As Google continues to develop its pilot program called ‘Things to do’, Australian based travel connectivity hub Livn has been announced as Google’s newest global connectivity partner and is now targeting U.S. attraction businesses for expressions of interest in registering for free through the Livn platform.
Via the ‘Things to do’ pilot program, operators can now list their own website’s product booking pages to get direct bookings straight from Google search results for free, avoid higher costs of sale via intermediaries and inflated commission rates as well as regain control over distribution, content, and the customer journey.
From sports stadiums and themed entertainment tickets to historical activities and nature and wildlife tours, ‘Things to do’ will allow users to easily compare options via mobile or desktop for visiting their favorite attractions and will be able to click through to the operator’s website to complete the transaction. It means more booking options to customers and puts more control back in the hands of small, medium, and large attraction operators.
Livn’s role is to claim, create and power the ‘OFFICIAL SITE’ button that takes potential customers directly to the operator’s website from Google Search results. This provides a level playing field between operators and large OTAs, minimizes intermediaries, reduces cost of sale, and increases the operators’ bottom line.
Steve Martinez, Founder and Chief Commercial Officer of Livn has been instrumental in making the partnership happen, saying, “it’s exciting to see the result of years of engagement with a Livn and Google partnership that can give tours, activities and attractions operators better brand control over distribution as well as a much-needed boost given the events over the last 18 months”.
As Livn is not a reservation system or an Online Travel Agency (OTA) they take no commission, but instead act as a connection between the operator and consumer. Operators retain ownership of the official site tickets button, the customer, and end-to-end analytics to better manage the entire customer booking journey and experience.
The result for operators? Lower costs, increased direct bookings, and full ownership of customer acquisition. Additionally, with 83% of mobile bookings being completed after a smartphone search, ‘Things to do’ allows operators to be where their audience is.
Livn Chief Executive Officer Mark Rizzuto expressed the partnership with Google as a highlight for 2021, stating, “we are thrilled that Livn can help play a part in the revival of travel and help attractions be ready for the bounce back and resurgence of digital bookings.”
“This is the future of distribution for attractions and soon will be extended to tour operators and activity providers. It helps to level the playing field providing opportunity for the hundreds of thousands of providers in the American travel ecosystem with a more affordable and sustainable model of distribution” Rizzuto added.
“We are demonstrating early success with Australian-based attractions and now is the time to help attraction operators in the United States. The old way of distribution need not be. There’s a clear, better alternative with no cost to register prior to the end of this year,” Rizzuto urged.
About Livn
Livn is a travel technology company and is Google’s new global connectivity partner in the introduction of the ‘Things to do’ pilot program. We are helping tours, activities and attractions operators transition their businesses to get more direct bookings by driving users from Google Search results directly to the operators’ website.
