Google has dominated online search for over twenty years now, and tour operators and visitor attractions around the world rely on its services to stand out among competitors. It processes over 40,000 searches every second, answers 8.5 billion user queries per day, and holds a global search traffic share of over 90%. To put this in context, its nearest rival—Microsoft Bing—holds around 3%.
One way Google maintains its position is by offering online advertising tools. Within the tours and experiences space, ‘Things to do’ is one such tool.
Why did Google launch Things to do?
GTTD was launched with three main aims:
- To help people find relevant tour activities and visitor attractions in online searches.
Through the platform, travellers can easily find and book tour and attraction tickets in the destinations of their choice. A consumer might, for instance, search for tickets to a historic landmark, an adventure tour, or a cultural event in a specific location. If the attraction, tour, or event is listed on GTTD, it’ll be easier to find in their online search.
- To help people compare between different tours and attractions.
Google Things to do makes it easier for people to decide between the tours, activities, or attractions they’re interested in. Instead of scouring several websites for relevant information, GTTD lets users compare products directly within the Google ecosystem. Details, including tour descriptions, durations, pricing, images, and user-generated ratings and reviews, are presented clearly, allowing the user to easily compare the options available.
- To help operators streamline their online booking process.
Google recognised early on that buying tour and attraction tickets online should be as targeted and friction-free as possible. GTTD integrates seamlessly with an operator’s availability and reservation system, and users are led to the relevant booking page directly from their search results.
GTTD’s four use cases
The platform comprises four different modules. Each one helps operators connected to Google Things to do showcase their tours online in unique ways.
The Ads module is designed for operators using Google Ads. It allows tours and products to be displayed in the Things to do ads section—usually above or to the right of the user’s search results. Once your ad account is enabled and your products are listed, information, including titles, images, and customer ratings, can be displayed on the search engine results page.
The Booking module displays admission ticket prices for relevant points of interest or attractions in the user’s search – such as zoos or museums. Here, users can easily compare admission fees from the official tour provider and the various online travel agencies listing the tickets.
The Operator Booking Module allows operators to display their tour products directly on their Google Business Profile. Customers can find and book tour operators’ products as listed on their websites, and view tours provided by the same operator through different OTAs.
Note: For this module to be displayed, the operator’s business must first be listed on Google Maps.)
The Experiences module offers users a selection of tours and experiences related to specific points of interest. For example, if someone searches for London or Paris, they’ll be presented with a relevant selection of tours and experiences within those destinations. This module showcases products that combine activities and admission fees. For instance, a half-day walking tour might include admission to one or two attractions listed in the itinerary.
How does GTTD benefit tour operators?
Tour operators must sign up to Google Things to do through a registered connectivity partner. When the integration is established, operators enjoy several key improvements to their online presence.
- Display tours more prominently online.
GTTD is a powerful marketing channel offering improved Google Search and Maps visibility for tour operators and visitor attractions. When travellers search for activities related to a specific location, GTTD listings appear prominently, allowing operators to showcase their products and services easily to their targeted online audience.
- Reach more ready-to-book customers.
Things to do attracts high-intent travellers searching online who are ready to make reservations. Sharp imagery and well-written product descriptions entice potential customers to book. By being part of GTTD, tour operators tap into a pool of motivated travellers, increasing the likelihood of conversions.
- Save marketing spend by attracting direct bookings.
By listing with GTTD, operators enjoy an increase in their online visibility. This, in turn, attracts more direct bookings, which means there’s less commission to pay to online travel agencies. There’s still a fee payable to the connectivity partner—either as a flat monthly rate or on a booking-by-booking basis—but it’s typically lower than the OTA commission rates.
- Build trust among your online customer base.
Verified tour operators and visitor attractions receive an Official Site Badge from GTTD. It sits next to the listing, and shows potential customers that they’re booking direct or through a re-seller. It also shows potential customers that your online listing is legitimate, trustworthy, and reliable.
Things to do’s impact on travel and tourism
When Things to do launched on Google’s platform, its benefits to users and operators alike were clear, and its impact was felt across the travel and tourism industry. Online users are now used to using GTTD in their travel-related searches, and operators have had to align themselves with the service to stay ahead quickly.
Your website user-friendliness is crucial here. When users click your booking link and find exactly what they’re looking for on your landing page, they’re likely ready to place their booking. For this reason, your reservation technology must be intuitive to convert the highest number of users possible.
- Your online booking system must be seamlessly integrated with your website and have security features to protect sensitive customer data.
- It should be fast to load, user-friendly, and trustworthy. Otherwise, customers will lose confidence, abandon their cart, and buy elsewhere.
- Lastly, it must let you easily manage and monitor listings and reservations.
Reservation technology providers play a bigger role in tour operators’ success than ever before, and operators that don’t harness their power struggle to compete.
For more information on how to be successful on Google Things to do, be sure to read our blog on how to enhance your tour’s visibility with GTTD. If you’re keen to begin sharing your tours with a wider audience through GTTD, contact the team at Palisis. We’re a registered connectivity partner, ready to help you build your online presence and attract more customers.