Senior SEO Consultant

Share
  • 0
  • 0

In a short guide I published back in 2018, I looked at some of the Schema options available for hotels, and I’ve received a lot of emails since then asking for advice on other structured data mark-up options for travel websites.

It is worth noting at this point that schema is not a ranking factor, and does not directly help improve your rankings.

The inclusion of schema/structured data mark-up on travel websites can help Google better understand and process the information on the page, allowing it to be used in more creative ways – such as rich results and special content result blocks.

This is because you’re structuring key points of the data in the form of a summarized table, making it easier to automate understanding and comparisons with the same data across other websites. This coupled with the perceived user value of the content on the page (and then around a few hundred other factors) results in ranking.

In the past 5 years alone, new schema types have been developed by Schema.org for use by travel companies, and others have had their classifications and usage criteria changed by Google, such as reviews.

Schema Types For Travel Companies

In this article, I’m going to look at different schema types that have been defined for the travel industry and can be used to better mark-up your information so that it can be processed by Google (and other search engines).

Currently we have a number of schema options available to us,

  • Trip
    • TouristTrip
    • Flight
    • BusTrip
    • TrainTrip
  • TouristDestination
  • TouristAttractions
    • includesAttraction

If you are a hotelier, you can read this post on hotel schema mark-up. If you’re interested in reviews and utilizing them, please read this post around Google’s 2019 changes to review schema validity.

A number of the above schema types are a collective thought-works of the Tourism Structured Web Data Community Group, and works to propose and lobby Schema.org for the betterment of the travel and tourism industry.

Trip Schema

A trip or journey. An itinerary of visits to one or more places.

Trip schema is a useful schema type that can be applied both as a primary type and as a subtype. It can also be further broken down into subtypes of TouristTrip, Flight, BusTrip, or TrainTrip.

If you’re a tour company such as Globus Travel or Trafalgar, and offer tours to multiple locations you can utilize trip schema to define trips and sub trips, for example, the below JSON-LD example details a TouristTrip of Australia and New Zealand, where in Australia is the main trip component and New Zealand is a nested trip.

{
  "@context": "http://schema.org",
  "@type": "TouristTrip",
  "name": "Australia and New Zealand",
  "description": "This trip is modeled as two distinct Tourist Trips using the subTrip property.",
  "subTrip": [
      {
        "@type": "TouristTrip",
        "name": "Australia",
        "description": "This is a trip on its own."
      },
      {
        "@type": "TouristTrip",
        "name": "New Zealand",
        "description": "This is another trip nested inside the main one."
      }
    ]
}

As this schema type utilizes the name and description properties, this can be the commercial tour name, utilize either a non-verbose description as well as include all trip locations to almost planning out the itinerary in Schema form (as you would on the page itself in visible content)… But you can do that within Trip using another Schema type!

Including Itinerary Schema

Itinerary is currently a pending schema type that can be used as part of Trip. Pending means it has not been adopted into Schema.org as full integration, pending implementation feedback from adoption from users – e.g. websites – so use it and provide feedback!

Within this schema type, you’d list other schemas such as TouristAttraction‘s. So using the above example of a multi-destination trip of Australia and New Zealand; we can break out the itinerary and destinations to further enhance the schema type.

Below is an example using itinerary information from a tour page from Globus Travel, their 2021 tour titled “Highlights of the South Pacific” – as well as some destination level descriptive data taken from Wikipedia.

{
"@context": "http://schema.org",
"@type": "TouristTrip",
"name": "Highlights of the South Pacific (PK)",
"description": "Experience the best of Australia and New Zealand on an unforgettable tour filled with fascinating wildlife, dramatic scenery, and the region’s favorite cities.",
"touristType": [
"Cultural tourism"
],
"subjectOf": {
"@type": "CreativeWork",
"name": "All about the trip",
"url": "https://www.globusjourneys.com/tour/highlights-of-the-south-pacific/pk/?nextyear=true"
},
"itinerary": {
"@type": "ItemList",
"numberOfItems": 2,
"itemListElement": [
{
"@type": "ListItem",
"position": 1,
"item":
{
"@type": "TouristAttraction",
"name": "Auckland Domain",
"description": "The Auckland Domain is Auckland's oldest park, and at 75 hectares one of the largest in the city.Located in the central suburb of Grafton, the park contains all of the explosion crater and most of the surrounding tuff ring of the Pukekawa volcano."
}
},
{
"@type": "ListItem",
"position": 2,
"item":
{
"@type": "TouristAttraction",
"name": "Waitomo Glowworm Caves",
"description": "The Waitomo Glowworm Caves attraction is a cave at Waitomo on the North Island of New Zealand. It is known for its population of Arachnocampa luminosa, a glowworm species found exclusively in New Zealand."
}
}
]
}
}

Structuring data in this way means you can maintain the visual verboseness and graphics to capture the users’ attention and encourage an inquiry, and also inform search engines of the key points through a uniform structure.

Through the above schema, coupled with the on page content, Google now will better understand the page to be relevant for search queries such as:

  • new zealand tours with waitomo glowworm caves
  • new zealand tours Auckland domain park
  • tours of new zealand ft waitomo caves
  • etc

⃟◈⃟

If you’d like to speak to an experienced SEO team, who have solved SEO problems and driven growth for some of the world’s biggest travel brands? Let’s talk.

 

Share
  • 0
  • 0