Google has added "things to do" searches to two special search result units that it shows only to users in the European Economic Area (EEA): the aggregator unit and the supplier unit. If you sell tours, tickets, attractions or activities to people in the EU, Iceland, Liechtenstein or Norway, this affects how you can show up in Google.
What changed
On November 9, 2026, Google's Search Central documentation changelog said it "updated the aggregator unit and supplier unit documentation to include support for 'things to do' queries," because "the aggregator unit and supplier unit now support 'things to do' queries."
Here's how Google's documentation describes the two units:
- Aggregator unit: a block of results from comparison and booking sites (Google calls them Vertical Search Services), such as online travel agencies, comparison shopping services, metasearch engines and directories. Only one aggregator unit shows at a time, and users can switch to another aggregator from a list. It already covered hotels, flights, long-distance trains and buses, products and local businesses. Now it covers things to do as well (Google: Aggregator unit).
- Supplier unit: a separate block for direct providers. Google's examples are individual hotels or airlines, brick-and-mortar business owners and service providers such as plumbers; for things to do, that would be the business that runs the tour or activity itself. Google says the supplier unit only appears if the aggregator unit appears (Google: Supplier unit).
Google's regional differences page lists both units as EEA-only. Searchers outside the EEA won't see them.
Why it matters for small businesses
For "things to do" searches in Europe, results from booking sites and from direct providers can now show up in separate blocks. If you run a tour, attraction or activity business, you can appear in the supplier unit with your own website, without going through an aggregator.
According to Google's supplier unit documentation, you don't need to send any extra data beyond what Google can find by crawling your website, though data feeds can enhance your results. To be eligible, your website must serve users in the EEA and your business must be a direct provider.
Aggregators have a harder path. Google says they must express interest through its Google Search Aggregator Features form, be approved as a Vertical Search Service, have relevant content, provide data through feeds (for things to do, the Local and things to do Point of Interest Feed), and follow Google Search's content policies.
What to do
- Make your offer crawlable. Since the supplier unit works from what Google can crawl, put your tours, activities, prices and locations on normal HTML pages, not only inside a booking widget.
- Check that Google can index those pages. Look for noindex tags, robots.txt blocks and error pages on your key product pages.
- Write clear titles and use real photos. Google's aggregator unit best practices ask for factual, descriptive titles and clear, original images. We think that's good practice for your own pages too.
- If you run a comparison or booking site for activities in the EEA, read the aggregator unit documentation and the interest form requirements.
- Watch your Search Console data for things to do queries from EEA countries over the next few weeks.
Make sure Google can read your pages
If crawl or indexing problems hide your offer, Google has nothing to show in these units. SEOSFT's Indexability check, part of the free plan, flags pages set to noindex, pages blocked by robots.txt and pages that return a 4xx or 5xx error.
Sources
- Google Search Central, Latest documentation updates (Nov 9, 2026): https://developers.google.com/search/updates
- Google Search Central, Regional differences in Search experience: https://developers.google.com/search/docs/appearance/aggregator-features
- Google Search Central, Aggregator unit: https://developers.google.com/search/docs/appearance/aggregator-unit
- Google Search Central, Supplier unit: https://developers.google.com/search/docs/appearance/supplier-unit
- Search Engine Roundtable, Google Aggregator & Supplier Units Gain 'Things To Do' Query Support (Nov 9, 2026): https://www.seroundtable.com/google-aggregator-supplier-units-things-to-do-42484.html