Google Allowing You to Reserve, Book Unique Experiences in SERPs

Search results on Google have come a long way from a list of links. Today the SERPs enable all kinds of commerce activities like restaurant reservations, scheduling haircuts, click to call, shopping, and more. Earlier this week the company announced yet another action: reserving/booking unique experiences.

From booking an urban kayaking experience, to signing up for a museum tour, Reserve with Google is making it easier to reserve and book these unique experiences from search, maps, and Google Assistant.

This appears to be a function of the growing “experience economy” (think escape rooms, concerts, axe throwing bars, etc.). Millennials appear to be driving this, with 78% telling Eventbrite that they would rather spend on an experience than a product or thing.

According to Google:

You can now book top attractions, activities, and more, directly from Google Search, Maps, and the Assistant via Reserve with Google. From the UNESCO World Heritage Site Casa Batllo in Barcelona to urban kayaking in Chicago, booking an activity is easier than ever before.

Behind the new booking capabilities are partner integrations with Peek and Tiqets. Google also plans to introduce more experiences available for booking via future integrations with Accesso, Checkfront, CourseHorse, Fareharbor, Musement, Rezdy, and TripAdvisor Experiences.

This is yet another way Google is making it easier for consumers to take action right from the SERP, increasing the company’s ability to own the entire digital consumer experience without the need for visiting multiple websites or platforms. However, first time buyers of these experiences will still need additional information before booking, which is where websites, SEO, social and ratings and reviews come in.

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