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Google introduces Things to do feature

Google introduces Things to do feature
February 14, 2022

In a development having major implications for attractions bookings as well as many types of ticket sales, the phasing out of its ‘Reserve with Google’ (RwG) function by search engine giant Google and its replacement with the new Google ‘Things to do’ feature offers significant new opportunities for attractions and tour operators.

Currently going through its soft launch, Google explain the development of ‘Things to do’ is based on making "the travel research and booking experience as user-friendly as possible".

As first reported by Australasian Leisure Management last year, Google has, as it explains, developed the new function "to help users discover new and unique things to do and to make it easier for partners to promote their tours, attractions and activities and connect with interested consumers.

"With Things to do, partners can surface their inventory via free listings and through a dynamic ad format. We encourage attractions, tour operators, and activity providers to work directly with their restech (reservations technology, not the company, ed.) provider to take part.

Google highlights the benefits of ‘Things to do’ being:

1. Reach millions of people who do travel-related searches on Google each day
• Build compelling experiences for travellers and connect them to attractions, tour operators, and activity providers in destinations around the world
• Help partners easily surface activities and things to do for users, increasing reach and driving new customer acquisition
• Show individual products in a more easily scannable way

2. Highlight your tours, attractions, and activities across Google
• Get products in front of the hundreds of millions of people who come to Google every day for their travel needs. 
• Expand reach with Things to do ads. Advertise on Google to promote your activities. Put your products in front of travellers looking for activities, tours, and attractions. Users only pay when someone clicks one of their ads.

Integrating with Google 
For attractions, tour operators, activity provider and other businesses, Google encourages connecting to Google via one of its connectivity partners.

However, to integrate with Google directly, operators need to complete the following:

• Ensure you can meet the Things to do development requirements
• Contact the Things to do partnerships team and indicate interest in participating

Once approved, sign a content license agreement with Google and provide a designated technical contact who can be contacted by a Google technical account manager to provide support through the onboarding process

Approved connectivity providers
For individual attractions, tour operators  and activity providers, or a reservation system that represents fewer than 100 operators, Google strongly recommends working with one of its connectivity providers to get shown, rather than integrating directly. 

Current global connectivity partners include (this list is not comprehensive):

Google also advises "if you're already working with a connectivity partner that is not listed above, encourage them to review the developer guide."

Click here for more information.

About the author

Nigel Benton

Co-founder/Publisher, Australasian Leisure Management

Born in the English county of Dorset, Nigel Benton is the co-founder and Publisher of Australasian Leisure Management, Australia, New Zealand and the Asia-Pacific’s only magazine for professionals in all areas of the leisure industry and the www.ausleisure.com.au website - the go to news resource for industry leaders and professionals.

With a long-term commitment to communicating all that is best about the leisure industry (aquatics, attractions, entertainment, events, fitness, parks, recreation, sport, tourism and venues) his career has been defined by an ability to develop and implement industry communications.

Starting his career working in heritage visitor attractions and then adventure travel in Africa and the Middle East, an interest in writing about his experiences led to his change of career into magazine journalism and publishing.

In addition to publishing, Nigel speaks on marketing communications at a range of industry events.

He was made a Life Member of the World Leisure and Recreation Association in 2006 and is a Fellow of the Royal Geographical Society (London).

In 2020, he launched the new Asian Leisure Business website.

As of October 2024, he was inducted into the Australian Fitness Awards Roll of Honour at the 2024 AUSactive National Awards.

Among a range of published works and features, his comments on a Blog (blogspot) from 2007 to 2011, when this website went live in its current form, may be interesting to reflect back on.

His philosophy on life is to be kind to all and to indulge those that you love.

His passions include family, Newcastle United and motorcycles (especially British ones) as well, until February 2025 when she left us, caring a little pug named Stella.

Click here to connect with him via LinkedIn.

Read more from this author

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