Are you not able to sell your tour packages despite having the best stops and ideal route?
A poor tour description might be a reason.
Writing a perfect tour description is a lot of work. Looking just at your tour description (without even reading it), a visitor decides whether to stay on your website or bounce back to explore other options. So, while describing your tour, you must find a way to be engaging and persuasive.
But that is still not enough. Your tour description must be loved by Google too!
So, how do we do that?
Don’t you worry! This article is specially crafted to solve your tour description nightmare. We have come up with the best techniques and a step-by-step guide along with examples to help you with a tour description that sells like never before.
With the help of this guide, you will be able to attract unique visitors to your site and effortlessly turn them into customers.
Let’s dive right into it.
What is a Tour Description?
A tour description is a piece of copy that summarizes the entire tour, highlighting the benefits and encouraging the visitors to book the trip.
As the name suggests, a tour description provides all the necessary details of your tour. But it’s not just “details.” It is also a marketing tool to help you convert visitors into customers.
How Important is it to Write a Persuasive Tour Description for Your Tour Packages?
When someone goes to the internet in search of a tour package, Google shows them a list of tours that matches the search intent. Certainly, you’re not the only one organizing the exact same trip. But your tour provides a unique experience that sets you apart from the rest.
But how does the searcher know that? Through your tour description.
Considering the short attention span of internet users, they scan through the lists and settle down the most compelling ones. They will only book your trip if they find your tour description promising enough to spend their holiday. That is why a compelling tour description is a must in order to ensure maximum sales.
Techniques to Follow While Writing Tour Description
Before getting down to writing, you must consider a few techniques that help you create a copy that is loved by the visitors and by Google.
1. Write for the Audience
Remember, you’re writing for the potential customer and not for yourself. They are here with the sole purpose of finding a great tour for themselves. Address that! Find out your target audience. Think out what they are looking for in a tour package and meld your offerings according to their requirements.
For example, if you are writing a tour description for a bungee jumping trip, it should be directed towards an adrenaline junkie who speaks a language of adventure.
Use of audience-centric pronouns like “you” and “your” instead of “we” and “our” makes the audience feel valued. It also makes your tour description more conversational and helps to build a personal connection with your potential customers.
2. Set a Tone and Stick to it
Choose a particular tone of voice and maintain it throughout your tour description. The voice tone may vary according to your brand personality and the kind of tour package you’re trying to sell.
For example, relatively larger tour companies tend to adopt a professional tone. Whereas, a smaller company that operates locally may use a casual tone in the attempt of building a personal connection with their customers.
As mentioned in the previous example, the tone of your writing might as well depend upon the audience you’re targeting.
3. Treat it as a Sales Copy
Make your tour description persuasive. We know you want to be as descriptive as possible to let the visitors know what your amazing tour package offers. But while piling up your tour description with unique features, don’t forget you are convincing someone to buy the tickets to the tour you’re organizing.
Instead of focusing on the unique features, focus on the benefits they serve to the customers. Sell while describing.
For example, if you allow pets on the trip, don’t write, “This is a pet-friendly trip.” Instead, write, “Bring along your pets because they deserve a vacation too.” While doing so, you’re offering them an emotional value and not just an attractive selling point. After reading that, it’s less likely they won’t book your trip.
4. Write Tour Descriptions That Google Loves
Making your tour description SEO-friendly (Search Engine Optimization) is extremely important. Suppose you wrote an exceptional tour description that everybody would love, but it never reached your target audience. It is of no use.
Incorporating relatable keywords helps Google scan your description and show it to those searching for those specific keywords.
You honestly don’t have to be an SEO expert in using keywords effectively. Use a seed keyword that defines your tour on your title and repeat those keywords a few times in the description. Make sure not to over-concentrate your description with keywords. It impacts your reach negatively.
Here are a few free SEO tools that might come in handy while writing a tour description:
- Google Keyword Planner
- Google Trends
5. Make it Skimmable
Research conducted by Microsoft says that the average human attention span has drastically reduced from 12 seconds to just 8 seconds between 2000 and 2013. While your visitors are surfing through your website, they might be doing a bunch of other tasks or scrolling through other similar websites.
