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Structuring your tour or activity to increase online bookings

Part of your objective as a tour operator is to make sure that your potential customers understand exactly what you offer and can get all the information they need from your website.  Making it easy to understand what you sell will also help increase online bookings.  In order to achieve this objective you need to be able to clearly communicate your offering in a consistent and structured way. Many operators say that their products are simply too complex or complicated to describe on the web.  This may just be a lack of understanding of what you need to communicate to the customer.  When a customer visits your website, they need to know three simple things:

  1. What tours and activities do you offer?
  2. How much do your tours and activities cost?
  3. How can I purchase your tours and activities?

Your goal is to make sure the customer gets this basic information.  Should you choose to expand on the descriptions or add more photos, that’s completely up to you, but as a start, you need to be able to answer these three questions.

Now that you have a good idea of what questions you need to answer, organize your tour and activity information into the following basic structure:

  • Name of your tour or activity: This should be inspiring and yet descriptive.  For example “Half Day Culture Tour of Oxford” is much relevant then “Tour of Oxford”.
  • Location(s): Make a note of all the locations that are visited during this tour or activity. This should including the address or geo-tag for each location.
  • Short Description: This should be no more than 200 characters or about one long sentence describing the tour.
  • Long Description: This is the full description of the tour including highlights, locales, and the sights.  This description should be written in a manner relevant to your audience and in a style that is fit for the reading level of the customer.
  • Itinerary: This is a logical event or chronological break-down on the tour or activity.  If you offer multi-day tours for example, your itinerary should be broken down into days with highlights or significant events noted for each day.
  • Available Days/Unavailable Days: These are the departure dates or days of the week that the tour or activity is available.
  • Things to Bring: Items that the customer should bring with them on the tour or activity.
  • Pick Up/Drop Off Locations: This are the locations where travelers will be picked up and dropped off after the tour or activity.
  • Inclusions: List all the things that are included in the tour and activity.
  • Exclusions: Note all the things that the customer might think are included but are specifically NOT included in the tour.
  • Tour Specific Cancellation Policy: If you may have a standard cancellation policy for your business, then this policy would be specific to the tour itself.  Generally this is an optional item and is only really required if the cancellation policy for the tour or activity varies from your standard policy.
  • Tour Photo: This is a photo that represents the tour. It should be something distinctive that gives the customer a sense of what the tour is all about. For example, if the tour is in a horse and carriage, you might have a photo of the horse and carriage as opposed to a scene of the city or location.
  • Additional Photos: The more photos you have of your tour or activity the better.  Remember that your potential customers are looking for an experience, so the photos you provide will give the opportunity to imagine themselves experiencing your service.

At the end of the day, your goal should be to have a spreadsheet or a series of documents that are all structured the same way.  When it comes time to loading your information into Rezgo, you will be thankful you took the time to organize your data beforehand.

Written by

Stephen is the CEO and Co-Founder of Rezgo. He has been working as a travel & tourism technology consultant since 1995. Stephen is active in fostering tourism technology and is a Past Chair of the OpenTravel Alliance. He is also a regular contributor for Tnooz, a leading travel technology media site, and speaks regularly at conferences around the Globe on travel & tourism technology, messaging standards, and industry trends.

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