3. How can I connect to Google Things to do?
There are three free ways in which a business can display a booking link on Google:
Discover what Google Things to do is and why it's useful for your tourism business.
Tourism businesses can now use Google's Things to do to display their ticket inventory and pricing. You'll be able to showcase your products alongside pricing details and booking links in your Google Business Profile. This free service is the successor to Reserve with Google.
In short, it will allow you to reach the multitudes of potential customers searching for "things to do" on Google.
1. Why is Google Things to do important?
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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:
- eight times more experiences searches than air searches
- three times more experiences searches than accommodation searches
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.
2. Quick Google facts
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More potential customers
Google is one of the most powerful sources driving potential customers to your website.
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No costs
Google charges no commission for a "things to do" link.
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Easy to navigate
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
Use one of the approved connectivity providers
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.
Use an approved providerLink to Google’s Things to do API (Application Programming Interface)
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.
Link to the interfaceThe ticket editor
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.
How to use the ticket editorUse Google Points of Interest
Google Points of Interest is a handy tool that can help you:
- display tickets that match popular search terms
- increase the discoverability of your products
- direct links for a simple customer booking process
4. The do's and don'ts of Google Things to do
Which product details should I include? 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.
How do I provide a good customer experience? You should have a clear pathway to confirmed bookings that doesn't include an enquiry or email form. Customers should straightforwardly book the selected product.
Don't use this for car rentals or transportation services such as taxis as it's not permittable on Google Things to do.
What content should I include? 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.
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.
How should I use targeted links? Links should take users to the appropriate product booking page on your website, not to a homepage.
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.