So, it’s important for you to make your tour description skimmable.
- Structure your tour description prior to writing
- Break it down into smaller sections
- Use Bullet points to highlight the unique selling points
- Write in smaller paragraphs.
You can take inspiration from the below pattern to design the flow for your tour description.
Introduction > Additional Details > Photos/Videos > Showcase Your Expertise > Testimonials > FAQs > CTA Button
Now that you’ve figured everything about writing a conversion-focused tour description, let’s move on to the actual part, the writing.
How To Write an Impactful Tour Description? Step-to-Step Guide with Examples
1. Great Title
Oftentimes while concentrating too much on creating an exceptional tour description, we tend to neglect the importance of a great title. It is your title that a visitor sees before even clicking on your tour package. So make sure that your title explains your tour precisely within a few words.
Come up with a title that is short, specific and keyword-heavy. There’s no place for abstract and generic titles anymore.
For example, instead of writing “Ghorepani Poon Hill Trek,” write “7 Days Moderate Trek To Ghorepani Poon Hill”. It includes the keywords “Ghorepani Poon Hill” and “Trek” and is specific about the trek’s time duration and difficulty level.
2. Start with a Hook
This is your time to show off your copywriting skills. Layout your first sentence in a way that grabs visitors’ attention and makes them wanna read more.
While reading the first few sentences, the visitor already starts making their decision if they seriously consider taking this trip or bounce back. So, shoot your best shot.
Emotions trigger humans. So, put an emotional value into it while giving them the gist of what they can expect during the trip.
Another effective way to do that is by turning recent reviews into a hook. But, while doing so, don’t take the most common ones like “very good trip” or “enjoyed so much.”
Look at the ones that are a little more descriptive and also reflect your overall trip experience. In this way, you’re not just telling the prospective customer what value you serve, but you’re sharing the experience of a customer, which seems more relatable and trustworthy.
For example, the recent trend of reviews on your wine-tasting trip is somewhere around the lines, “still remember the taste of that Italian wine on my tongue after a month” or “tastiest wine I have ever tasted.” You can use those reviews in your opening line as “Just like our visitors before you; you are going home with the taste of the tastiest Italian wine that is gonna stick on your taste buds for months.”
3. Tell a Story
Don’t just explain what your trip is about. You’re not only trying to sell a product. Rather it’s your customers who are buying an experience from you.
Create a scene. They might have already had an imagination about the destination. Bring that imagination into life with your words. But keep it short. Use sensory words and vivid imagery. While reading your description, make them feel they are already traveling with you.
For example, for a city tour of Mumbai, don’t write, “Our Mumbai city tour takes you to Gateway of India, Taj Hotel, Marine Drive, Antillia, Worli Sealink, Bandra Fort, Mannat, and Juhu Beach. Eat Local Cuisine at best spots.”
Instead, you can write, “Explore the beautiful coastal city of Mumbai, hopping around all the tourist attractions with experienced and friendly guides. We will pick you up from Chhatrapati Shivaji Terminal and drive to the historical monument, Gateway of India. Alongside, witness the grand five-star hotel “Taj Hotel” that has survived a terrorist attack in 2008. Then you pass through Marine Lanes viewing Antilia, the most expensive house in the world. The next stop is Bandra, where you Bollywood fans get to see where Shahrukh khan lives, but reaching there is even more exciting as we drive you through the iconic Worli Sea Link, a 5.6 km long bridge suspended in the sea. Finally, it’s time to enjoy some vada pav while enjoying the lavish sunset at Juhu beach.”
Note: Use present tense to trick the readers into thinking it is actually happening.
4. Bulleted List of Additional Details
After you have impressed the visitors with a clear picture of the trip, move into details. Be specific and direct. Put down all the necessary details. Preferably, list them in bullet points.
