How to optimise listings on tour marketplaces

The Bottom Line

To succeed on third-party marketplaces, you must treat your listing as a "digital shop window." The most effective way to increase sales is to combine high-quality, professional photography with descriptive, keyword-optimised titles. Marketplaces reward listings that convert well, so your goal is to provide all the information a customer needs to click "book" without hesitation.

1. Visuals: Show, Don't Just Tell

In the UK's competitive tourism market, your photos are your first impression. Use bright, high-resolution images that capture the emotion of the experience. Avoid stock photos; customers want to see the real deal.

• The Hero Image: Your first photo should be your absolute best. It should show people enjoying the activity, rather than just a landscape.
• Diversity: Include at least 10–15 photos. Show the meeting point, the highlights of the tour, and any equipment or food included.
• Weather: If you operate in the UK, show that your tour is "rain or shine" by including photos of guests enjoying themselves in different weather conditions where appropriate.

2. Mastering Titles and Descriptions

Marketplace algorithms work similarly to Google. If people are searching for a "London walking tour," your title should reflect that. Keep titles clear and benefit-driven. Avoid cryptic or overly "clever" names that don't explain the service.

For your description, use a structure that is easy to read. People are looking for a great day out; explain why yours is the best choice. Use bullet points to make the information "skimmable." Mention specific UK landmarks or unique local insights that only a local expert can provide.

3. The Power of Reviews

Social proof is the strongest driver of bookings. A listing with 50 four-star reviews often performs better than one with five five-star reviews because it looks more established. Managing your reputation is a daily task.

• Ask for reviews: Don't be shy. At the end of your tour, tell your guests how much a review on Viator or Airbnb helps your small business.
• Respond to everything: Reply to every review, both positive and negative. It shows potential customers that you are an active, professional host who cares about the guest experience.
• Handle negativity gracefully: If you get a bad review, stay professional. Explain how you have addressed the issue for future bookings.

4. Technical Best Practices

Remember: Consistency is key. Even a small update once a month to your photos or text can signal to the platform that your business is active and reliable.

Pro Tip: Regularly check your competitors' listings in your specific city. If they have added new features or changed their pricing for the summer season, you may need to adjust your offering to stay competitive.