So far, we’ve covered how to take demographic differences into consideration generally. Now, let’s take a look at some best practices for tailoring your tour descriptions to specific OTAs.
Audience demographics and style vary between sites, so you’ll want to change your tour descriptions accordingly.
In this post, we’ll spell out those differences and give you some examples of how to get the tone right for a few of the most popular OTAs.
Original tour: City Walking Tour of Barcelona
Explore Barcelona on foot, visiting its famous landmarks like Sagrada Família, Park Güell, and La Rambla. Our expert guide will share the history, culture, and hidden gems of this vibrant city.
This is a generic example. Let’s take a look what you might change about the description to make it fit the audience and tone of popular OTAs
1. Viator (& TripAdvisor)
Style:
Viator appeals to a wide, international crowd. Your description needs to be clear and simple, with bullet points that highlight the main attractions. It should give visitors a clear sense of what they’ll see and do, making sure they feel like they’re getting good value.
Social proof is important on TripAdvisor, with some users checking reviews before they do anything. Be sure to include testimonials, reviews, awards, and other social proof in your description.
Audience:
Viator’s typical user is a first-time visitor, eager to see the big landmarks.
They want to make sure not to miss anything important, and they look for tours with good reviews and detailed descriptions.
Example description:
Discover Barcelona’s top landmarks in just a few hours! Join us for a guided walking tour of the city’s highlights, including:
- The stunning Sagrada Família
- Gaudí’s iconic Park Güell
- Stroll along the famous La Rambla
Perfect for first-time visitors or those short on time, this tour ensures you see the must-visit spots of Barcelona.
Rated a TripAdvisor Top 10 Barcelona Tour
2. Booking.com
Style:
Booking.com is all about being practical and to the point. Your description should be clear and focus on facts—how long the tour lasts, what’s included, and the main sights.
Audience:
Booking.com users are budget-conscious and often plan both their accommodation and activities together, Booking being a hotel reservation platform originally. They appreciate efficiency and want to get the most out of their time.
Example description:
Experience Barcelona’s best sights on this half-day walking tour.
Visit the world-famous Sagrada Família, explore the beauty of Park Güell, and stroll down the lively La Rambla.
Your local guide will provide historical context and insider tips for the best spots to visit after the tour.
3. GetYourGuide
Style:
GetYourGuide focuses on unique, immersive experiences. Use storytelling and highlight the hidden gems or personal touches that make your tour special.
Audience:
These potential customers, often Millennials and Gen Z, are looking for authentic experiences and want more than just sightseeing. They prefer small-group tours with local insight and a more personal approach. The important thing to remember here is that the same accolades and social proof that would make your tour sound appealing on Booking or Viator could turn away users who are more interested in hidden gems and best-kept secrets than top destinations and “must see” landmarks.
Example description:
Uncover Barcelona’s hidden gems with a local expert! Start at the breathtaking Sagrada Família and discover the untold stories behind Gaudí’s masterpieces.
Explore the less-travelled alleys of the Gothic Quarter and vibrant markets along La Rambla. Get a real taste of Barcelona’s culture from a local’s perspective.
4. Musement
Style:
Musement puts an emphasis on culture and art. Descriptions should focus on the history and artistic significance of the places you visit, creating an enriching, educational experience.
Audience:
These are culture lovers who want to dive deep into the history and significance of a destination. They prefer quality over quantity, looking for well-curated experiences that offer meaningful insights.
These visitors are looking to not just see art but experience art. For best results, talk about how your tour creates that experience by immersing them in culture and setting.
Example description:
Dive into Barcelona’s architectural history with a guided visit to the iconic Sagrada Família, followed by a stroll through Gaudí’s whimsical Park Güell.
End your tour with a walk along La Rambla, discovering local stories and the rich cultural backdrop that make Barcelona a true artistic hub.
5. Expedia
Style:
Expedia keeps things bold and simple, focusing on the big attractions and convenience. The description should clearly outline what the traveller will see and why they should book it.
Audience:
The Expedia user is often a mainstream tourist, looking to tick off the bucket list attractions quickly. They’re usually busy and want to make sure they see the main sights without too much hassle. Let them know how your tour fits into their packed itinerary and helps them tick off those bucket list items and see those “must see” attractions.
As with Booking.com, Expedia users are often booking their accommodation, travel, and activities all on the same platform.
Example description:
Explore Barcelona’s top attractions in a few hours! This tour takes you to the stunning Sagrada Família, the colourful Park Güell, and along the lively La Rambla.
Learn fascinating facts from your guide and make the most of your time in Barcelona.
Family travel – mother with two kids travel in Barcelona, Spain
6. AirBnB Experiences
Style:
AirBnB Experiences focuses on authentic, personal connections. Descriptions should be written in the first person, highlighting your passion for the city and the personal, local touch you offer.
Audience:
AirBnB’s audience is typically Millennials and Gen Xers who are keen to discover local life and enjoy interacting with a host. They want unique, personal experiences and are open to taking the time to really get to know their destination.
They are often staying in an AirBnB which could be in a less touristy part of town.
Example description:
Join me on a personal journey through Barcelona! I’ll guide you through Gaudí’s famous Sagrada Família and Park Güell.
But we won’t stop there—together, we’ll explore hidden alleyways and visit my favourite neighbourhood markets along La Rambla. This tour is all about experiencing Barcelona like a local.
7. Klook
Style:
Klook focuses on concise, practical details. Your description should be short, clear, and highlight the logistics of the tour—what’s included, the main stops, and how easy it is to book.
Audience:
Klook’s users are often younger travellers, mainly from Asia, who prioritise convenience and value. They like activities that fit seamlessly into their travel plans and offer a good deal.
Like Expedia users, they may have a “bucket list” of things to see on a shorter, busier trip.
Example description:
Take a half-day walking tour of Barcelona’s top sights! Visit the Sagrada Família, explore Park Güell, and walk along La Rambla. Led by an expert guide, this tour is perfect for those wanting to see Barcelona’s highlights in just a few hours.
Conclusion
Tailoring your tour descriptions to match the style and audience of each OTA will help you attract the right customers and emphasise the parts of your tour that will appeal to different audiences with unique travel priorities.
Whether it’s focusing on iconic landmarks for mainstream travellers or highlighting underrated spots for more adventurous visitors, adapting your approach can make all the difference in boosting your bookings.
Looking for help choosing the right OTA’s? We’ve got you covered with this article, or give us a call, and our team can match you with online travel agents that best match your business needs