Break down the additional details into subheadings like:
- Highlights of the Trip
- Extra Services
- Inclusions (Meals, Transportation)
- Exclusions (Alcoholic Beverages, Souvenirs, Personal Expenses)
- What to Pack/Carry (Gears and Safety Tools for Adventure Activities or Identity Proof)
- How to Reach the Pickup Location
- Cancellation Policy
5. Trip Facts/Overview
Don’t miss out on minute details. While planning a huge trip, we might not feel the necessity of listing down small things. But these tiny little details answer a lot of the traveler’s doubts.
You can put out a bunch of straightforward facts of your tour in a noticeable way so that the visitor would easily get an overview of the trip.
Trip Facts might include the following details:
- Way of Transport
- Group Size
- Maximum Altitude
- Fitness Level
- Departure From
- Best Season to Travel
- Guiding Method
- Tour Type
6. Show, Don’t Tell
It’s Showtime! After you have provided the overview, unique features, selling points, and all the necessary details, it is the right time to bring their imagination into reality.
Create a gallery of the best of the best photos of the tour and display them in the most appealing way.
Remember, it’s not a photography competition. It is alright to exhibit a few high-quality DSLR photos of just the destination. But prioritize capturing the moments. Take pictures and videos of travelers indulging in the activities, capture the beautiful smiles, the laughter, the joy.
It would be a cherry on top if you could collect pictures or videos from the travelers themselves and display them. It would add that raw and fresh feel to your tour description.
Your potential customers would find it more relatable and trustworthy if they saw the previous visitors actually enjoying the tour instead of listening to you describing your tour and telling them how to feel.
7. FAQs (Frequently Asked Questions)
No matter how deliberate and self-explanatory your tour description might be, there are always some questions running in the visitors’ minds. Make their job easier by answering them even before they question you.
Make a list of previously asked questions about the tour and write down a short and sweet answer to those questions.
This way, you can save a lot of time for your potential customers and yourself.
8. Huge Visible CTA for Booking Reservation
Your job is still not done yet. The purpose of creating an epic tour description is to convert the visitors into customers. After going through the whole description, there is still a chance that the visitor would bounce back if they do not find a clear CTA (Call-To-Action) button for booking the tour.
So make sure to add an appealing, clearly visible CTA button asking them to book the trip. You can also use schemes like ‘an early bird discount’ for booking the trip a month/week prior.
Note: In addition to tour description, it is also beneficial to provide an itinerary to your visitors so that they can be prepared for everything before booking the trip. Itineraries are helpful, mostly for longer tours. You do not necessarily have to explain every single detail of the events. Just give them the outline of day-to-day activities.
DON’Ts While Writing a Tour Description
1. Don’t Boast
The visitors are not here to know how many awards you own or what inspired you to conduct this tour. This might sound brutal, but they don’t care about you. They are here to see what is in it for them. So, shift the focus from yourself to the visitors and show them what you can do for them.
2. Avoid Using “Cliche” Adjectives
The overly-used adjectives like hidden-gem, mouth-watering food, crystal-clear river, snow-capped mountain, etc., are too generic and can be seen in every other tour description.
With excessive and irrelevant use, these adjectives have lost their meaning. It might be inevitable sometimes, but try to stay away from them as much as possible. You can, instead, use sensory words and verbs as they have a stronger impact.
3. Don’t Expose Trade Secrets
We know you want to give as many details as possible to impress your potential customers. But while doing so, don’t overshare. Some of the visitors go online to find the local spots or cafes to go by themselves. So, don’t give away your trade secrets for free. A few things are best kept as secret. Instead of being specific, use words like “the most popular winery in town,” “a century-old food joint,” etc.
4. Don’t Provide Unrealistic Expectations
It is normal to get carried away sometimes. We tend to write things that are too good to be true when we are trying to sell. It actually has more negative impact than positive.
First, the readers might find it hard to believe and bounce back. Second, even if they fall into the trap and come on board, they would be really disappointed and leave bad reviews on your booking site.
It is found that nearly 9 out of 10 consumers read reviews before making a purchase. So, those bad reviews affect your future sales.
