This is a guest post by Chris Torres, one of the three owners of Tourpreneur - the largest community for tour operators with over 15,000 members worldwide. With 30+ years of brand and marketing experience, Chris has spent 17 years running the Tourism Marketing Agency, specializing in helping tour operators optimize their listings and grow their businesses.
Ever wondered what it takes to create an irresistible, high-performing product listing on GetYourGuide?
Here’s a step-by-step guide to help you craft compelling listings that attract and convert customers. Let’s break it down.
Download the full guide here.
Step 1: Create an engaging tour title
Your title is prime real estate—it’s often the first thing customers notice. A great title should include the location, type of experience, duration, and a unique selling point (USP). For instance:
“New York: Private 2-Hour Walking Tour of Dumbo with Free Cocktail.”
Including the tour duration helps customers decide quickly if your tour fits their schedule. Some may only have a few hours to spare, while others are looking for an open-day activity. Highlighting the length allows them to assess whether your tour aligns with their plans at a glance.
This format also improves your search visibility. Including locations like “New York” aids SEO, and keeping your title within 60 characters ensures it aligns with SEO best practices.
Step 2: Use high-quality photos
Images sell experiences. Choose clear, high-resolution photos that showcase the highlights of your tour. Your images don’t need to be produced by a professional photographer, but they also shouldn’t be low-quality snapshots from customers. Aim for a balance—authentic and visually appealing.
Avoid overly edited or drone shots that might frustrate customers when they realize they can’t replicate those views. Focus on relatable imagery—think smiling participants, vibrant landscapes, and authentic moments.
Pro tip: 7 (better) - 10+ (ideal) photos can give customers a better understanding of your experience.
Step 3: Write a compelling short description
Your short description is the hook. It needs to grab attention in 2-3 sentences. Think of it as the back cover of a book. Use active language to inspire curiosity and highlight the most exciting aspects of your tour.
Example:
“Discover the world of graffiti and street art on a guided Brooklyn walking tour. See incredible murals and learn about NYC’s contemporary urban artists.”
Most customers won’t read the full description, so your short description should make them want to book right away. That said, the full description is still important for SEO and those seeking more details.
Step 4: Highlight unique selling points (USPs)
What makes your tour different? Use 3-5 bullet points to emphasize your USPs and set customer expectations. Start each point with an action verb to keep things dynamic and informative.
Example:
- Explore hidden Soho pubs frequented by music legends
- Benefit from the expertise of your local guide and discover hidden landmarks
- Visit the pubs where music legends such as John Lennon used to drink
- See the place where Jimi Hendrix delivered his final live performance
- Hear fascinating and wild stories of the bands who partied in the area
Step 5: Provide a detailed full description
Paint a vivid picture of your tour experience. This is your chance to tell a story, not just list a schedule. A well-crafted description can make all the difference for those who haven't booked yet.
And don’t just copy and paste the description from your website. Write something new and fresh to maximize search optimization (helping you rank higher in search results) and ensure it resonates with customers.
Pro Tip: GetYourGuide’s AI writer can even help you rework your copy—perfect for optimizing without starting from scratch.
Step 6: Clearly define inclusions and exclusions
Transparency is crucial. Customers need to know what’s included (e.g., entrance fees) and what’s not (e.g., meals).
I have heard many horror stories of operators being caught out because of not listing clear inclusions and exclusions. This not only damages your reputation, but can also backfire financially.
Simple, clear lists are your best friend here. Here is an example:
Includes:
- Transportation in modern air-conditioned bus
- Live Commentary
- Driver-Guide
Excludes:
- Food and Drink
- Entry in Attractions
- Restrooms on board
Step 7: Set a clear meeting point
Ensure your meeting instructions are foolproof. Include landmarks, specific directions, and even what your guide will be wearing.
I recall a customer who stood outside the listed location, wondering why she was alone. The listing said to meet at a bar but failed to specify “inside.” She realized the error 10 minutes later. One missing word can be the difference between a 5-star review and a frustrated 4-star one.
Pro Tip: Unclear meeting instructions are one of the top reasons for customers leaving low reviews. So ensure you make it clear from the start.
Step 8: Add relevant keywords
Keywords are essential for visibility on GetYourGuide’s platform. Use up to 15 pre-approved keywords to describe your tour’s theme (e.g., art, nature), audience (e.g., couples, families), and activity type (e.g., walking tour).
Be honest and avoid irrelevant keywords—Google can tell, and it’ll hurt your rankings.
Pro tip: If you feel a keyword is missing, you can request it. GetYourGuide may add it if they believe it benefits the platform.
Step 9: Include a visual itinerary
A visual map outlining your tour’s stops and schedule can increase bookings by up to 25%. Customers love seeing what to expect at a glance. Highlight stops, durations, and transportation details for maximum impact.
Step 10: Define product options and add-ons
GetYourGuide distinguishes between “options” (variations of the core activity) and “add-ons” (extras). Use this flexibility wisely. Limit options to 2-4 to avoid overwhelming customers.
Example:
Options:
- Private or group tours
- Duration variations (2-hour vs. 3-hour)
Add-ons:
- Snorkeling gear rental
- Upgraded meal choices
Bonus tips
- Availability: Offering more dates on the activity calendar enhances the likelihood that your activity meets a traveler’s search criteria and shows up in their results. This involves ensuring long-term availability (your activity should be bookable at least a year in advance) and last-minute availability (your activity should ideally be bookable as close to the start time as possible).
- Accessibility: Clearly indicate if your tour is wheelchair accessible or family-friendly.
- Dynamic pricing: Keep pricing and availability updated to reflect demand.
- Encourage reviews: Positive reviews build trust and boost bookings.
By following these steps, you’ll improve your GetYourGuide listings and create an experience that resonates with customers from the moment they discover your tour. Remember, optimizing your listings is an ongoing process, but the rewards are worth it.
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