Google Things to Do: The Operator’s Strategic Guide to Dominating Tourism Search
At Turas Media, we've seen firsthand how quickly the digital landscape for tours and attractions can change. And right now, there’s no bigger shift than Google Things to Do. If you own or manage a tour, attraction, theme park, or activity center, understand this: Google Things to Do isn't an option; it's the new reality of how travelers find and book experiences. This isn't a guide for travelers; it's a strategic briefing for you, the business operator, on how to leverage this new reality to increase visitor traffic and drive direct bookings.
Google has fundamentally transformed its platform into a comprehensive, one-stop destination for trip planning. This isn't just another feature; it's the new default search and discovery model. Whether your potential guests are planning a dream vacation or looking for a local adventure this weekend, your visibility on Google Things to Do is now paramount.
The Important First Step: A Flawless Google My Business Profile
Before your attraction or tour can even begin to "dominate" Google Things to Do, it must first have a fully optimized Google My Business (GMB) profile. Think of GMB as the central hub of your business's identity on Google and the single most critical data source that feeds the entire Things to Do ecosystem. It's the primary source of accurate information—such as your location, hours, website, and photos—that Google uses to populate not only your listing but also the various 'Things to Do' modules.
An active and complete GMB profile builds critical trust with Google's algorithm, serving as the essential first step to becoming discoverable in this new search model. This means filling out every section of your profile in detail, ensuring your name, address, phone number, and hours are 100% correct across all online platforms. You must also select the proper business categories and actively manage reviews, as they are crucial for local SEO and building social trust.
The Impact on Your Marketing Effectiveness
This isn't just about tweaking your website; it's about fundamentally rethinking your online visibility.
Increased Visibility (The Prime SERP Position): We consistently see Google Things to Do commanding the most valuable real estate on the Search Engine Results Page (SERP). For relevant queries, your attraction could be showcased right at the top, often above traditional organic search results. This is an unparalleled opportunity to capture a user's attention before they even consider clicking elsewhere.
Direct Engagement & Reduced Friction: Google Things to Do provides crucial details like pricing, availability, and reviews right within the search results. This dramatically streamlines the decision-making process, often providing a direct link for booking and significantly reducing the steps a user needs to take.
Hyperlocal & Contextual Dominance: The platform's emphasis on hyperlocal details and personalized suggestions means Google is using every piece of information to serve relevant results. This demands that your business maintains meticulously accurate and detailed information across all Google surfaces.
Shifting Search Dynamics – Your Traffic is Moving: As more users rely on Google Things to Do, we're observing a natural shift in where traffic originates. Traditional organic search clicks are increasingly being intercepted and prioritized within Google's own ecosystem.
Intense Competition for Digital Real Estate: The prime placement within the Things to Do module is hotly contested. You're not just competing with direct rivals, but also major Online Travel Agencies (OTAs). Proactive optimization is no longer optional; it's essential.
Decoding Traveler Intent: Why Google Does What It Does
Google's shift to this model is based on its advanced ability to identify and categorize traveler intent accurately. They are investing heavily in understanding precisely what users are looking for:
A Closer Look: Google Things to Do Modules
These modules are the primary way your offerings are displayed and booked within the Google ecosystem. Understanding them is key. A successful strategy requires a nuanced approach to each one.
Google Things To Do Admission Module
- Displays entry ticket prices for standard attractions/Points of Interest (POIs), allowing users to compare prices from various providers.
- This is your opportunity to feature your official ticket prices directly in search results, competing head-on with resellers and giving users the confidence of booking direct.
Key Reccomendation: Ensure all pricing and availability data is accurate and up-to-date. Work with an approved connectivity partner to feature your official ticket feeds.
Google Things To do Experiences Module
- Showcases curated lists of specific activities (guided tours, events, unique excursions) tied to a POI or a general destination search.
- This module offers high visibility for your unique tours and activities, helping users discover the specific experiences that make your offering special.
Key Reccomendation: Precisely categorize your experiences with relevant keywords. Provide high-quality images and detailed descriptions for each tour, attraction, or ride.
Google Things To do Operator Booking Module
- Enables tour/activity operators to list their offerings and direct booking links on their own Google Business Profile.
