Google's new 'Things to Do' feature offers massive potential for leisure

Google’s phasing out of its 'Reserve with Google' function and its upcoming 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, art galleries and museums, ski resorts and events.

Currently in its beta (development) phase, 'Things to Do' will offer answers to queries about activities, ticketing, timings, offers and availability.

Not only will searchers receive basic information about the point of interest, they’ll also be delivered booking links for basic admission and other ticket options - with the official site listed at the top.

For operators, listings for details like pricing, images and reviews, will be free of charge will there will also be an enhanced paid for advertising-based option.

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 promotes leisure time services can fully control their information.

It also has the potential for activities, attractions and operators to expand their direct contacts with consumers and reduce reliance on, and commission paid, to third-party agents.

Another potential benefit would be the reduction of fraudulent activity as searchers would be able to see official prices and can then look to avoid pricing that looks 'too-good-to-be-true'.

Advising of the development of 'Things to Do', which currently only operates for a small number of pilot sites, Google noted that the new program is in response to an increasing interest in travel and experiences, and to support the tourism industry’s recovery.

During the beta phase, Google has noted how 'Things to Do' works not only for travel but that it had also had responded to an increase in searches for activities close-to-home, including queries like “activities near me”. Queries for specific activities such as “ziplining” and “aquariums” had grown globally by 280% and 115%, respectively.

As reported by Search Engine Journal "while Google hasn’t shared any data from Things to Do listings, they cited success in the free hotel booking links for both small and large partners – with one partner noting more than a US$4.7 million in additional revenue from free booking links. Google has been able to help hotels receive bookings at no additional cost, and their goal is that tour and attraction companies will find similar success."

Current participants in the pilot program - which also works in English as this time - include the Statue of Liberty National Monument in New York, USA and Sea World and Taronga Zoo in Australia.

Once operational, businesses and operators have the ability to integrate directly with Google, or through an established connectivity partner.

Search Engine Journal advised "Google encourages businesses to first consider connecting to Google with one of the connectivity partners."

Images: Sydney's Taronga Zoo is a participant in the 'Things to Do' pilot program (top) and 'Things to Do'pricing information for New York's Statue of Liberty National Monument, with the official site's pricing at the top (below).