Choosing type for a travel / tour

Look, up in the sky! It’s a bird! It’s a plane! It’s an event!

Generally a product is associated with a physical item or digital product. Concerts, tours, gigs and other events should use the schema event because not only is it more correct, the results can appear in glorious fashion within the search results.

Google Developers: Article about Schema Event

Mark up your organized events so that users can discover events
through Google Search results and other Google products like Google

You can add all types of events through markup — from performances by
famous artists, to a neighborhood salsa class. Adding markup to your
events makes it easier for users to discover and attend your event.

Limited capacity or sale of online tickets? no problem, Schema Ticket

Tickets schema go hand and hand with Event, example of JSON-LD which is more flexible than inline Schema would look something like this:


<script type="application/ld+json">
  "@context": "",
  "@type": "EventReservation",
  "reservationId": "E123456789",
  "reservationStatus": "",
  "underName": {
    "@type": "Person",
    "name": "John Smith"
  "reservationFor": {
    "@type": "Event",
    "name": "Foo Fighters Concert",
    "startDate": "2017-03-06T19:30:00-08:00",
    "location": {
      "@type": "Place",
      "name": "AT&T Park",
      "address": {
        "@type": "PostalAddress",
        "streetAddress": "24 Willie Mays Plaza",
        "addressLocality": "San Francisco",
        "addressRegion": "CA",
        "postalCode": "94107",
        "addressCountry": "US"
  "reservedTicket": {
    "@type": "Ticket",
    "ticketNumber": "abc123",
    "ticketToken": "qrCode:AB34",
    "ticketedSeat": {
      "@type": "Seat",
      "seatRow": "A",
      "seatNumber": "12",
      "seatSection": "101"

If you sell online tickets then you should try to attach ticket schema to the Event

Example of an Sports Event (exact search)

Example of Events in Search Results

Example of Music Events in London (broad this week search)
Example of Music Events in London

OMG!? TBH Schema doesn’t work and sucks IMO…

It should be noted that just having Schema doesn’t assure that your event, product or anything else is shown in Rich Snippet fashion, its common for Google to ignore some events, products and services.