- This provides you with a direct sales channel and a prominent showcase of your full inventory right on your own Google Business Profile, reducing reliance on third parties.
- Key Reccomendation: Claim and activelyoptimize your listing on Google My Business. Upload your full inventory of tours and activities to your GMB profile.
Key Steps for tour, attraction, and theme park marketing to leverage Google Things To Do
- Ensure all pricing and availability data is accurate and up-to-date. Work with an approved connectivity partner to feature your official ticket feeds.
- Precisely categorize your experiences with relevant keywords. Provide high-quality images and enticing descriptions for each offering.
- Claim and meticulously optimize your listing on Google My Business. Upload your full inventory of tours and activities to your GMB profile.
Why Google Adopted the Things to Do Model – A Strategic Play
Google's transition is a calculated move to solidify its dominance in the travel industry and refine the user experience:
- Enhanced User Experience (UX): Simply put, it's faster, more relevant, and more convenient. Users get immediate answers and booking options, without leaving Google.
- Market Capture and Competition: This model allows Google to intercept traffic previously going to OTAs, capturing a larger share of the lucrative tours and activities market.
- Future-Proofing Search: It aligns with Google's vision for search: visual, interactive, mobile-first, and heavily reliant on AI and machine learning to predict and serve user intent.
- Data and Monetization: It generates incredibly valuable, granular data on travel intent and booking behavior, which Google uses to refine algorithms, enhance personalization, and expand its advertising opportunities.
Turas Media's Prioritized Strategies for tour, attraction, and theme park owners to for Online Success
Based on our experience, here’s how tour and attraction owners should prioritize their efforts to thrive in this new Google Things to Do landscape:
Optimize Your Google My Business Profile (Foundational!):
Action: Ensure all information (hours, location, contact, photos, website, categories) is 100% accurate and complete. Actively manage reviews – respond to every one. Post regular updates and special offers directly to your profile.
Dominate Google Things to Do (Your Primary Visibility Channel):
Action: Claim and meticulously optimize your listing in all relevant modules (Admission, Experiences, Operator Booking). Provide high-quality images and clear, enticing descriptions. Critically, investigate running Google Things to Do Ads for key search terms – this is often the fastest way to gain top placement and drive immediate bookings while building long-term organic authority.
Build a High-Quality, Conversion-Focused Website:
Action: Your website must be fast, perfectly mobile-responsive, and have an intuitive, seamless booking process. All calls to action should be clear. Implement best-in-class technical and content SEO to ensure your site is a strong authority. Use descriptive alt text for all images to improve accessibility and help search engines understand your content.
Maximize Distribution through Strategic Partners & Affiliates:
Action: Actively seek out and cultivate partnerships with hotels, local businesses, convention bureaus, and employee benefit programs (e.g., Entertainment Benefits Group). Create compelling affiliate programs with attractive commission structures. Provide high-quality marketing assets to your partners.
Leverage Online Travel Agencies (OTAs) – Strategically:
Action: Maintain a presence on major OTAs (Viator, GetYourGuide, Expedia) for broader reach, but ensure your direct booking channel is always competitive in terms of pricing and benefits. Monitor OTA reviews closely.
Develop a Robust Content Marketing Strategy:
Action: Create truly valuable content (blog posts, videos, guides) that answers common traveler questions related to "things to do" in your area.
Engage Actively on Social Media:
Action: Maintain a vibrant presence on platforms relevant to your audience. Share engaging visual content (photos, short videos). Interact with followers, respond to comments, and use social media to drive traffic directly to your optimized booking pages.
Monitor, Analyze, and Adapt Relentlessly:
Action: Implement robust analytics (Google Analytics, Google Search Console) to track key metrics: impressions, clicks, bookings, conversion rates, and revenue across all channels. Use this data to refine and optimize your strategies continually. The digital landscape is constantly moving – so should you.
The shift to Google Things to Do isn't just a trend; it's a permanent evolution in how tourism is discovered and consumed. By recognizing this new reality and prioritizing your efforts with these strategies, you can significantly enhance your online presence, attract more visitors, and drive substantial bookings for your tour or attraction.
Need help navigating the new Google Things to Do landscape? Contact Turas Media today for a personalized assessment and strategy - or a conversation!