Updated May 2024 – In today’s digital era, surfing the web for simple information such as travel itinerary recommendations can get a little overwhelming. A quick Google search of “things to do in Sydney” or “things to do in New York”, for example, will yield thousands of results, which can quickly become clutter.

When running a tour company, your goal is to attract potential customers to your website and subsequently convert them into paying guests who attend your experience. Typing up the perfect description of tours and travels your business offers, will help in helping customers during their decision-making process.

In this article, we’ve outlined nine key tips to remember when writing a tour description. By following these tips, you’ll be able to convey your message even more clearly and convince customers to book through you.

9 tips for writing the perfect description for tours and travels

1. Find your Unique Selling Point (USP)

Competition is only natural in the experience industry. With numerous other businesses providing similar tours and activities, it’s sometimes hard to stand out from your competitors. On the other hand, having so many similar options available at once may be overwhelming for many customers. Most of the time, customers want to quickly understand what makes one service different from the others. Defining a clear differentiation allows them to make swift and efficient bookings.

You can help your customers by promoting your business’s unique selling point.

Unique selling point (USP) is a term used in marketing that indicates the specialities your business offers that make you stand out from your competition. By having a unique selling proposition, you’re able to leverage your business by giving customers an experience they won’t be able to find elsewhere.

Your USP should showcase your strengths and advantages effectively; however, your USP should be uniquely valuable for your customers. Simply being “unique” won’t add that valuable element your customers seek. You have to differentiate around some aspect your target audience cares about, or else your messaging won’t be nearly as effective.

A compelling USP is:

  • Flaunted with evidence: Simply stating that your tours are “heaps of fun” may work for a few people, but proving and showing evidence that your activities are heaps more fun than your competitors will most likely capture bookings. You can achieve this by showcasing testimonials, adding quality photos and videos, and writing tour descriptions that tell readers that your tours and travel company offer the best tours.
  • Customer-focused: Promoting your USP won’t be effective if it doesn’t align with your customer’s value. Try to perform surveys and research your target audience to find out what their values are. Whether that be price-focused, social issues, or flexibility, finding out what your customers value, will help you find your USP.
  • Featured in the fine print: While taglines may be one way to communicate your USP, it should also be reflected in all areas of our business. Showcase it within your policies, your “About Us” page, your FAQs page, job descriptions, and more.

2. Find a persona for your tour description

Targeting a specific persona before you begin writing is a great way to solidify your brand. For example, if you are a company that provides kayak tours to experienced adventurers, then develop a persona that addresses your target audience effectively.

You need to think about who will most likely book your tour business, think about your ideal customers, and break up the details of your tour description for a persona that identifies with that audience. Are you aiming for your persona to embody a knowledgeable travel consultant, an adventurous travel buddy, or perhaps an expert in creating unforgettable experiences? Identifying the ideal persona can greatly enhance your ability to craft compelling tour descriptions and effectively showcase your business.

3. Make your descriptions easy-to-read

When writing the description of your travel experiences, you’ll need to ensure that it’s descriptive, yet easy to read. Try and avoid long, wordy sentences. Instead, make every word count, and choose powerful action verbs to describe the experience. By doing so, you’ll be able to provide your website visitors with a glimpse into the tours and activities you offer in a digestible format.

Once, you’ve crafted a clear snapshot of your services, you can also summarize them in bullet points. This will further iterate the description above, and will also cater to those looking for a quick read.

Here’s an example:

The Sydney Harbour Tour Package

Experience the tranquil waters of Sydney Harbour on an unforgettable kayak journey led by our expert tour guides. Our knowledgeable guides prioritize your safety while enriching your adventure with fascinating insights into the area’s ecology and history.

Whether you’re a seasoned paddler or a beginner, our kayak experience caters to all skill levels. Feel the thrill of spotting native wildlife in their natural habitat as you navigate the calm waters. Pause at picturesque spots along the way to indulge in a selection of delectable snacks and refreshing beverages, providing a moment of relaxation amidst the stunning surroundings.

Don’t miss the opportunity to create lasting memories as you soak in the beauty of Sydney’s natural landscape from a unique perspective. Book your kayak expedition today and embark on an unforgettable journey into the heart of nature.

