Google Adds Tour Aggregator Unit to Search for EEA Things-to-Do Queries
· 15h ago · Originally reported by PPC Land
Google is introducing a dedicated Search unit for tour aggregators on things-to-do queries in the EEA. Booking platforms must obtain VSS approval and supply a POI feed to participate, while attractions and tour operators can enter via crawling but only alongside the aggregator unit.
Why it matters
This changes how travel and experience inventory surfaces in Google Search results in Europe, affecting how aggregators and suppliers compete for visibility and clicks.
Explain it like I’m new here
It's like Google giving tour resellers their own special shelf in the search results, while individual attractions can only sit on a smaller shelf next to it.
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