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Google has just announced three new features for travel and travel booking companies. The new features aim to make it easier for people to book tickets and experiences directly from Google, as well as give businesses the ability to connect with potential customers.
Attraction ticket booking links. Now available on Maps (mobile and desktop), after first launching on Search in September 2021. Visitors can also quickly compare ticket prices between different partners.
Experiences related to an attraction (for example, a combined visit to the Statue of Liberty and Ellis Island) are now shown separately. This is currently in Search, coming soon to Maps.
In the near future, Google will show booking links in Search/Maps business listings for tour and activity operators (eg Joe’s London Bike Tours) just as it does now for attractions.
Edit ticket prices in Google Business profiles. Attraction owners can now edit their ticket prices and booking links directly in their business profile (and tour and activity operators will soon have the same option). Previously they had to work through an approved connectivity partner.
Attraction operators can still work with an approved connectivity partner to provide travelers with up-to-date information via a data feed if they prefer.
Things to do Ads (also released in September 2021). Relevant queries now appear in 24 countries and can now appear in individual attraction knowledge panels in Search (replacing what would otherwise be a standard text ad)
These ads can be configured using the same data sources that power the free ticket booking links on Search and Maps.
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Dig deeper. You can read Google’s announcement and find approved connectivity partners here.
Why do we care? If you own or manage a business in the travel and tourism industry, you can use these features to find and connect with new customers, edit your prices in real-time, and give customers additional options for booking.
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About the author
Nicole Farley is editor of Search Engine Land covering all things PPC. In addition to being a Marine Corps veteran, she has an extensive background in digital marketing, an MBA, and a penchant for true crime, podcasts, travel, and snacks.
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