para cumprir as regulamenta\u00e7\u00f5es<\/strong>.<\/p>\n\n\n\n<p>De facto, o DMA <strong>pro\u00edbe<\/strong>:\u00a0<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Favorecer os seus pr\u00f3prios produtos e servi\u00e7os<\/strong> em detrimento dos concorrentes na plataforma;<\/li>\n\n\n\n<li><strong>Impedir que os utilizadores contactem diretamente as empresas<\/strong> fora da plataforma;<\/li>\n\n\n\n<li><strong>Rastrear os utilizadores para fins publicit\u00e1rios<\/strong> sem o seu consentimento expl\u00edcito;<\/li>\n\n\n\n<li><strong>Impedir que os utilizadores desinstalem aplica\u00e7\u00f5es ou software pr\u00e9-instalados<\/strong>.<\/li>\n<\/ul>\n\n\n\n<p>O <strong>objetivo \u00e9 m\u00faltiplo<\/strong>: promover uma <strong>maior transpar\u00eancia e competitividade<\/strong>, reduzindo pr\u00e1ticas desleais derivadas do <strong>dom\u00ednio do mercado<\/strong>, e dar aos consumidores <strong>mais oportunidades e liberdade de escolha<\/strong>.<\/p>\n\n\n\n<p>Assim, a partir de <strong>mar\u00e7o de 2024<\/strong>, o <strong>Google<\/strong> tamb\u00e9m se adaptou ao DMA, <strong>reestruturando completamente a p\u00e1gina de resultados de pesquisa de hot\u00e9is e voos<\/strong>.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><a href=\"https:\/\/en.wubook.net\/blog\/wp-content\/uploads\/2024\/09\/WB-021024-INTERNA-1.jpg\"><img decoding=\"async\" src=\"https:\/\/en.wubook.net\/blog\/wp-content\/uploads\/2024\/09\/WB-021024-INTERNA-1.jpg\" alt=\"digital markets act hotel 01\" class=\"wp-image-4220\"\/><\/a><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">O que mudou no Google Hotel Ads<\/h2>\n\n\n\n<p>Para <strong>evitar favorecer servi\u00e7os propriet\u00e1rios<\/strong>, como o Maps e o Google Travel, em detrimento de outros, o <strong>Google mudou a forma como os resultados s\u00e3o apresentados<\/strong> quando se pesquisam hot\u00e9is online.<br>De facto, a <strong>interface do Google Hotel Ads<\/strong> \u00e9 agora muito diferente do que era at\u00e9 h\u00e1 pouco tempo.<\/p>\n\n\n\n<p>Vamos dar um exemplo pesquisando a palavra \u201chotel\u201d seguida do nome de uma localiza\u00e7\u00e3o, como \u201chotel copenhaga\u201d.<\/p>\n\n\n\n<p>Entre outras altera\u00e7\u00f5es, destacamos especialmente a <strong>presen\u00e7a de mais filtros no submenu superior<\/strong>, incluindo <strong>as datas de estadia<\/strong>, que <strong>j\u00e1 n\u00e3o aparecem no topo da listagem de hot\u00e9is<\/strong>, mas devem ser selecionadas especificamente neste menu.<br>Tamb\u00e9m nesta \u00e1rea encontram-se outras entradas, como <strong>\u201cPlace Sites\u201d<\/strong>, que abre uma p\u00e1gina de resultados com hot\u00e9is provenientes principalmente de <strong>OTAs, metamotores e guias<\/strong>.<\/p>\n\n\n\n<p>A op\u00e7\u00e3o <strong>\u201cAccommodation\u201d<\/strong> fornece acesso a uma lista de <strong>listagens patrocinadas e sites das propriedades<\/strong>: ao clicar no pre\u00e7o de uma propriedade, abre-se a <strong>aba correspondente no Google My Business<\/strong>.<br>O mapa <strong>n\u00e3o \u00e9 vis\u00edvel de imediato<\/strong>, estando agora aninhado em \u201cInforma\u00e7\u00e3o\u201d. O mesmo acontece se pesquisar pelo nome da propriedade online (exemplo: \u201chotel pincopallo copenhaga\u201d): a aba My Business mostra apenas uma <strong>miniatura do mapa<\/strong>, n\u00e3o clic\u00e1vel.<br>Mesmo ao clicar em <strong>\u201cCheck Availability\u201d<\/strong>, \u00e9 redirecionado para uma <strong>p\u00e1gina de resultados<\/strong> e n\u00e3o para o ambiente Travel, de onde se poderiam gerir todos os detalhes.<\/p>\n\n\n\n<p>Tudo isto implica <strong>passos adicionais para o utilizador que pretende reservar<\/strong>, obrigando-o a realizar muito mais a\u00e7\u00f5es do que antes, com o risco de se <strong>desorientar e desistir<\/strong>, talvez optando por Booking.com ou outros portais.<\/p>\n\n\n\n<p>As <strong>avalia\u00e7\u00f5es<\/strong> tamb\u00e9m <strong>j\u00e1 n\u00e3o s\u00e3o retiradas apenas do Google<\/strong>, sendo agora <strong>coletadas de outras fontes<\/strong>, como OTAs e metamotores, o que pode <strong>atrair utilizadores e cliques<\/strong>.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><a href=\"https:\/\/en.wubook.net\/blog\/wp-content\/uploads\/2024\/09\/WB-021024-INTERNA-2.jpg\"><img decoding=\"async\" src=\"https:\/\/en.wubook.net\/blog\/wp-content\/uploads\/2024\/09\/WB-021024-INTERNA-2.jpg\" alt=\"digital markets act hotel 02\" class=\"wp-image-4223\"\/><\/a><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">Quais s\u00e3o as consequ\u00eancias para hot\u00e9is e propriedades<\/h2>\n\n\n\n<p>Para al\u00e9m da necessidade de <strong>se familiarizarem, primeiro como utilizadores, com a nova abordagem<\/strong>, quais s\u00e3o as consequ\u00eancias pr\u00e1ticas para os hoteleiros?