Google Things to do is a valuable tool for travel and tourism businesses looking to share their tour products, ticket inventories, availability, and pricing information with a broader but targeted audience online.
Also known as GTTD, this free-to-use platform is linked to points of interest like famous landmarks or attractions, and acts as a shortcut for potential customers to land on your booking page. As an operator, it allows you to:
- Display your tours more prominently in your Google Business Profile
- Reach more ready-to-book customers
- Attract direct bookings
- Build trust among your online customer base
Learn about the basics in our earlier article, What is Google Things to do?
Setting up Google Things to do
To display a booking link on Google Things to do, you can either connect through an approved connectivity provider or link to Google’s Things to do API (Application Programming Interface) independently
Connecting to Google Things to do is a complex process, involving complicated technical configurations and transfers of data. For this reason, Google encourages tour or activity operators and visitor attractions to sign up to Google Things to do through their connectivity provider – or channel manager – of choice
Palisis is one such partner, and our distribution channel – TourCMS – is one of the first and most reliable of its kind on the market. Our connectivity experts work hand-in-hand with you to broaden your sales reach and support your growth. We can handle the technical aspects of your GTTD integration, to help you enjoy immediate benefits
Aside from the technical aspects of your Google Things to do integration, here are the practical steps to take as an operator connecting to GTTD.
- Ensure your Google Business Profile is accurate and up-to-date. This includes details like your company contact information and operating hours, plus photos and imagery that communicate who you are as a business. You can also create special offers and events here, respond to customer feedback, and share answers to customers’ FAQs
- Make sure you’re listed in the correct category for your Business Profile – for example, ‘tour operator’ or ‘visitor attraction’. You’ll find more information on that on the Google Business Profile Help page
- You’ll need a product-specific landing page for the tours or activities you’re sharing on Google Things to do. The landing page must include the points of interest your tour or attraction is attributed to in GTTD, plus useful information like start times, pickup and drop-off details, inclusions/exclusions, and cancellation policy. Use descriptive language to showcase the stand-out features, experiences, or benefits your tours offer. Ensure your copy is SEO-optimised with relevant keywords and metadata, to cover the search terms your customers are using
Making the most of your Google Things to do connection
Once initiated, GTTD pulls live availability and prices from your website, and shares them with users searching for products like yours within the specified location. GTTD features both on Google Search and Maps, so it’s easy for people to find the tours and experiences they’re looking for.
If you’ve decided to share your tour products with a global audience through Google Things to do, here are the key ways to engage with potential customers and maximise the benefits of your connection.
- Incorporate visual content into your listings
You can include visual media such as photos and videos in your GTTD listing and on the landing page it links to. Content like this offers customers varied and interesting ways to understand your tours’ unique selling propositions, and gives a strong impression of what to expect. Potential customers enjoy seeing the top landmarks and hidden gems your tours take in, to get an idea of what travellers experience with your guides.
- Maintain accurate availability and pricing
Keeping up-to-date availability and accurate pricing in your GTTD listings is vital in building customer confidence. Google’s Operator Booking Module allows you to list a maximum of 10 products, so it’s important to focus on your best-selling tours. Be up-front about any restrictions or requirements such as age limits or specific time slots, to avoid confusion.
- Share and respond to customer reviews
Positive reviews from previous customers offer valuable insight, and influence others to place their own reservations. Encourage travellers to leave feedback when your tour comes to an end, or send out follow-up emails to customers who have recently completed one of your tours. Whether the feedback is positive or negative, replying promptly with thanks, an explanation, or an apology shows potential customers that you’re engaged and proactive.
If you’d like to share your tours with a wider audience through Google Things to do, the experts at Palisis are here to help. Schedule a call or complete an enquiry form on our Contact Us page, and one of our team members will get back to you and help.