Why is Your Product Content so Important?
High-quality content will help to:
Create a great first impression on the guest about your property and what you offer.
Set proper expectations with the guest and avoid misunderstandings.
Increase the number of bookings.
Good grammar and spelling, starting sentences with capital letters, using quality photos, etc, directly affect the perceived quality.
Low-quality tour content can result in:
Lost sales opportunities.
Poor reviews.
Increased costs due to customer refunds.
Overall perceived low value.
Complaints.
Product Guidelines
- It should convey the atmosphere of the experience that it’s been offered
- No spelling typos or grammar errors
- High-quality photos and if possible people smiling
- Specific and detailed product descriptions of the best selling points of the product that might be unknown to the guest
- No blank sections, use every opportunity to set expectations
A good way to evaluate if the tour content is good is to ask yourself if you understood what the product is and if you found it interesting enough to the point you can’t wait to book it.
Title, Short and Long Description
- The product title should be creative and informative, clear and evocative. You can name your product "Bike Rental" but you could also call it "Discover London on Wheels: Bike Rental"
- The short description can be used to expand upon the information shown in the title. It should complement it, and provide more details.
- The long description is a sales “pitch” area, where the product should be presented in the most attractive way possible. It’s all about the experience for the guest.
- It should contain the best elements that are probably unknown to most people.
- The more specific and detailed the product descriptions, the better expectations are set.
Images
- When guests are browsing for experiences, one of the first things they see is the product thumbnail photo and that's why it plays such an important role in having good tour content.
- It should be a high-quality image related to the product or service offered.
- It should catch the eye and all products should have a different one.
- Do use the natural lines of an image.
- Do use images that are in focus.
- Do use the raw, natural composition of photos.
- Don't use visually skewed images.
- Don't use blurry images.
- Don't use inverted colours or excessive filters.
Meeting Location (When applicable)
- It needs to be clear and easy to identify
- As detailed and accurate as humanly possible.