Google Announces Self-Service Tool and Plans for Tour, Activity Operators with Things to do

Attraction operators can now directly edit ticket prices through their business profile on Google Things to do; tour operators will soon be able to manage their listings directly as well, with new editor tool function

Starting today, attraction operators can now directly edit ticket prices on their Google Things to do listings through their Business Profile, Google has announced. 

The company also plans to launch Things to do listings for tour and activity operators, along with a self-editing option, in the coming months. 

“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,” said Richard Holden, VP of Travel Products for Google.

Google Things to do (GTTD) launched in beta in August 2021, first for ticketed attractions, then for tour and activity operators selling experiences that include points of interest both free and ticketed. The platform allows users to find and book attractions and tours through Google Search and Google Maps, directly with suppliers — whether operators themselves or online travel agencies (OTAs) that distribute their products.  

The Things to do booking links on the Google business listings of tour and activity operators may also include booking links for OTAs, according to a Google spokesperson. Tour and activity operators should monitor their listings closely and activate their official listings with a link to booking, or risk losing that traffic to OTAs and other resellers that may also list their products. 


28-30 APRIL 2025

Insider Pro Access Members Save 20%

THE event of the year for the European in-destination experiences industry

Save up to €910 with the Super Early Bird ticket

Learn More

Previously, in order to take control of their listings and keep their prices up-to-date on Google Things to do, operators had to connect via feed integration through an approved connectivity partner such as a reservation system or channel manager. 

With this update, attractions operators will now be able to use an editor tool to directly edit links, prices, product names and a few additional fields, through their Business Profile. Tour and activity operators can expect a full launch of the editing functionality for their listings in the coming months, according to a Google spokesperson.

A preview of the process to manage, edit and add attraction ticket listings | Source: Google Travel

Reasons to Use a Connectivity Partner

Operators now have the choice to work through a connectivity partner or manage their listings themselves with Google’s Business Profile editor tool. According to a Google spokesperson, while the Business Profile option doesn’t cost anything, there are still many benefits to working through a connectivity partner.

These include access to more advanced diagnostics and reporting functionality, assistance with troubleshooting, and not needing to manually update ticketing information—particularly for operators who work through multiple channels beyond Google, and the ability to place ads within GTTD listings. 

Additionally, while the GTTD Business Profile itself is currently free for operators, participating in GTTD ads does still require feed integration through a Google-approved connectivity provider. Google now has two different specific spaces for ads to appear around GTTD listings – one directly beneath the individual search listing, and one in the “carousel” for “Tickets and Tours.”

Google Travel at Arival Today

Emmanuel Marot will be speaking in person at Arival 360 | Las Vegas today, on the latest with GTTD, Google’s outlook for experiences, and what it means for operators. The session will be recorded and made available on demand to all Insider Pro Access members after the conference. 

Header photo: Pawel Czerwinski / Pexels


Sign up to receive insights tailored for the in-destination industry as well as updates on Arival.

Sign Up

Become a Pro Access member to save 20% on Arival in-person events and gain access to 600+ articles, 350+ on-demand videos, 45+ research reports, guides and more, starting at just $179/year.

Print Friendly, PDF & Email


already a member?

Lost your password?


Become an Arival Insider

Included in Free Membership

Included in Arival Pro Membership

The Arival on-demand video library archive
Access to the entire library of over 150 video sessions and webinars

Short, digestible research & trends reports delivering insights into our industry, such as The Tour Operator Outlook for 2021. articles
Topical articles about marketing, tech, operator business and operator stories in all areas of tours, activities & attractions & experiences

Job board access
Find a job from our regular listings, post a resume to the talent network and learn strategies from the job resources articles

New webinars
Helpful, instructional sessions covering subjects such as Mastering Facebook Ads, Grow Your Business and How To Work With OTAs — topics to help advance your business.

Discounts on all Arival in-person events
20% Discount on all Arival in-person events (save up to $300)* based on business type

Arival ProShield – Insurance program
Access to tailored insurance solutions by Granite Insurance is available exclusively for Arival Insider Pro Access Members. Insider Pro Access Members also have access to a suite of resources from Granite Insurance including templates, forms and other informative documents.

Insiders Pro Access member exclusive webinars
Paid membership-only webinars to deepen your understanding of important industry topics.

Job postings & talent directory
Post jobs & connect with candidates most applicable to your business.

Private roundtables to connect, learn and engage
Small, focused and intimate discussions exclusive to Arival Insider Pro Access members.

Full access to Arival’s library of in-depth reports
Up to date, deep analysis of tourism topics ranging from Self-guided Tours to Sales & Distribution Trends and Outlooks, based on the data that defines the industry.

The latest on-demand videos
Over 350+ on-demand videos featuring hot topics in tours, activities & attractions

Insider discounts in digital marketing, tech, e-learning, and more
Save money on additional tools, services and learnings you need to run your business. Exclusive to paid members.

Membership Overview

At Arival, we believe travel can make the world a better place. Our mission is to establish and inspire a diverse community of individuals and companies in the In-destination Industry by providing opportunities to gain insight, share knowledge and build connections. To make it possible for true collaboration, creativity, innovation, and idea exchange to thrive, we are committed to facilitating a welcoming and respectful community for all. This Conference Code of Conduct shares our community expectations and applies to all attendees, employees, exhibitors, speakers, sponsors, volunteers, and other participants at Arival- produced and sponsored events. We empower all participants in our community to actively engage in creating a friendly, inclusive and safe environment for all.

Arival’s core values include the following, and create an expectation for conduct at our events and in online community spaces:

We demonstrate a deep respect for human beings inside and outside our company and for the communities in which they live.
We value integrity and strive to consistently interact with others in ways that are authentic, ethical, and fair.
We are dedicated to transparency, committing to clear, open and honest communication.
We actively pursue and advocate for inclusion, diversity and representation of varying cultural backgrounds, perspectives and ideas

Arival welcomes people from all cultural backgrounds, and does not discriminate on the basis of race, color, creed, gender (including pregnancy, perceived pregnancy, childbirth, breastfeeding, or related medical conditions), gender identity, religion (including religious dress and grooming), marital status, domestic partner status, genetic information, age, national origin or ancestry, military or veteran status, sexual orientation, physical or mental disability, or any other basis protected by federal, state, or local laws.

Accordingly, participants must refrain from displaying any demeaning, harassing, aggressive, or intimidating behavior or materials that would interfere with others’ experience and participation in our community.

If you witness or are subjected to inappropriate or disruptive behavior or have any other concerns, notify an Arival staff member as soon as possible.

Inappropriate or disruptive behavior will not be tolerated. Arival reserves the right to refuse entry to or remove any party from any event or community space at any time when participation or behavior create a disruption or hinder the event or enjoyment of the event by other participants. All determinations are at the sole discretion of Arival, and the decision of the Arival team will be final. Severe breaches of this Conference Code of Conduct may result in disqualification from participating in future events. Individuals expelled due to violating this Conference Code of Conduct will not be eligible for a refund or other consolation.

If you have questions regarding this Conference Code of Conduct or its implementation, please contact us at [email protected].