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Google quietly rolled out a trial run of its new Things To Do display for attraction business listings. We took a close look at a number of listings, and this soft launch is a bit rough around the edges. It shows just how hard it can be — and how much there is to do — even for a tech giant like Google in our sprawling, complex industry. Here’s why, and what you need to know
The tours and activities ad-spend testing by the search giant has long been expected and is hardly a game-changer, for now. The bigger question for operators is what’s going on with Reserve.
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Google’s quiet announcement to roll Reserve with Google into the travel group may signal the company’s longer-term objectives for tours and attractions.
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It was only a matter of time. The search giant has already made major inroads into travel with Google Flights and Hotels. It was inevitable that they would start to look at travel’s third-largest sector: Tours, Activities & Attractions.

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