Many travel companies in Europe and North America, in particular, feel that Google’s mammoth power has severely disadvantaged them. The largest companies like Expedia and the Priceline Group have the resources to participate heavily in Google’s travel advertising services, and can use them to their advantage. But most companies likely feel aggrieved.

They must be taking some solace today in the fact that EU antitrust authorities have levied a $2.7 billion fine against Google for its practice of favoring its own shopping products over those of competitors. That’s very similar to what Google does with flights and hotels. The EU ruling doesn’t directly impact travel — but a large swath of the travel industry hopes that the decision will provide impetus for regulators to take up their cause.