The average traveler does a lot of research before booking a trip, often scouring websites and online travel agencies for things to do. For tour operators, this creates an enormous challenge: How do you make your tour stand out among dozens of competing experiences?
The answer is not in longer descriptions or more photos, but rather in mastering the psychology of storytelling.
Traditional tour descriptions often fall into the same trap. They list attractions, outline schedules, and detail logistics—important information, but not what truly drives booking decisions. The most successful tour operators understand that people don’t book tours because of what they’ll see; they book because of how they imagine they’ll feel.
This is where two powerful psychological techniques come into play: magic moments and open loops. These storytelling devices transform ordinary tour descriptions into compelling narratives that capture attention and drive action. When implemented correctly, they can be the difference between a potential guest clicking “book now” or continuing their search elsewhere.
What makes a moment magic
Magic moments are those special sections of a tour where guests experience something particularly memorable. These aren’t just random occurrences; they’re often carefully designed elements that create lasting impressions. Picture yourself zipping over a Costa Rican jungle canopy, the vast rainforest stretching below you. Or imagine standing in complete darkness within a massive cave as orchestral music suddenly fills the space around you.
These moments become even more powerful when described through sensory details. The key is helping potential guests imagine what they’ll see, hear, smell, taste, and feel during these peak experiences. It’s about capturing not just the physical experience, but also the emotions that accompany it—the wonder, surprise, tranquility, or excitement.
Leading tour operators excel at weaving these sensory-rich moments into their marketing. Take this example from a Vancouver harbor tour:
Notice how this description goes beyond merely listing attractions. It engages multiple senses and emotions, helping potential guests imagine themselves in the experience.
Another masterclass in sensory storytelling comes from Backroads Active Travel’s description of their Provence tour:
The power of open loops
While magic moments paint the picture, open loops create intrigue and urgency. An open loop is a teaser—a promise of something fascinating that will only be revealed during the tour itself. This technique builds curiosity and creates FOMO (fear of missing out), compelling potential guests to book now rather than later.
Consider how Walks of Italy uses this technique: “Co-founder, art historian and legendary tour guide Jason will tell you which ancient ruin Raphael graffitied and how a teenaged Leonardo da Vinci narrowly escaped prison.” This single sentence creates multiple open loops that can only be closed by taking the tour.
Broadway Up Close masters this technique in their theatre district tours: “Each Green Team Guide is a professional actor or stage manager who will interweave their personal stories to provide an up-close glimpse of the life of a theatrical artist.” The promise of insider stories from working theatre professionals creates an irresistible hook.
Combining magic moments and open loops
The most effective tour descriptions layer these techniques. For example, a Chicago pizza tour might combine sensory details with an open loop:
“The aroma of perfectly crafted deep-dish pizza fills the air as you step into Fat Tony’s—a third-generation pizzeria where the secret family sauce recipe has been passed down for decades. During your visit, Tony himself will reveal the unexpected ingredient that makes their sauce unforgettable (and how you can use it in your own kitchen).”
Best practices for implementation
- Place magic moments early in your tour description
- Keep sensory descriptions concise—usually one sentence
- Use open loops sparingly—one or two per description
- Focus on unique experiences that can’t be replicated elsewhere
- Always deliver on the promises you make
These techniques work because they tap into fundamental human psychology: our desire to imagine ourselves in positive experiences and our natural curiosity about unresolved mysteries.
Want to learn more about how to create tour descriptions pages that convert? Download the free Tour Descriptions Workbook, courtesy of our friends at Guest Focus!
Kelsey Tonner is the founder of Guest Focus Tour Business Coaching and for two decades he’s been helping tour business owners as a mentor, consultant, speaker, experience designer, guide trainer, and award-winning tour leader. Since 2015, their programs have helped over 2,000 tour operators from 75+ countries around the world and Kelsey has been a regular speaker at over 35 industry events and conferences.
Top image: ©SL-Photography/Adobe Stock