It helps to keep in mind how your content will appear to customers once it’s published, so take a look at our example listings or […]

It helps to keep in mind how your content will appear to customers once it’s published, so take a look at our example listings or other products that are live on Expedia.com.

We also recommend using proofreading software like the Chrome plug-in Grammarly to help make sure your content is clear to customers and mistake-free.

Each section of your product listing serves a different purpose, so here are a few specific things to keep in mind for each one:

• Product Name – Good titles summarize what the product is, call out what differentiates it from other similar products, and help the product stand out clearly on the search results page.
• Description – Give the customer some specific details about what they can expect to see and do. Use sensory detail to create a vivid picture that sparks the customer’s imagination. And don’t forget the basics—describe the sequence of events in the activity, avoid clichés, hyperbole, and jargon, and keep the tone conversational and fun.
• Highlights – Highlights are a great place to incorporate keywords for SEO and to call out the main selling points of your product.  The closer highlights are to 60 characters, the better they look on the site.  Try to incorporate specific place names and sensory details to make your highlights appealing and compelling.
• Inclusions – Make sure you’ve mentioned everything that customers get—and remember to keep the language short and simple for clarity.
• Exclusions – Make sure you’ve mentioned anything a customer might expect to be included that isn’t and remember to keep the language short and simple for clarity. Example: If you have a 15-hour tour that does not include lunch, mention it in the Exclusions. However, a customer booking a 1-hour virtual museum tour has no expectation of lunch, so do not mention it in the Exclusions.
• Know Before You Book – This section appears on the website and should tell the customer anything they might need to understand about the logistics before making a purchase. Be as specific as you can; vague or incorrect content in this section often leads to customer complaints, refunds, and negative reviews.
• Know Before You Go – This section only appears on the customer’s confirmation and is for post-booking information. Do customers need to get in touch with you before the activity, is there anything they need to bring or wear, or do they need to arrive before the listed start time? Clear information in this section generally results in happier customers and more positive reviews.
• Redemption Instructions – Provide the information a customer needs to get to the meeting point—an exact address, where to go and how to get there, and what to look for on arrival. Make sure that the meeting point or hotel pickup location in your Redemption Instructions matches the pin drop in the ‘Meeting Point’ address in the ‘Location’ section. Think like the customer here, keeping in mind that they may not be familiar with your city or even country.

You can find more specific examples for content in each section by looking through our recommended boilerplate language for activities. And for more ideas on how to improve your product’s content, take a look at the resources included in the Local Expert Listing Toolkit.

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