Google: Friend or Foe in the Tours and Activities Industry?
In September 2021, Google launched an advertising product called Google Things To Do, which lists not only the top attractions in a city but also options to book tickets via direct sites or online travel agencies. As we show in the screenshot below, though Google displays paid sponsored listings near the top of the site, its main organic booking list prioritizes the direct website over the sites of aggregators such as Viator, GetYourGuide and Musement, to name a few.