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Tourism businesses can reach customers who are searching for "things to do" with Google's Things to do, which displays your ticket inventory and pricing. You'll be able to showcase your products alongside pricing details and booking links in your Google Business Profile.
Google is one of the most powerful sources driving potential customers to your website.
Google charges no commission for a "things to do" link.
Things to do guarantees a direct booking link on page one of search results in your Google Business Profile if you're the official provider. If not an official provider, Google can't guarantee you will appear first. It's a quick and easy way for customers to reach your booking page.
Google plays an important role in the traveller decision-making process.
It's the most widely used search engine in the world and often plays the key role in whether a potential customer finds your business.
According to Google, in the 12 weeks prior to a trip, there are:
What travel marketers should know about people searching for experiences
Google wants to make it easier for customers to find tourism experiences that can be booked online.
By using Google Things to do, you can always display the most important information on page one of the Google search results pages. These can be things such as live availability and pricing.
Customers can make direct bookings (without an Online Travel Agent).
You can use Google Things to do to publish your products, ticket details and prices of your direct bookings.
Customers can make indirect bookings (with an Online Travel Agent). If you already use an Online Travel Agent, product details and prices will be displayed alongside the direct booking option.
There are a number different ways in which a business can display a booking link on Google.
The Loch Ness Centre
© The Loch Ness Centre
Going for this option means that the pricing which you set on their booking system will be displayed on your Google profile. It will appear as "official site".
If your booking system is not on the list of approved connectivity partners, then it's worthwhile asking them if they might include it in the future.
Do you use Online Travel Agents to distribute your tickets, tours, activities etc? Then the information displayed in the booking links section will also show prices from those Online Travel Agents.
This option will require development capabilities and a level of technical expertise. It's best to look at the list of approved connectivity providers (online booking systems) first.
Via your Google Business Profile, you can edit ticket prices, product names and a few other product options. These changes will then appear in Google Search results and on Google Maps.
Changes to ticket prices will need to be made manually (as opposed to automatically with a connectivity partner). Keep this in mind if you're a visitor attraction, tour company, or activity provider that works with multiple booking platforms.
This feature is also known as the Google Business Profile editor tool.
Google Points of Interest is a handy tool that can help you:
You should have a clear pathway to confirmed bookings that doesn't include an enquiry form or email address. Customers should be able to book the selected product easily.
Don't use this for car rentals or transportation services such as taxis as it's not permittable on Google Things to do.
Don't use this for multi-day cruises as the service is not suitable for these types of business. Tours with an overnight element where the lodgings aren't the focus, such as a multi-day wine tour are acceptable.
The information provided to Google Things to do should be the same information found on your "landing page".
Don't include activities relating to guns, firearms, recreational drugs, or tobacco.
Don't use Google Things to do to link to restaurant coupons for meals as the service is not suitable for these types of things.
The booking or landing pages can mention the points of interest (if relevant) and other details provided to Google. Though this is not compulsory per Google's policies.
Links should take users to the appropriate product booking page on your website, not to a homepage.
Google wants to help travellers discover new and unique things to do and make it easier for businesses to promote their tours, attractions and activities and connect with interested travellers. With Things to do, partners can raise their business profile via free listings and through a dynamic ad format.
