Tour Operator Website Example: Old Town Walking Tours

Travellers usually find a walking tour on their phone the evening before, so the page has to show what each tour is, how long it lasts and what it costs within the first screen or two. Old Town Walking Tours sets out four tours side by side, each with a price per guest, a length and a meeting point. A departures table follows with the days, start times, meeting points and languages, which are the details people forget to check until the morning of the walk. The classic route is then laid out stop by stop, so a guest can picture the walk before paying for it. Children's prices, the rain policy and the refund window sit beside the tours rather than on a separate terms page. That order lets a visitor settle on a tour in the time it takes to finish a coffee.

Trust in a guide is built through specifics, and the second half of the sample is full of them. A section on the guides explains where they come from, how large the groups are and why every guest wears a headset, and it notes that guide licensing differs by country. The languages appear as a short list, with a line on the level route for guests using a wheelchair or a pushchair. Example reviews mention the moments travellers remember, such as an old engraving held up at the exact spot it was drawn. The request form asks for the tour, the day, the start time, the guests, the children and the language, which is all the office needs to confirm a place. A website for tour operators that answers these questions in advance spends far less time answering email.

Stop by stop through the Old Town Walking Tours page

Everything sits on one page that walks the visitor from the meeting point to the request form, and the rows follow it stop after stop.

Page	What it opens with	Its sections
Opening view	The Old Town, told street by street	Book a tour · See the tours · Your guide at the Clock Gate
Tours	Four ways to walk the Old Town	Old Town Classic from $28 · Market and Food Walk from $69 · Lantern Walk from $34 · Private tour from $220
Departures	Departures and meeting points	Days · Start times · Meeting points · Languages
Route	The classic route, stop by stop	The Clock Gate · The Salt Market · Tanners' Steps · Cathedral of the Lanterns · The Weighhouse · The Ramparts
Guides	Guides who grew up inside the walls	Local guides · Guide badges · Group size · Headsets
Languages	Tours in six languages	Six languages · The level route
Gallery	Along the way	Clock Gate · Salt Market · Tanners' Steps · Cathedral nave · Ramparts · Lantern Walk
Questions	Before you walk	Meeting points · Wheelchairs and pushchairs · Rain · Children · Allergies · Group size
Tour request	Book a tour	Tour · Day and start time · Guests and children · Language · Lead guest and email

What a traveller checks before following a stranger's umbrella

Tours compared on price, length and meeting point

A traveller comparing tours wants three facts first: how much, how long and where it starts. The sample puts all three on every tour card, with the price per guest and a note on children's prices. A short list under each price says what the tour covers, such as six stops or six tastings, so the difference between the walks is clear. Private tours sit beside the group tours with a price per group, which helps families do the sums. A comparison this clear turns browsing into a booking more often than a long description of each walk.

Departures a guest can still find on the morning

Many tour complaints begin with a guest waiting in the wrong place at the wrong time. The departures table in the sample gives every tour its days, start times, meeting point and languages, and its introduction tells guests to look for a green umbrella. Meeting points are described by landmarks rather than street numbers, which is how people actually find them in an old town. Private tours can begin at the guest's hotel, and the table says so. A page that settles the where and the when keeps the first ten minutes of every walk calm.

The route shown stop by stop, hard parts included

Showing the route lets a guest picture the walk and judge whether it suits them. The sample lists six stops with a line of story for each, and the introduction gives the distance, the surface and the seated stop halfway round. Steps, cobbles and the walk along the walls are named plainly, and a level route is offered for wheelchairs and pushchairs. Honest detail of this kind matters more on a walking tour than on almost any other trip. Guests who know what is coming are much more likely to leave a warm review afterwards.

Requests that ask for the language and the children

A tour operator needs a little more than a date before confirming a place, because the language and the make up of the group change the plan. The form in the sample asks for the tour, the day, the start time, how many guests, how many children under 12 and the language. A notes box covers the level route, allergies or the hotel for a private tour. Through AI Web Maker the office receives each request and confirms it, suggests another departure or declines it, while payment is arranged between the operator and the guest. A short form like this suits tour operator website design, because travellers often book on a phone in a hotel lobby.

How the Old Town page reads to a search engine passing through

Travellers search for walking tours, food tours and private guides in the town they are visiting, often in their own language. Naming each tour clearly, describing meeting points by landmark and listing the languages helps a tour page answer those searches.

Walk your own tour site through the checks