Table of Contents
These days, more travelers are discovering and booking tours online. According to Research and Markets, the online travel booking market size grew by 12.7% last year. If you’re an online tour operator, you need the right features to help you make the most of this trend.
Google Things to Do is a tool specifically designed for the tours and activities industry, helping them reach millions more customers. It works in Google Search and Maps, so travelers can find activities of interest and book directly with the provider.
Let’s talk about the benefits of Google Things to Do and how it works. We’ll look at how to get started and increase your direct bookings through Google Things to Do listings and show you how an online booking system like Rezgo works with your Google Business Profile to grow your business and boost your bookings.
The Unique Benefits of Google Things to Do
Google Things to Do presents a host of benefits to tour and activity operators. It works alongside your Google Business Profile. It centers on direct tour and activity integration rather than your business’s general online presence so that you stay focused on achieving specific goals.
Compared to other channels, Google Things to Do is a game-changer for tour operators. It reaches travellers actively looking for experiences, especially those doing last-minute or in-destination searches. So, it captures customers at a point when they’re ready to book, increasing sales effortlessly.
Google Things to Do offers users a seamless journey, going from search engine to discovery to booking in just a few steps. Its simplicity and effectiveness make it attractive to both consumers and tour operators alike.
How Google Things to Do Works
Google Things to Do focuses on searched-for “points of interest” or POIs. These could be famous landmarks such as Niagara Falls or the Statue of Liberty. They could also be local attractions like parks or art galleries. Searches might be specific (“whale watching in Vancouver”) or more general (“activities near me”).
Search results appear after an organic search, in Google Maps or on travel-focused panels. Customers can then click through to options to buy tickets for the POI or for tours that are similar or nearby. They’ll also find useful information about opening hours and facilities at the attraction.
For optimal visibility, you can integrate Things to Do with with booking software like Rezgo. This allows travelers to make a quick and direct booking, improving their experience and helping you close the deal.
Getting Started with Google Things to Do
When you choose a connectivity partner like Rezgo to help you work with Google Things to Do, the first step is to load your inventory into the platform.
With the right booking software, you can load individual tours, events and activities, as well as bookable options. For example, if one of your tours is available in the morning and afternoon, you could create two different bookable options for that inventory. You can set your pricing and availability, along with automations to adjust dynamic pricing and availability.
Google connects with the information you have inputted and pulls out your specific data when a potential customer makes a search.
When writing your items or tour listings, spend some time optimizing them. They should sound both specific and enticing. Add relevant phrases like “kid-friendly” or “private tours,” so the customer knows what to expect and so you can find the right market for your tours.
Use strong imagery in your description to capture the experience. For example, if you’re offering a tour to Niagara Falls, instead of saying “Sail to Niagara Falls waterfall,” you could write: “Experience the majesty of the Falls. Feel the fresh spray and hear the roar of energy as you get a close-up view of one of the wonders of the world.”
Finally, make sure your pricing and availability information are accurate for the best possible booking experience.
Increase Direct Bookings Through Google Things to Do
Once you’re set up, you’ll want to get Google Things to Do to work straight away to increase your bookings. Here’s what you need to know:
- Understand customer intent. You’ll need to cater to a range of traveller types, from those who plan their trips months ahead to spontaneous bookers. So, for last-minute bookers, you can use phrases such as “what to do in Toronto today.”
- Leverage seasonal trends. Do this by tailoring your offerings and highlighting seasonal experiences during peak travel periods, such as offering trips to Christmas markets in December.
- Promote your unique selling points (USPs). Consider what sets your tours apart. Are they eco-friendly? Do they provide special access? Make sure you include these features in your descriptions.
- Encourage real-time reviews. Positive customer feedback influences bookings, so make sure current, complementary reviews are highly visible. Engage with reviews so potential customers can see you care about your customer experience.
- Use tools to measure listings’ performance. Enable analytics tools that help you understand metrics like how many clicks are coming from Google Things to Do. Monitor conversion rates and adjust your offerings or pricing accordingly.
- Employ strategies for testing your listings. This will help you experience the booking process from the point of view of potential customers. Try out different versions to see which works best.
The Rezgo Advantage with Google Things to Do
If you’re looking for a cloud-based booking and management system that integrates seamlessly with Google Things to Do, Rezgo’s tour booking software is a great choice. By managing your tour and activity inventory through Rezgo and integrating Google Things to Do, you simplify your availability management and increase your visibility, which increases your bookings in turn.
Rezgo’s customers have been thriving with Google Things To Do. According to Craig Dodge, Director Emeritus of Sales & Marketing for Phare, The Cambodian Circus, using Google Things To Do with Rezgo has been great for Phare’s business.
“Off the top of my head, it would be insanity not to [use Rezgo’s Google Things to Do integration]. Any time we can get on multiple spots of Google search results is a good thing,” he says.
Dodge explains that Phare’s goal is to appear on the first Search Engine Result Page (SERP) as many times as possible. To do so, his team uses website optimization, Google Ads, a regularly updated Google Business Profile, and Google Things to Do, and they regularly encourage and engage with customer reviews.
“By doing these five things, Phare Circus’s direct sales rock!” he adds. By prioritizing these services, including Google Things to Do, Phare’s direct online sales for 2024 are 4.6 times higher than its top-selling DMC, and higher than the sales it gets from its nine top-selling partners combined.
And it’s been a savvy financial decision for Phare as well, as Dodge explains. “Maximizing direct online sales saves Phare a ton of money that would have been paid on commissions, even after considering the online booking fee, credit card merchant account fee and Google ads.” It’s not a small difference, either. Dodge estimates the commission fees for Phare’s OTAs and resellers average around 22 percent, while the costs associated with direct bookings are closer to 6 percent.
If you’re a tour operator looking to grow, Rezgo is your must-use tool. Customers can book the activities they want to do quickly and securely via Google Things to Do in an intuitive, streamlined process.
And as an operator, you’ll benefit from a flexible platform that helps you increase your direct bookings while taking the headaches out of pricing and availability management.
Book a demo to learn more about how Rezgo works with Google Things To Do and start optimizing your bookings today!
Written By | Rezgo
