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Optimise Writing

Every Tourism Offering includes a description. The description emphasises unique selling points of your Tourism Offering. When written well, a description not only provides relevant information but also engages and attracts potential customers by showing them why they should visit your tourism offering.

On this page

Know your audience

Tailor your description to appeal directly to your target audience.

  • If your target audience is families, highlight family-friendly amenities
  • If your target audience is business travellers, focus on convenience

List unique selling points

Identify the unique features that make your tourism product or experience stand out. Examples:

  • You serve food made from local ingredients only
  • Your property provides a breathtaking view
  • You offer free tours to customers

List benefits, not features

Let your tourism product or experience shine by translating features into benefits. Examples:

TIH Museum has free tours for visitors. Who says that visiting Singapore has to be expensive? Stretch your dollar and see the city on a shoestring with our free daily tours.
TIH Bar is an award-winning bar. Get to taste what experts have proclaimed to be the best cocktails in the world at TIH Bar — listed as one of the World's 50 Best Bars 2019.
TIH Bar has over 1000 types of whiskeys TIH bar has one of Singapore's most extensive whiskey collections, where you can taste over 1000 types of whiskeys.

 

Prioritise information

Make an impact on customers by including important information in the first sentence of your description.

Information Example

Name of your Tourism Offering

Housed in a 90-year-old Peranakan shophouse, TIH Cafe offers a modern twist to local hawker favourites.
Most interesting feature and benefit

 

Be concise

Use short sentences and paragraphs to optimise readability of your description.

  • Limit to 10 words per sentence.
  • Every sentence includes one benefit.
  • Use a new paragraph when describing a new idea.
  • Sequence your description to show the most important information first. (e.g. first paragraph of description, first sentence of every paragraph)

 

Update your listing regularly

You should update your description every six months. Even if nothing has changed, you are encouraged to refresh your description to better engage customers.

  • Update based on customer response over the past six months (e.g. received feedback)

Based on TIH's search algorithm, an updated listing is more likely to reach customers. See Edit listing to learn how to update your listing.

 

Avoid over-promising

Meet your customers' expectations by avoiding false claims or exaggerations. For example, 'Best Bar in Singapore' is an exaggeration.

  • Avoid such statements unless your Tourism Offering has received third-party validation such as awards from a recognised authority.

 

Avoid using ALL CAPS

  • Use capital letters for the first letter of every sentence, and avoid writing whole sentences in capital letters.

Avoid using first-person terms

  • Since listings may appear on external websites or apps, use third-person terms (e.g. it, the).
  • Avoid using first-person terms (e.g. our, we).

 

Examples

Learn how to improve your description using these two case studies.

Case Study 1

Case Study 2



Resources