Five Ways Your Attraction Can Win More Direct Bookings Through Google

There’s one search that every destination, attraction, museum, zoo, aquarium and tour company wants to show up for: “Things to do in [Your City].” It’s one of the first places travelers look when planning a trip - and showing up there can have a direct impact on ticket sales. 

But Google has changed.

Maps, reviews, videos, AI summaries, and booking modules now compete for attention long before visitors reach your website. Even major travel companies like Booking Holdings acknowledged recently that Google's AI-powered search experiences are changing how travelers discover and book experiences.

The good news? There is a way for attractions to adapt to drive more direct bookings, reduce reliance on third-party sellers, and capture visitors before competitors do. And you don’t need to outspend the biggest travel brands - you just need to show up where travelers are making decisions. 

Here are five ways attractions can improve their visibility, drive more direct bookings, and make the most of Google's evolving search experience.

1 | Make Booking Easy 

Let’s start simple: If your ticketing platform supports Google's Things to Do program, connect it.

This allows Google to display official ticket links directly in search results, making it easier for visitors to book directly with you instead of through a third-party reseller.

2 | Keep Your Google Business Profile Fresh 

For many destination searches, your Google Business Profile is the first impression visitors get.

Recent reviews, updated photos, short videos, and accurate business information all help build confidence and encourage people to book before they ever visit your website.

3 | Create Content That Helps People Plan 

Instead of only trying to rank for broad searches like Things to do in Chicago, answer the questions travelers are already asking.

Think: weekend itineraries, family-friendly activities, rainy day ideas, or seasonal events. Furthermore... 

The goal isn't just to rank higher - it's to become part of the trip planning process. When your attraction helps visitors decide how they'll spend their time, you're much more likely to earn the booking.

4 | Remember That Tourists and Locals Search Differently 

One search strategy won't reach every audience.

Visitors are usually planning days, or even weeks, ahead. They're comparing attractions, building itineraries, and deciding how they'll spend their time.

Locals are looking for something to do today, this weekend, or near me.

Create content and campaigns for both audiences so you stay visible throughout the entire visitor journey - from vacation planning to spontaneous weekend outings.

5 | Think Beyond One Visit 

A tourist may buy one ticket. A local could become a repeat visitor.

Use your website and marketing to promote memberships, annual passes, resident discounts, and seasonal events that keep people coming back long after their first visit.

Search Has Changed. Your Strategy Should Too. 

Success on Google isn’t just about ranking #1 anymore. It's about making it easy for travelers to discover your attraction, trust what they see, and book directly with you - whether they're planning a vacation or looking for something to do this afternoon.

Want to audit your current media strategy, or develop a tailored roadmap to increase direct ticket sales? Contract Datafy and get a strategy session in the books.