By GMB Fox
If your business falls under Google's "attraction" category, you might have noticed some new features popping up in your Google Business Profile (GBP). Specifically, buttons labeled "Tickets" and "Activities" in the New Merchant Experience (NMX). These options aren't just eye candy—they're tools to boost your visibility and control over what customers see when they search for things to do in your area.
Let’s break down what these new features mean, why they matter, and how you can use them to your advantage.
What is Google’s ‘Things to do’?
Google’s ‘Things to do’ is part of Google Travel, designed to make it easier for users to find and book tours, activities, and tickets related to Points of Interest (POIs). In simple terms, a POI is any place that someone might find interesting—like a museum, a theme park, or even a local festival.
This feature is aimed at businesses that fall into categories relevant to tourism and local attractions. If you manage a business like a museum, a tour company, or any place people visit for leisure, this update is your new best friend.
Why Should You Care About ‘Things to do’?
Here’s the kicker: these new features allow you to add your own ticketing and activity options directly to your GBP. That means you can push third-party sellers like OTAs (Online Travel Agencies) down the list and make sure that when someone clicks “Tickets” or “Activities,” they’re seeing options directly from you first.
As Google puts it, “Tickets are ranked based on several factors, but mainly by price. Official tickets are given preference in the ranking.” So if you’re offering the same tickets as a third-party site, but at a better price, you get top billing. And with an "official site" badge to boot, which adds a layer of trust for potential customers.
Managing the ‘Booking Module’ (Tickets)
If your business is an attraction, you likely already have a "ticketing" section in your local knowledge panel. Here’s how you can maximize it:
Add Your Tickets
Click on the "Tickets" option in your NMX. You'll be prompted to fill out fields like ticket name, price, and the URL where customers can purchase them. Be sure to use UTM tags so you can track where your traffic is coming from.
Why It Matters
This feature lets you take control of your ticketing options, ensuring that when someone searches for tickets to your attraction, they see your options first—above the third-party resellers. This not only helps you maintain price control but also keeps more revenue in your pocket by bypassing third-party commissions.
Managing the ‘Operator Booking Module’ (Activities)
The "Activities" button is where you can list experiences or tours you offer. Here’s how to leverage it:
Add Your Activities
If you see the "Activities" option in your NMX, click on it and get started. You’ll need to provide details about the activity, including a description, price, duration, and a link to book. Again, don’t forget those UTM tags for tracking.
Why It’s a Game-Changer
Just like with tickets, adding your activities directly to GBP ensures that your offerings appear first, giving you a leg up over third-party listings. Plus, it’s a great way to manage the entire booking journey for your customers—from search to sale—keeping them within your ecosystem.
The Bottom Line
Adding these ‘Things to do’ features to your GBP is more than just a checkbox on your local SEO to-do list. It’s an opportunity to dominate your niche, offer a better customer experience, and keep more of your revenue where it belongs—in your business.
So, if you’re running an attraction or offering activities, don’t sleep on this. Get your tickets and activities listed now, and start driving more direct bookings today.
In a digital world where visibility is everything, GMB Fox ensures your business isn’t just online—it’s the first choice customers make. Let us handle the complexities of digital marketing, so you can focus on what truly matters: growing your business.
Comments