Revolutionising Bookings

Google’s new ‘Things to Do’ feature offers massive potential for leisure. Nigel Benton explains

Google’s phasing out of its ‘Reserve with Google’ function and the introduction of its new ‘Things to Do’ initiative offers massive marketing opportunities for not only visitor attractions and tourism operators but any business, large or small, that offers leisure experiences such as aquatic and activity programs, entertainment venues, sports stadiums, nature and wildlife tours, ski resorts and events.

Offering answers to queries about activities, ticketing, timings, offers and availability, searchers using ‘Things to Do’ first receive basic information about the point of interest, with added booking links for admission and other ticket options.

For operators, the initiative offers lower costs, increased direct bookings, and full ownership of customer acquisition - with listings for details like pricing, images and reviews being free of charge, but there also being enhanced paid for advertisingbased options.

Additionally, with 83% of mobile bookings being completed after a smartphone search, ‘Things to Do’ allows operators to be where their audience is, expanding their direct contacts with consumers and reduce reliance on, and commission paid, to third-party agents.

‘Things to Do’ allows users to easily compare options for visiting their favourite attractions and then click through to the operator’s website to complete the transaction. It means more booking options to customers and puts control back in the hands of operators - irrespective of their scale.

Google announced its new approach to the sector back in March 2021 stating, “this is part of our larger effort to ensure people have access to all offers available to them by providing free and easy ways for businesses to connect with people on Google.

“We made it free for partners to participate in Google Flights early (in 2020), and (then) opened our Shopping tab to free listings for online retail. Over time, we’ll continue building this open platform, so that all partners will have even more opportunities to highlight their information and help people book a flight, find a place to stay, or explore a new destination.”

Much like shopping ads, advertisers can showcase their inventory, including attraction admission tickets, tours, and activities on search engine results pages (SERPs). For advertisers that promote their listings with advertisements, they will only be charged when someone clicks the ad.

As such, it means any business or operator wanting to promote leisure time services can fully control their information.

While individual attractions, tour operators and activity providers - as well as reservation systems - can undertake the work themselves, Google recommends working with one of a number of connectivity providers to get shown.

Among a long list of connectivity providers are Australian-based Livn and RedBalloon/The Big Red group.

As a Google partner, Livn’s role is to claim, create and power the ‘Official Site’ button that takes potential customers directly to the operator’s website from Google Search results.

With Livn acting as a connection between the operator and consumer, Chief Executive, Mark Rizzuto explains “we are thrilled that Livn can help play a part in the revival of travel and help attractions be ready for the bounce back and resurgence of digital bookings.

“This is the future of distribution for attractions offering a travel ecosystem with a more affordable and sustainable model of distribution.”

Having initially worked with Luna Park Sydney, Taronga Zoo and the Hobbiton Movie Set Tour in developing its model, Martinez explains “Things to Do is changing significantly with attractions and operators now able to manage their online presence on Google.

“Information appears on the side of a Google search directly promoting the business, helping to provide more information and reviews.

“In terms of mobile and desktop, which is where it’s being rolled out first with Google, this ticket data is going to start to show up very prominently under the business listing.”

Martinez also notes the importance of attractions being able to control their ticketing data, stating “attractions can now include claim one whole row of their Google listing as an ‘official site’ - and be located above resellers.

“It allows any size player to take part meaningfully in the Google ecosystem.”