Google Things to Do: What Tour and Activity Operators Need to Know
Google has become the starting point for most travel decisions. For tour operators, Google Things to Do is now the primary way to display a bookable link in search results, reaching travelers at the exact moment of intent. Google Things to Do replaced Reserve with Google as the booking integration standard for tours and activities, giving operators a direct path from search to confirmed reservation. When a traveler searches for activities in a destination, your products can appear directly in search results with pricing, availability, and a booking link. This guide explains what Google Things to Do is, how it works, and what operators need to do to take advantage of it.
Google Things to Do is Google's platform for displaying tour and activity products directly in search results. It is distinct from Google Ads — appearing in the Things to Do section does not require a paid campaign. Listings are driven by your product data and your booking platform's integration with Google.
How Google Things to Do Works
When a traveler searches for "things to do in [destination]" or a specific activity type, Google displays a curated list of experiences from operators who have connected their inventory to Google through a certified booking platform. Each listing shows the product name, price, availability, rating, and a direct booking link.
For tour operators, a Google booking link for tours that surfaces directly in search results is one of the highest-intent traffic sources available. Travelers who see your product in this context are actively looking for what you offer at that moment.
Google Things to Do vs. Reserve with Google
Reserve with Google was the predecessor to Google Things to Do, sunsetted in July 2021. Google Things to Do replaced it with improved product discovery, better visual presentation, and deeper integration with Google Search and Maps. Operators who were on Reserve with Google needed to reconnect their inventory through a certified platform to appear in the new system.
The Official Site Badge
One of the most valuable features of Google Things to Do is the Official Site badge, which appears on the booking link for the operator's own website when the connection is made through a certified platform. This badge signals to travelers that they are booking directly with the experience provider, which increases conversion compared to OTA listings that lack this designation.
Zaui is a Google certified partner for Things to Do, which means operators using Zaui automatically receive the Official Site badge on their Google listings.
What Google Looks for in Listings
Google's algorithm for ranking Things to Do listings considers: the completeness and accuracy of your product data, your review score and review volume on Google, and the real-time availability and pricing data provided by your booking platform.
Operators who keep their product descriptions detailed and current, actively collect Google reviews, and maintain accurate availability data through a connected platform consistently achieve better visibility than those who set and forget their listings.
Getting Listed on Google Things to Do
To appear in Google Things to Do, you need a booking platform that is certified by Google and has a direct API connection to the Things to Do feed. Not all booking platforms are certified. Zaui's certification means that operators using Zaui can connect to Google Things to Do as part of the standard onboarding process, without additional technical setup.
Once connected, your products, pricing, availability, and booking links sync to Google automatically. Any changes you make in Zaui, such as adding new departures, updating pricing, or adjusting capacity, propagate to Google in real time.
Book a demo with Zaui to learn how to get your products listed on Google Things to Do and activate the Official Site badge for your business.
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