Google updated its Search Central documentation on November 9, 2026 to say the aggregator unit and the supplier unit now support “things to do” queries. Both are Google Search features shown only to users in the European Economic Area, so this change matters most to tour operators, attractions and activity booking sites that sell to European travelers.

What’s new

The aggregator unit is a results block for what Google calls Vertical Search Services: online travel agencies, comparison sites, metasearch engines and directories. Google expands the top-ranked provider by default and lets searchers switch to another one. The supplier unit sits next to it and shows direct providers, such as a single hotel, an airline or a local business. Google’s docs say the supplier unit only appears when the aggregator unit does.

Until now, Google listed hotels, flights, long-distance trains or buses, products and local businesses as the supported query types. The November 9 changelog entry adds “things to do” to both units, the category Google uses for attractions, tours and activities.

Who it affects

  • Tour and activity booking platforms that serve the EEA. To appear in the aggregator unit, Google requires approval as a Vertical Search Service and data sent through feeds or APIs, starting with its aggregator features interest form.
  • Direct providers in the EEA, like a museum, a walking tour company or an escape room. Google says the supplier unit needs no data beyond what it can crawl, though supplier feeds can add detail.
  • Businesses searched from outside Europe. Nothing changes for searches in the US, Canada, the UK or Australia, because both units are EEA-only.

Our take

If you run tours or attractions and sell to European visitors, we’d check two things this week. First, make sure your booking and listing pages are crawlable, with clear titles, current prices and opening hours that match what the page shows. Then read Google’s supplier feeds help page and see if a feed fits the way you already manage availability. Aggregators that want a slot need the interest form and a working feed, which takes longer, so start now if activities are a big part of your inventory. Google’s note doesn’t say how widely these units will show, so we’d watch Search Console over the next few weeks before changing anything big.

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