While creating your listing, you will need to make the detailed product description a top priority. This is your opportunity to transform the opinion of the agent and the traveler, and open up consumers’ imaginations to the possibility of experiencing your tours and activities. You have one chance to get the product description right, so you will want to put your best foot forward and make sure that it contains relevant information while still being interesting, exciting and inviting.
A perfectly executed detailed product description will allow you to connect with agents and expand your distribution network. Agents are only going to want to book their customers on tours and activities that offer premium experiences, so you need to prove that you are a committed tour company through your detailed description.
Industry Best Practices for Writing a Detailed Product Description
- Identify a persona for the description. Consider who your target audience is for your tours. Perhaps your extreme adventure company appeals to Millennials who want to make the most out of their travel experiences. Write a description geared toward a 27-year-old single man who is taking a solo adventure to your destination. Gearing your description toward your desired audience will help you connect better with potential travelers.
- Use a consistent tone for the entire description. It doesn’t matter whether you want it to be fun and lighthearted, or business professional, what is most important is selecting a tone and keeping it consistent throughout the entire description. This enhances your brand identity and provides insight into the type of tour that people will enjoy.
- Offer vivid detail while still making the description easy to scan and read. Every word in your tour description needs to count. Use powerful words, and try to write in active voice as much as possible. Be descriptive without becoming long-winded. You want to give people a glimpse into the experience, without boring them with inane details that aren’t necessary.
- Use the description to offer insight into the benefits of taking that particular tour. Your description provides you with an opportunity to sell your tour — but you should be careful to avoid sales language. Instead, focus on being persuasive and identify the various benefits that people will receive by booking through you. Outline the attractions that are included on the tour. Add in any extras that are available, such as photography services or snacks and drinks.
- Optimize the description in a natural and effective way. Keywords that agents might be searching for when looking for appropriate tours can be incorporated into your tour description. Popular types of travel keywords include “activities in Sydney” or “Paris city tours.” Use these in your tour descriptions in order to get the attention of your target audience. However, it’s best to use them sparingly and as naturally as possible. You don’t want it to sound weird or look like you are simply using your tour description as a tool for improving your ranks on the search engine results page.