Google Things to Do is Google’s newest tool within the Google Travel suite, designed to simplify the search and booking process for tours, attractions, and activities. Just as Google Travel transformed the booking experience for flights and hotels, Google Things to Do brings a streamlined way for users to discover and book memorable experiences around the world.
As an official connectivity partner, Aardvark offers expert assistance to help you optimize your setup in Google Things to Do. From increasing your visibility and driving direct bookings to staying updated on new features as they’re released, Aardvark ensures you’re fully prepared to leverage this platform to its fullest potential.
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Where will my products show up?
The Google Things to Do program spans multiple surfaces, making it easy for users to discover activities on desktop, mobile, and within the Google Maps app. These various interfaces provide extensive visibility for tours, attractions, and experiences. Learn more about the specific surfaces available below.
The first surface you'll likely encounter is the Tickets & Tours carousel, which appears at the top of many tour and activity-related searches, such as “things to do in [your city]” or “[your city] tours.” To have your listings featured in this prominent spot, your products must be uploaded through a connectivity partner like Aardvark, and you’ll also need to run Travel Campaigns in your Google Ads account - something Aardvark can help with too.
Research shows that when the Tickets & Tours carousel is displayed, it can capture around 30% of the traffic that would have otherwise gone to listings further down the page. If your business already performs well in organic search results or through regular search ads, you might be losing valuable traffic to this carousel.
The Activities and Tours carousel appears in mobile search results when users look for tours in specific locations. As shown in the examples below, the carousel displays results for various locations and types of tours. In 2024, Google plans to expand this feature to cover additional experience-related search terms, including “cruises,” “trips,” “adventures,” and more. This expansion will also include non-English languages, further broadening its reach and accessibility for global users.
The Operator Booking Module is featured on the Google Business profiles of experience operators (excluding attractions) across desktop, mobile search, and the Google Maps app. If you're the owner of the Google Business Profile, your listing will appear at the top, marked with the “Official Site” tag, helping users easily identify and book directly with your business.
The Google Things to Do Admissions Module is displayed on the Google Business profiles of attraction operators across desktop, mobile search, and the Google Maps app. If you sell entrance tickets or passes that grant access to the attraction, your listing can appear here. As the owner of the attraction, your business will be prominently featured at the top with the “Official Site” tag, making it easier for users to find and book tickets directly from you.
The Google Things to Do Experiences Module appears on Points of Interest (POIs) across desktop, mobile search, and the Google Maps app. Your listing can be featured here if your experience includes a visit to a specific POI. For example, a bus tour that includes a stop at the San Francisco Ferry Building will have its products displayed when a user searches for the Ferry Building, allowing customers to discover and book experiences directly related to that location.
Much like all destination marketing, succeeding with the Google Things to Do program requires careful attention to detail. At Aardvark, we provide you with the tools, expertise, and control over your listings that go beyond what you can achieve with other connectivity partners or through your own Google Business profile. Partner with the Google Things to Do experts at Aardvark to ensure your products are featured across as many surfaces as possible, maximizing your visibility and booking potential.
Don't pay resellers commission, instead get the booking directly
Boost your traffic by running Travel Campaigns to feature in Ads carousel.
Get the traffic to your own website domain, not your booking software’s.
Get your products listed against the points of interest that matter to you.
Make sure your content has the keywords that drive your traffic.
Add the review information from your website to increase your product exposure.
Add custom tracking parameters to track your success in Google Analytics.
Control the images you have representing your products on Ads and other surfaces.
Upload your content to Google in multiple languages.
Make sure you have the Official Site tag on your tour or attraction profile.
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