OTA platforms do their best to inform us about their typical customer, however, are we listening? Are you accounting for those differences? Let's dive in!
Selling platforms do their best to inform us about their typical customer; however, are we listening? Naturally, there are nuances between TripAdvisor's customer and GetYourGuide's, so are you accounting for those differences in your listing on each site? We want to discuss the different ways of writing a great tour description for each platform.
Adapting content for listings/distribution
In this article, we will offer a sample listing based on the platform we are writing for… but before we can do that, let's set a baseline. Below is a standard description that we see on our company's website.
Discover the nation's capital with a walking tour of the best spots to discover the rich history of Washington DC and the National Mall. Our tour will begin at the Washington Monument in the centre of the Mall, continue on foot to the World War II Memorial, the Vietnam Memorial (The Wall), the imposing Lincoln Memorial and finish at the ominous Korean War Memorial. Along the way, you'll hear stories about the development of each memorial, the characters that built them, and the impressive facts and figures of each. We will also discover some lesser-known places along the way, like Constitution Signers Pond and the John Paul Jones Memorial. So join us as we discover the highlights of the National Mall!
Tour description example for Tripadvisor/Viator
TripAdvisor and Viator are designed to work with their massive audiences. Hitting over 1 billion reviews on the site in 2021, they are clearly working with a very large number of consumers, the majority of whom are located in North America. Keeping this in mind, our tour description should include general language that is clear and concise; no need to embellish it here.
If you visit the top attractions in your area on your tour, list those first with bullet points. Tripadvisor consumers are likely looking to tick off the most memorable sites, and these could be a huge selling point for someone looking for a one-stop-shop of the highlights of your area.
Keep things to the point and set expectations. Tripadvisor customers are sorting through hundreds if not thousands of listings, so keeping our descriptions concise will help consumers realize the value in your experience and see through the noise of other listings.
Our listing for TripAdvisor might look like this:
Discover the nation's capital with a walking tour of the best spots to discover the rich history of Washington DC and the National Mall. Our tour stops at:
- Washington Monument
- World War II Memorial
- Vietnam Memorial (The Wall)
- Lincoln Memorial
- Korean War Memorial
Hear stories about the development of each memorial, the characters that built them, and the impressive facts and figures of each. Our guides are highly trained and can answer just about any question you have while on tour. We work hard to be the best walking tour on the National Mall! So join us as we discover the highlights of the National Mall!
How to write tour descriptions for GetYourGuide
GetYourGuide, based in Berlin, is known to cater to primarily European travellers. Additionally, their customers tend to be more affluent and have a higher budget for their travel. So when writing your listing here, be sure to focus on upselling any additional features or extras that are available as part of your experience. You'll also want to make sure that you are using language that reflects this type of traveller; write with eloquence and more vivid language to help sell your listing.
Our listing for GetYourGuide might look like this:
Discover the nation's capital with a walking tour of the best spots to discover the rich history of Washington DC and the National Mall. Our tour will commence in the shadows of the Washington Monument. Next, we will continue on foot to the World War II Memorial to take in the grandeur of the Malls newest monument, the Vietnam Memorial (The Wall) provides our next stop; the imposing Lincoln Memorial is our penultimate stop and finish; we conclude at the ominous Korean War Memorial. Looking to enhance your experience? We offer an option to add on a Washington Monument ride prior to the start of the tour. Or, conversely, to extend your time with us to include the Tidal Basin with its three memorials; Martin Luther King, Jr, Franklin Delano Roosevelt, and the Jefferson Memorial. Join us as we discover the highlights of the National Mall!
Tour description example for Expedia
We know that Expedia is primarily a flight and accommodation booking platform; however, they have been attempting to branch out into the experiences and attractions space for some time. When writing your listing for Expedia, you'll need to account for this "one-stop-shopper"; someone looking to take care of their entire holiday through one platform rather than shop across platforms. Make sure that your listing highlights how simple it is to join your tour and your central meeting point.
Our listing for Expedia might look like this:
Discover the nation's capital with the simplest walking tour of the best spots to learn the history of Washington DC and the National Mall. Our tour will begin at the centrally located and easy to find Washington Monument in the centre of the Mall, continue on foot to the World War II Memorial, the Vietnam Memorial (The Wall), the imposing Lincoln Memorial and finish at the ominous Korean War Memorial. Along the way, you'll hear stories about the development of each memorial, the characters that built them, and the impressive facts and figures of each. There is no better, or more convenient way to discover the National Mall with your family. So join us as we discover the highlights of the National Mall!
How to write a tour description for Musement
With a slogan like "Local Wherever You Go," you already know when we are going to say. Keep it local! This listing showcases all of the off-the-beaten paths spots that you stop at and the exclusive or "locals-only" access that you can offer to your guests. Nothing will excite this audience more than knowing that they are getting a one-of-a-kind experience that others won't be able to get easily.
Our listing for Musement might look like this:
Discover the nation's capital with a walking tour of the best spots to discover the rich history of Washington DC and the National Mall. While our tour covers all of the hotspots that you'll want to see, such as the Washington Monument, the World War II Memorial, the Vietnam Memorial (The Wall), the Lincoln Memorial, and finish at the Korean War Memorial, we also get off the beaten path for a more unique perspective on the National Mall. Ever heard of Constitution Signers Pond? Not many have, but we make a point to take in the serene landscape neatly tucked behind an embankment. We will also be sure to check out the John Paul Jones Memorial, dedicated to the Father of the American Navy and the four horses of The Arts of War and The Arts of Peace. Along the way, you'll hear stories about the development of each memorial, the characters that built them, and the impressive facts and figures of each. So join us as we discover the highlights of the National Mall!
Finding the subject area for a tour can be a challenge! If you'd like to learn about Brainstorming Tour Content, check out our article in this series. It'll walk you through the best places to start your research and what to consider, and you tour subject area. Let's pull out our Venn diagrams and figure it out.
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