Key Takeaways
- Google Things to Do (GTD) is a rapidly growing distribution channel for selling hotel activities and experiences, expected to be a major revenue stream by 2026.
- Hotels can increase revenue per guest by 25-40% and average length of stay by offering integrated experience packages, aligning with evolving traveler expectations.
- Successful integration requires an optimized Google Business Profile and structured data feeds via direct API, connectivity partners like OtelCiro, or manual listings.
- Leverage pricing strategies like accommodation+experience packages (32% higher conversion), early booking discounts (45% lower cancellation), and dynamic pricing to maximize sales.
- Monitor key KPIs such as impressions, CTR, conversion rate, additional revenue per guest, and package vs. individual sales to optimize performance and portfolio.
What is Google Things to Do?
Google Things to Do is an activity and experience platform launched by Google in 2021, which has become one of the fastest-growing distribution channels in the hospitality sector by 2026. When users search for a destination, Google automatically displays a list of activities, tours, and experiences in the search results.
For hotels, this platform offers an enormous opportunity: the potential to increase revenue per guest by 25-40% by offering accommodation + experience packages instead of just selling rooms. In 2025, activity bookings made via Google Things to Do increased by 67% compared to the previous year.
Related reading: Google Hotels Visibility Strategies
Why Should Hotels Utilize This Channel?
Evolving Guest Expectations
Today's traveler is no longer just looking for a room; they are seeking a holistic travel experience. According to the Phocuswright 2025 report:
- 73% of travelers research activities along with accommodation.
- 52% consider the experience options offered as a crucial criterion in hotel selection.
- Guests who book an experience package have an average length of stay that is 1.8 nights longer.
- Hotels selling activities have an 18% higher guest satisfaction score.
Google's Massive Reach
With over 8.5 billion searches made every month on Google, searches like "Istanbul things to do" or "Antalya activities" receive hundreds of millions of impressions. Your hotel appearing in these searches translates to organic traffic with zero commission costs.
Integration Process: Step-by-Step
1. Google Business Profile Optimization
The foundation of Google Things to Do integration is an optimized Google Business Profile. Pay attention to the following in your profile:
- Category selection: In addition to the main "Hotel" category, add subcategories like "Tour operator" or "Event venue".
- Photos: Include photos of activities and experiences (at least 15).
- Description: Clearly state the experiences you offer.
- FAQ section: Add frequently asked questions related to activities.
2. Creating a Things to Do Data Feed
Google expects your activity data in a structured format. There are three different integration methods:
Direct API Integration: If you have your own development team, you can create a real-time data feed using Google's Things to Do API. This method provides the highest level of control.
Connectivity Partner: You can establish an automatic data feed through integrated distribution platforms like OtelCiro. This method provides a quick start without technical burden.
Manual Listing: For smaller hotels, there is an option to manually add activities via Google Business Profile; however, scalability is limited.
3. Preparing the Experience Catalog
Categorize the experiences your hotel can offer:
- On-site experiences: Spa packages, chef's table dining, yoga sessions, pool parties.
- Partnership experiences: City tours, nature walks, cultural excursions arranged with local tour operators.
- Seasonal experiences: Hot air balloon tours, ski packages, festival programs.
Related reading: Increase Revenue with 5 Channel Optimizations
Pricing and Packaging Strategies
The key to success on Google Things to Do is proper pricing and packaging. According to our data, the most effective strategies are:
Accommodation + Experience Package: Offer packages that include an experience with a 15-20% addition to the room rate. These packages should provide guests with a 10% saving compared to purchasing separately. The conversion rate for package sales is 32% higher than for standalone room sales.
Early Booking Discount: Offer discounts of up to 20% for activity bookings made 30+ days in advance. This strategy facilitates occupancy planning and reduces the cancellation rate by 45%.
Dynamic Pricing: Automatically adjust activity prices based on season, demand, and occupancy rates. Increase prices by 25-30% during high season, while offering aggressive promotions during low season to achieve stable year-round revenue.
Performance Measurement: Which Metrics to Monitor?
To get the maximum benefit from Google Things to Do, regularly track the following KPIs:
- Impressions: How many times did your activities appear in search results?
- Click-through rate (CTR): How many impressions converted into clicks? Industry average is 3.8%.
- Conversion rate: How many clicks converted into bookings? Target: 8-12%.
- Additional revenue per guest: How much average additional revenue are you generating per guest from experience sales?
- Package vs. individual sale ratio: The ratio of package sales to total sales. Target: 40%+.
By analyzing these metrics, determine which experiences provide the highest ROI and optimize your portfolio accordingly.
Success Stories: Examples from Turkey
Hotels in Turkey that were early adopters of Google Things to Do integration are achieving remarkable results:
A boutique hotel in Cappadocia increased its revenue per guest by 38% with a hot air balloon tour + accommodation package. During the same period, organic Google traffic rose by 55%.
A five-star resort in Antalya generated monthly additional revenue of 180,000 TL from water sports and boat tour packages during the summer season.
A city hotel in Istanbul increased its low-season occupancy rate from 22% to 41% by offering gastronomy tours and Bosphorus cruise packages.
Preparing for the Future: 2026 and Beyond
Google is continuously developing its Things to Do platform. Expected innovations in 2026 include:
- AI-powered personalized recommendations: Automatic experience suggestions based on the guest's past preferences.
- Voice search integration: Direct answers to questions like "Hey Google, what activities are there at the hotel?"
- AR experience preview: Augmented reality previews of activities.
To prepare for these trends, build your infrastructure now, enrich your experience portfolio, and optimize your data feed. Google Things to Do is poised to become a revenue channel as significant as room sales in the future of the hotel industry.