3 new Google features to highlight tourist activities and leisure

King of searches on the web, Google is surely the best placed to know that requests for tourist and cultural activities are constantly increasing. The American giant had already understood this in 2021 and then released its “Places to discover” (“Google Things to do”) feature, which makes it possible to display and highlight activities to do in Google search results when a Internet user entered a search such as “What to do in Paris?” “. Google thus allowed tourist sites to get in touch with potential future travelers when planning a trip or an online activity. On October 11, Google announced the release of three new features to promote tourist activities even more effectively and thus facilitate their booking. We decipher all that in this easy friday post.

Compare activity prices on Google Maps

Last year, Google began showing ticket booking links for activities when people searched for them on its search engine. So when you went to Google Search and looked up sights such as the Eiffel Tower, you could quickly compare the admission prices of the different partners that offered tickets to that site.

Now, this admission ticket information is also available on Google Maps, where travelers often plan their route for the day.

The benefits of this new feature:

  • Internet users can more easily compare the entry prices offered by different service providers for the same tourist site
  • Internet users are redirected to partner sites, perceived as a guarantee of trust by Internet users.
  • Integration is simple and therefore allows rapid deployment online

Google is also starting to display booking links for activities related to a specific location or tourist site. See in the example below for an initial search on the Louvre, we see a list of activities or “experiences” which is displayed with a direct booking link. This feature is currently available in Google Search and will soon be available in Google Maps.

Soon, Google is also expected to start displaying booking links for tour operators and activity organizers on its search results listings and on Maps when people enter their business name and activity type, such as ” Visit Europe self-guided tours”.

Modify the price of activities directly on your establishment page

Until this October 11 update, vendors offering admission tickets to sights, tours, and activities could only work with a Google-certified partner to provide travelers with the most up-to-date pricing information.

From now on, the owners of tourist sites can also modify the price of their tickets directly on the search engine and on Maps via their establishment file (formerly Google My Business). This functionality will soon be available also for tour operators and tour operators.

More relevant ads

Last year, Google launched new ad groups on Google Ads to help people find attractions, places to visit and things to do near a specific place, within the results.

Advertisers have therefore had the option since last year of promoting their business with paid ads, but there is also a free option.

As a reminder, advertisers can showcase their inventory, which includes tourist attraction tickets, tours and activities on the results page.

For professionals who promote their business through paid advertisements, they will only be charged, as with other ad groups, when someone clicks on the ad. These ad groups appear above the search results and contain various information such as photos, prices, the name of the tour provider and a booking link for the activity concerned.

Today, this type of ads has been extended to other countries and languages ​​and can appear on lists of activities to do (Google Things To Do) in mobile search which was not the case before the October 11.

These ads can be set up using the same data feeds that power free ticket booking links on Search and Maps, so getting started is relatively easy.

The benefits of this new feature:

  • Show Internet users, who are looking for real travel experiences, enriched and relevant ads with rates, reviews, ratings and names of official partners
  • Show internet users alternatives to their initial search
  • Offer relevant ads based on the user’s search
  • It is not necessary to configure keywords to set up these ads which are based on the inventory of activities of the tourist provider

That concludes our review of these new Google features for today. Tourism has long since taken the digital turn on the Internet side and Google has understood this well. We can only encourage tourism professionals to familiarize themselves quickly with this kind of new tools so as not to be left behind by these rapid developments which can help them improve their visibility and that of their activities.

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