How to write a tour itinerary & get more bookings

If your website is getting clicks but not getting conversions, then it might be a good idea to revamp your package information. Let’s say a person looking for a sailing trip ends up on your website but finds the page information not clear or enticing enough, that person will likely close the window and look elsewhere. If you’re a boat or yacht charter operator, your tour description must provide potential customers with vital details that will compel them to click the Book Now button on your page. Here are some tips on how to write an engaging description that sells.

Focus on your target customer


First of all, identify your target customers so that you can choose the ideal marketplace for your audience. This way you can create tour descriptions that are best aligned to your target clients’ preferences. Are your customers 1%ers who want lavish tours or are they in the middle-income bracket? Is your target demographic predominantly female? These are just some of the questions you need to ask yourself when identifying your target market.

Think of a catchy title

Avoid generic and commonly used titles and go for short but catchy package names to set you apart from your competitors. For example, you can use words like exclusive island tour, taste delectable exotic cuisine, enjoy priority access, and so on. Try to balance using catchy adjectives and sounding genuine.

Be clear about your offer

When a potential customer visits your website and browses through your trip packages, they may have certain questions in mind. The visitor might want to know about the sites that you visit, activities included in the tour, duration of the trip, price, and other details. Without a proper tour description, the person would likely move on and cause you to lose a potential booking.


Well-written tour descriptions can help you avoid this kind of scenario and boost conversion rates. The goal of your trip information is only to please your target audience but also Google.
You can do so by creating original content that answers general questions such as:

  • What is the tour about? Explain what the tour is and highlight its unique selling points. Your target customers should be able to see the benefits of your services and relate to what you’re offering. Provide information about the things and activities included in the trip as well as optional add-ons that they can choose to enhance their travel experience.
  • Who is it for? Mention if the package is ideal for small or big groups. You can indicate if it is recommended for couples or families and if it’s kid-friendly.
  • Where does it take place? Provide an overview or list of sites that you will visit and things that they can see like beaches, wildlife, towns, and other attractions.
  • When is the tour? Specify the best time to schedule the trip and the duration.

Another thing to remember is to avoid using the same description for all your trip packages to prevent being penalized by Google for duplicate content.

Use a tone that you think best fits your target audience – it can be witty, serious, or a bit of both but whatever you choose, make sure it is consistent on every tour page. Don’t forget to proofread your content – check your grammar and watch out for spelling errors. Keep in mind that grammar and spelling blunders can undermine your credibility with your readers.

Include captivating photos

They say that a picture is worth a thousand words and this holds true in this digital age when images make a big impression on website visitors. A person looking for a holiday adventure would like to see photos that show the beauty of the location and exciting activities that you can do. Nobody wants to see bland and dull pictures that create an impression of a boring vacation. To capture the interest of a website user, your featured images should be unique, eye-catching, and give travelers an idea of what they can look forward to.

isla mujeres

Select high-quality photos that best showcase your tour to make visitors want to click and learn more about your package. Adding a slider can provide stunning imagery and act like a tour package teaser which can create curiosity and direct the attention of your target audience.

It’s also advisable to change your photos from time-to-time to find out if engagement increases or decreases so you can determine the most effective images. You can also include video clips of destinations and activities that you offer as long as they don’t slow down your website.

Add customer reviews and testimonials


Majority of modern-day travelers check out charter reviews before booking a trip that’s why you can benefit by including customer insights. We all want to get the most from our hard-earned money, right? So it’s only natural for people to want to find out whether a product (in this case, a tour) is worth the money. They do it by reading reviews as they generally give people an idea about the quality of the service/product.

Put Book Now buttons

Make sure to put a button or a link at the end of each itinerary where the reader can make a reservation whether it’s via your contact page or a page where your booking engine is embedded. Travelers these days have a short attention span so every second count and if you give them a hard time figuring out how to make a booking, they are more than likely to leave your website. With this in mind, the button should also stand out from the page to make it easier for people to see it.

A detailed itinerary will undoubtedly capture the attention of your website visitor and keep them glued on your tour page. You’ll have more time to convince them to book with you; thereby converting a mere website visitor into a paying customer. If you’re tired of manually scheduling tours on your calendar, you might want to integrate a booking software, like CaptainPanel, into your website. Booking systems can even automate the whole reservation process for you, starting from data capture all the way to payment and confirmation. Schedule a demo today to see all the features of our booking solution.

Leave a Comment

Your email address will not be published. Required fields are marked *