For a tour operator, the itinerary is where a holiday becomes real. The customer has seen the photographs and the price. Now they want to know what they’ll actually be doing, day by day.
A good itinerary makes them want to go. A great one also answers every question they were about to ask. Here’s how to write one.
Lead with the highlight of each day
Every day should have a reason to look forward to it. Put that first.
“Day 4: Sunrise over the temples of Bagan” will be read. “Day 4: After breakfast, transfer to the airport for your flight to Bagan” will be skimmed. Both may be accurate. Only one sells the holiday.
Then be practical
Once you’ve got their attention, tell people what the day involves. How long is the drive? How much walking? Are there steps? What’s included, and what’s optional? Where do they sleep?
These details aren’t the enemy of good travel writing. They’re what make a customer confident enough to book. Someone with bad knees needs to know about the 200 steps before they arrive, not when they’re looking up at them.
Be specific, not superlative
Itineraries attract adjectives: breathtaking, stunning, unforgettable, magical. After the third day, they stop meaning anything.
Specific details do far more work. “Lunch at a family-run olive farm, where you’ll taste oil pressed that morning” is better than “a delightful local culinary experience”. Customers remember specifics, mention them to friends and use them to tell your tour apart from someone else’s.
Show the rhythm of the trip
Customers want to know whether a tour feels relaxed or packed. Help them see it. Signal the free afternoons, the early starts and the long travel days honestly.
A clear pace guide at the top of the itinerary, such as “Activity level: moderate, with some long days on the road”, saves a lot of disappointment and quite a few complaints.
Keep the voice consistent
Itineraries are often written by different people at different times. The result can be one day full of enthusiasm and the next written like a transfer schedule.
Agree a simple style: the tense, how to describe meals and accommodation, how much detail to give. Then edit the whole itinerary so it reads as one journey.
Keep it accurate
Hotels change, opening times change, a museum closes for restoration. Inaccurate itineraries cause complaints and, potentially, more serious problems. Review them every season, and be clear about what may vary.
A quick checklist
- Does each day open with its highlight?
- Are the practical details (travel time, walking, meals, overnight stay) there for every day?
- Has every vague superlative been replaced with something specific?
- Is the pace of the tour clear before the customer books?
- Has the whole itinerary been checked for this season?
I’ve written for travel companies including easyJet, TUI, Kuoni, Expedia, Viking, Oceania and VisitBritain. See how I help travel and tourism businesses or get in touch.