When searching Google for "things to do" in Paris, London or Barcelona, you'll see a Google Things To Do section appear among the results, showcasing various activities. The same applies on Google Maps. Google Things To Do is, as its name suggests, a curated list of activities selected by Google that complements the standard search results. How does it work, and how can you get your site listed in Google Things To Do answers? Here's everything you need to know!
What is Google Things To Do?
Google Things To Do was launched in 2021, as an extension of Google Flights and Google Hotels. After flights and hotel bookings, Google set its sights on the last segment of the travel market it had yet to address: activities. The goal: to bring together in one place all the available offerings for every destination.Google's main aim was to keep visitors engaged as long as possible by offering a booking button that lets users go directly from Google to the partner's website, without going through a third party. Google thus positions itself as a travel player capable of delivering ideas and products directly to its users.
The system is also very attractive for activity providers and suppliers, since Google takes no commission on sales. A particularly compelling proposition when you consider that a platform like GetYourGuide takes a 30% commission on every activity sale. The same goes for Viator, whose commission ranges from 20 to 30% depending on the products and providers.
Google does not publish precise figures on sales made through Google Things To Do. But the search engine emphasizes that Google Things To Do lets you reach "the millions of users who plan their trips on Google every day".
How to list your activities on Google Things To Do
First piece of good news: listing on Google Things To Do is free for activity providers. Yes, you read that right: this visibility is completely free! And since Google takes no commission on sales, you have everything to gain by signing up and showcasing your activities on Google Things To Do.But there is a catch... To be listed on Google Things To Do, you need to go through a Google connectivity partner, a platform that allows you to synchronize your activities with Google's API. Which brings us to the second piece of good news: Explorates can do exactly that for you! Explorates users can, if they wish, showcase their activities and products on Google Things To Do. This happens automatically, with no effort on your part. No need to dive into lines of code!
From there, your activities can appear for searches related to what you offer. If you run kayaking trips in the Calanques near Marseille, for example, your offering can show up on Google for any search about "things to do in Marseille".
How to improve your visibility on Google Things To Do
If you stick with the free offering from Google, your activities will appear on Google Things To Do based on other available offerings in the same sector. The issue: if you offer guided tours in Paris, for instance, you may well find it difficult to rank in the top positions within the Google Things To Do highlights.The solution? Switch to the paid model. Google Things To Do does offer providers the option to pay to move higher up in the featured listings. You'll need to activate the "Things to do Ads / Travel Campaigns" option on your Google account and take part in the bidding process.
Depending on the destinations and keywords, the cost of featured placements will vary. It's up to you to set a maximum budget to keep your marketing spend under control.