Google Tests Ad Formats That Push Attractions Bookings: Scoop

Key Points

• Google is testing new ad formats for attractions that prominently display sponsored booking options from multiple experience platforms.
• The new format may promote price competition among OTAs and can sometimes display lower prices than official attraction websites.
• Concerns have been raised about the potential for price manipulation, but Google states it is working to prevent anti-consumer behavior.

Summary

Google is experimenting with new ad formats for attractions such as Disneyland and Universal Orlando by integrating sponsored links from various experience platforms directly into a booking module. These modules, labeled as 'Sponsored Tickets & Tours,' may present lower-priced options from OTAs like Klook, occasionally undercutting official ticket sellers. The move elevates the prominence of experiences within Google's ad ecosystem, intensifies competition among OTAs, and raises concerns about potential price manipulation, an issue Google claims it is addressing.