<\/p>\n\n\n\n<p>Algumas pesquisas iniciais revelam uma <strong>queda de 30% nos cliques nos sites de hot\u00e9is<\/strong> e uma <strong>redu\u00e7\u00e3o de 36% nas reservas diretas<\/strong> entre janeiro e abril de 2024.<\/p>\n\n\n\n<p>Neste momento, parece ent\u00e3o que os que <strong>mais beneficiaram desta situa\u00e7\u00e3o foram as OTAs<\/strong>, aproveitando a <strong>experi\u00eancia do utilizador mais complexa no Google<\/strong> e a sua capacidade de <strong>investir em visibilidade e an\u00fancios pagos<\/strong>.<\/p>\n\n\n\n<p>Por outro lado, o <strong>Google Hotel Ads n\u00e3o desapareceu<\/strong> das op\u00e7\u00f5es de investimento e, portanto, continua a ser uma <strong>ferramenta v\u00e1lida dentro da estrat\u00e9gia de promo\u00e7\u00e3o de uma propriedade<\/strong>.<\/p>\n\n\n\n<p>Al\u00e9m disso, <strong>o papel do posicionamento org\u00e2nico (SEO) \u00e9 confirmado<\/strong>, garantindo ainda visibilidade gratuita e, consequentemente, <strong>vendas diretas<\/strong>, desde que a propriedade esteja <strong>bem estruturada e equipada com um sistema de reservas<\/strong> (ou seja, um <strong>booking engine<\/strong>).<\/p>\n\n\n\n<p>Em suma, o <strong>Digital Markets Act alterou a l\u00f3gica a que est\u00e1vamos habituados<\/strong>, mas tamb\u00e9m <strong>abriu novos cen\u00e1rios<\/strong>, especialmente considerando que se trata de uma <strong>medida ainda em evolu\u00e7\u00e3o<\/strong>.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><a href=\"https:\/\/en.wubook.net\/blog\/wp-content\/uploads\/2024\/09\/WB-021024-INTERNA-3.jpg\"><img decoding=\"async\" src=\"https:\/\/en.wubook.net\/blog\/wp-content\/uploads\/2024\/09\/WB-021024-INTERNA-3.jpg\" alt=\"digital markets act hotel 03\" class=\"wp-image-4226\"\/><\/a><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">E quanto ao Booking.com?<\/h2>\n\n\n\n<p>Em maio deste ano, o <strong>Booking.com<\/strong> tamb\u00e9m foi adicionado \u00e0 lista de <strong>gatekeepers<\/strong>, e espera-se que em novembro sejam feitos <strong>ajustes aos standards<\/strong>. Entretanto, algo j\u00e1 mudou, uma vez que a <strong>\u201cparidade de pre\u00e7os\u201d<\/strong>, que at\u00e9 recentemente era obrigat\u00f3ria para registar-se no Booking.com e na Expedia, <strong>foi abolida a n\u00edvel europeu<\/strong>.<\/p>\n\n\n\n<p>Para ser justo, a medida j\u00e1 estava em vigor h\u00e1 anos em It\u00e1lia, mas agora est\u00e1 a ser <strong>estendida a outros pa\u00edses europeus<\/strong>.<\/p>\n\n\n\n<p>Em resumo, se anteriormente as propriedades eram obrigadas a <strong>aplicar as mesmas tarifas em todas as plataformas de venda<\/strong>, nos \u00faltimos meses passaram a <strong>diferenciar pre\u00e7os entre canais de distribui\u00e7\u00e3o<\/strong>, incluindo <strong>descontos e promo\u00e7\u00f5es direcionadas<\/strong>.<\/p>\n\n\n\n<p>Isto pode significar <strong>maior competi\u00e7\u00e3o para os estabelecimentos italianos<\/strong>, uma vez que as <strong>cadeias internacionais que operam em It\u00e1lia<\/strong> tamb\u00e9m poder\u00e3o adotar <strong>estrat\u00e9gias de pre\u00e7os diferenciadas<\/strong>.<\/p>\n\n\n\n<p>As inten\u00e7\u00f5es do <strong>DMA<\/strong> s\u00e3o plaus\u00edveis, mas as <strong>consequ\u00eancias ainda n\u00e3o est\u00e3o totalmente claras<\/strong>. Tudo o que resta \u00e9 <strong>acompanhar a sua evolu\u00e7\u00e3o<\/strong> e <strong>tirar proveito destas mudan\u00e7as sempre que poss\u00edvel<\/strong>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Caros WuBookers, n\u00e3o foi h\u00e1 muito tempo que fal\u00e1mos sobre visibilidade no Google e Google Hotel Ads, mas&#8230;<\/p>\n","protected":false},"author":17,"featured_media":179,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[41],"tags":[],"class_list":["post-146","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-novidades","content-wrap"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.0 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Digital Markets Act: o que \u00e9 e como mudou a visibilidade dos hot\u00e9is - WuBook Blog<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/pt.wubook.net\/blog\/digital-markets-act-what-it-is-and-how-it-has-changed-the-visibility-of-hotels\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Digital Markets Act: o que \u00e9 e como mudou a visibilidade dos hot\u00e9is - 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