5. Grammatical Errors
This might sound obvious, but oftentimes we come across minor grammatical errors or misspelled words. Seeing such basic mistakes, the visitor might question your authenticity. So, proofread before publishing any changes. There are a few tools available in the market, like Grammarly, that can help you with it.
Sample Tour Description
Now let’s bind all the above steps together and create a tour description that sells.
Ghorepani Poon Hill Trek (Moderate) – 7 days
Give your wanderlust soul a little break from routined cubicle life, and come with us to experience a firsthand Himalayan life. With a maximum elevation of 3210m, Ghorepani Poon Hill Trek is a perfect blend to give you that adrenaline rush without being too harsh on your knees.
Our former travelers say that the orange rays of light reflecting back from the Annapurna Range right onto their face during the sunrise at Poon Hill is the sight they rejoice for a lifetime.
Beginning the trip from the cultural hub of Kathmandu, we move forward on a scenic road trip to the tourism heaven of Nepal, Pokhara. The next morning, we drive you to Nayapul, from where the actual adventure begins. The steady burble of running water as you hike takes all your worries away. Passing by vibrant villages, hanging bridges, and pristine waterfalls, staying overnight at the warmest homes, crossing forests full of Rhododendron, you will finally reach Ghorepani.
The next morning is the highlight of the trip as you wake up early in the morning, hike up to Poon Hill to view the panoramic sunrise casting its magic all over the Annapurna Range. Wait, it’s not over yet. The way back is even more exciting as you would descend on a different route through a luscious forest with a view of the mountains all along. A beautiful Gurung village, Ghandruk marks the endpoint of the trek, and you will get to soak in the rich culture of locals as you bid bye to the Himalayas.
What to Carry
- Warm woolen clothes
- Reusable water bottle as we don’t consume single-use plastic bottles
- Trekking shoes, backpack
- Trekking stick (optional)
- Protein bars/snacks (optional)
- Domestic transfers (bus + flight)
- Accommodation (three-star hotel + homestay during the trek)
- Three standard meals per day (breakfast + lunch + dinner)
- Licensed English speaking guides
- First aid kit
What’s Not Included
- International transfers
- Alcoholic beverage
- Personal expenses
- Porter (if required)
- Group Size – Max 20
- Maximum Altitude – 3210 m
- Transportation – Tourist Bus + Flight
- Accommodation – Hotel + Homestay
- Fitness Level – Anyone with Sound Health
- Best Season to Travel – Spring
- Tour Type – Adventure
- Language – English + Nepali
Day 1 – Departure from Kathmandu. Road trip to Pokhara (6-7 hours). Overnight stay.
Day 2 – Drive to Nayapul (2 hours). Hike to Ulleri (4-5 hours).
Day 3 – Hike to Ghorepani (5-6 hours).
Day 4 – Sunrise trek to Poon Hill – 3210m (1-1.5 hours). Hike to Tadapani (5-6 hours).
Day 5 – Downhill hike to Ghandruk (3-4 hours). Overnight stay at Gurung Homestay.
Day 6 – Drive back to Pokhara (4-5 hours). Enjoy the evening on the lakeside.
Day 7 – Drive/Fly back to Kathmandu.
FAQs (Frequently Asked Questions)
- Is it necessary to acclimatize during this trek?
- How to prevent Altitude Sickness?
- Do the guides speak English?
- How safe is the drinking water on the Ghorepani Poon Hill trek?
- Is this trek children-friendly?
Next time you write a tour description for your trip, keep these things in mind and implement them in your writing to send your message across. The changes might look small on the website, but they are gonna bring a drastic positive change to your business.
We have said it before, and we are gonna say it again. Your tour description is not just a description of your tour; it is a sales copy. Failing to write an imposing copy loses a prospective customer.
So, take your time, follow the above steps, Dos and Don’ts, and win your visitor’s heart.
If you have any confusion, question, or inquiry regarding this specific topic or if you want to add a few more tips to write an even better tour description, feel free to drop them in the comment section below.
Also, check out this article, How to Write a Travel Itinerary For Your Website.