Google Ads

3 new ways to help attraction and tour operators reach more travelers

A group of people sitting in a tour bus. All are looking out the window with excited expressions, and the woman in the front is taking a picture with her phone.

Traveling can be a source of joy and excitement, especially when meaningful experiences are involved. In the last year, we’ve seen searches for “fun activities” reach an all-time high in the U.S. That’s why we’re continuing to make it easier for people to discover things to do on Google, and for businesses to connect with these new potential customers as they plan their trips.

Compare ticket prices on Google Maps

Last year, we began showing ticket booking links on Search when people look for attractions, like the Boston Tea Party Museum, to help them quickly compare admissions prices across different partners. Now, this ticket information is available on Google Maps as well, where travelers often plan their itinerary for the day.

Two phone mocks showing ticket information in Maps. The first shows Tickets in the Overview tab. The second shows the Tickets tab.

Compare ticket prices right in Google Maps.

We’re also starting to show booking links for experiences connected to a particular attraction, like a combined Statue of Liberty and Ellis Island tour. This feature is currently available on Search and will also be available soon on Maps.

Screenshot of a search for "Boston Tea Party Ship &...". The Experiences section shows various options including a trolley tour and a self-guided tour.

We are also starting to show booking links for experiences connected to a particular attraction.

In the near future, we’ll also begin displaying booking links for tour and activity operators on their Search and Maps listings when people query their business name, like “John’s London Bike Tours.”

Edit ticket prices directly through Google Business Profile

Attraction, tour, and activity operators can work with an approved connectivity partner to provide travelers with the most up-to-date pricing information through a feed integration. Beginning today, attraction owners can also directly edit their ticket prices on Search and Maps through their Business Profile, and this functionality will soon be available for tour and activity operators as well.

Gif showing the form to add a ticket.

Attraction owners can directly edit their ticket prices through their Business Profile.

Help even more customers find you

Last year we introduced a new ad format on Search that helps advertisers stand out and drive more revenue by showing details like pricing, images and reviews when people search for things to do. Now, this ad unit has expanded coverage to include more countries and languages and is eligible to appear on individual attraction listings on mobile Search. These ads can be set up using the same data feeds that power the free ticket booking links on Search and Maps, so it’s easy to get started.

Two phone mocks showing ads. The first shows a search for "Things to do in boston" with Tickets & tours ads in the results. The second shows a search for "Boston Tea Party Ships & Museum" with the specific "Boston Tea Party Ships & Museum" location showing in the results and an ad for a tour above it.

Ads expanded coverage to appear on even more search results.

Register here for our Travel on Air Webinar to learn about these new tools and more to help you connect with potential customers.