Google Expands Reservation Options Beyond Restaurants To Include Events, Activities

Users can now book top attractions, activities, and more, directly from Google Search, Maps, and the Assistant via Reserve with Google.

Reserve With Google has offered the ability to book restaurants and salon/spa appointments over the last two years.

Now, Google’s reservation platform is going wider, allowing its map, search and Google Assistant users to secure just about anything that involves advance ticketing, from cultural events to outdoor activities without leaving Google’s platform offerings.

Still, Google isn’t challenging Ticketmaster or Live Nation — at least not directly. The Reserve With Google update goes beyond Google’s relationship with third parties like Open Table and Resy to include ticketing platforms like Peek and Tiqets.

Additional activities with more businesses will become available as Reserve With Google adds new partners like Accesso, Checkfront, CourseHorse, Fareharbor, Musement, Rezdy, and TripAdvisor Experiences.

“The next time you’re looking for something fun to do, Google can help you take that surfing class you’ve been dreaming of or visit that amazing museum you’ve been thinking about,” writes Jackie Xiang, a software engineer working on Reserve With Google, in a blog post. “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.”

Users just need to scroll down for the “Find tickets” button on a place listing (or the “Schedule” button on the Assistant mobile app) and tap it. From there you can explore your options, select the number of tickets you need, prepay, and be on your way.

“This is further proof that Google My Business investment in user generated content (UGC) via Local Guides was to create a holistic dataset of venues and experiences to fuel local discovery across their ecosystem,” says . For merchants and consumers alike, delivering event results in Google for high intent searchers in Google is a no-brainer,” notes Raj Nijjer, VP of Marketing for content marketing platform Yotpo. (Full disclosure, Raj Nijjer was GM of GeoMarketing from 2016-2017.)

Given that 80 percent of US internet users turn to a search engine and the business reviews that accompany the links and location information, it stands to reason that Google’s ability to directly connect users to events and venues will increase the demand for better digital presence and knowledge management via discovery and marketing programs like Google My Business.

About The Author
David Kaplan David Kaplan @davidakaplan

A New York City-based journalist for over 20 years, David Kaplan is managing editor of A former editor and reporter at AdExchanger, paidContent, Adweek and MediaPost.