In a snapshot:

  • Glide through the serene waters of Sydney Harbour.
  • Expert guides ensure safety and provide insightful commentary.
  • Suitable for all skill levels.
  • Spot native wildlife and enjoy scenic breaks.
  • Savour snacks and beverages amidst nature’s beauty.

By clearly outlining the travel plans in an easy-to-read format, you’ll enhance the overall website user experience.

 4. Tone of Voice

Discover your tone of voice when writing description for tours and travels

Choose a tone of voice, and remain consistent throughout your website. Some tour operators want to maintain a corporate presence and therefore should adopt a professional tone of voice. A smaller, local business might be more interested in connecting with its customers on a personal level. They may choose to use description styles with a tone of voice that is lighthearted with a dash of humour. Either way, a consistent tone of voice is key to telling your story.

5. Be persuasive, yet straight to the point

Be sure to outline the benefits of booking with your activity experience. If your business focuses on winery tours in the local wine-growing region, then be sure to explain what each unique offering is about. Avoid vague descriptions such as “Our day-long wine tour takes you to several wineries in the area.” Instead, provide additional details and throw in the benefits of booking this tour: “Our 8-hour wine tour takes you to 5 different local wineries, where you will sample delectable wines and snack on delicious cheese.”

6. Don’t share too many right away

Being bombarded by the endless options of tours and activities your business offers may be overwhelming for many customers. Not only that, it distracts your customers from the experiences they’re really after and, as a result, may lead them not to follow through with the booking.

Likewise, strategically designing your website so that customers aren’t bombarded with options would be the best move. An effective method is to segregate the different tours and activities into categories. For example, if you’re a water sports operator that offers an array of different water activities for singles, couples, groups, and families, it’s best to select the top 4 to 6 activities for each audience and expand on them. By categorising your activities, people will find it easier to navigate through your website and will be able to read a detailed description of each activity. Don’t forget to add photos and videos to complement the description.

sustainable tour operator

7. Optimise your content

Optimise your content with relevant keywords, but do so in a natural way. Keywords might include the activity you offer, the name of your city, and any phrases your customers might use while searching for activities. If you can place your keywords naturally in the copy, not only will it capture your highlights, but it will also quickly optimise your site for search engines. You can also add keywords to subheadings and image file names to include additional keywords for SEO.

For more tips and tricks on how to optimise your website and content, check out our complete SEO guide for tour and activity operators.

8. Add photos and visuals to complement your tour description

It’s no secret that photos and visuals are an effective way to draw people’s attention. People love to view photos of tours they’re about to experience, as it helps them visualise the tours and activities. Featuring high-quality photos and videos in your description of tours and travel will help people visualise and envision the description they’ve just read.

9. Check your grammar and spelling

Clear grammar and spelling not only help people read and understand your descriptions easier, but they also add an element of professionalism to your brand. Poor grammar and spelling on your website may come across as unprofessional and sloppy. As a result, it may decrease your brand’s value in your customers’ eyes. This could lead to a loss of potential bookings. Having clear grammar and spelling allows people to put their trust in your business. It shows that you pay attention to detail, especially when your tours and activities require a high level of safety.

When writing your description for tours and travels, it’s recommended that you type it out with the help of an online grammar checker. Apps like Grammarly are a great tool to help you stay on top of your grammar and spelling.

Managing your tour descriptions with Rezdy

At Rezdy, we recognize the importance of keeping your tour descriptions fresh and captivating. Thankfully, managing and updating your tour descriptions is a seamless process with our user-friendly dashboard.

Explore our step-by-step tutorial to learn how effortlessly you can refine your tour descriptions:

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Conclusion

Once you have mastered the art of writing a compelling tour description, you’ll see that you’ll have fewer inquiries. Clear descriptions reduce the chances of your customers asking for more details about a particular tour or activity. Ultimately, capturing more bookings.

Once you start capturing more bookings, the best thing you can do is invest in an online booking software. Software like Rezdy is specifically built for tour operators like you. It helps you streamline your operations and manage bookings by showcasing real-time availability, automatically updating manifests, and allowing customers to make secure payments. At the same time, Rezdy also offers a one-click website builder that makes it easier for tour operators to edit and update their photos and descriptions.

Curious to see whether Rezdy is right for you? Start a FREE 21-day trial or book a free demo today.

If you enjoyed this article, then make sure to follow the Rezdy blog. There are a lot of marketing tools and tour operator tips designed with businesses like yours in mind.

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