Writing an effective ATIS description

What makes a great description?

Descriptions are key to an effective listing. They provide essential information and excite travellers about your tourism offering.

Here are a few helpful tips on how to craft your ATIS description.

General guidelines

Your listing should stand out—but for the right reasons. Follow our formatting advice to keep your description clear and effective.

• Include your business name in the first two sentences. Not all users read to the end. Lead with your most important and interesting information.
• Be brief but informative. Listings with longer descriptions tend to perform better in search. Your description should be around three to six short sentences. There’s a 1000-character limit, but our built-in character counter will let you know when you’ve hit the optimal 600–800 characters.
• Avoid first-person terms like “our” or “we.” Since listings may appear without context, use third-person terms, like “it,” “they” or your business’s name. Describe your business like you’re describing a friend.
• AVOID ALL CAPS. Write your description using sentence case to ensure it is easy to read and understand.
• Break up your content. The new ATIS platform allows you to use paragraph breaks to improve the readability of your description.

Content tips

While each offering requires a slightly different approach, every description will benefit from the five following tips. 

• Be authentic. Travellers prefer provable, quantifiable strengths. Don’t worry about superlatives or being “the best” unless you have third-party validation (like awards from a recognized authority) to show off.
  
  Vague: “The XYZ Art Museum has the best collection of art deco furniture.”
  
  Specific: “The XYZ Art Museum has one of the most extensive collections of art deco furniture in Canada, with over 5000 pieces on display."
• Update often. ATIS will remind you to check your description every six months for accuracy. Avoid changeable details, such as business hours or current specials. If a temporary notice is necessary, set a personal reminder to remove it later.
• Keep it simple. Avoid jargon, abbreviations or uncommon terms. Write your description the same way you’d speak it, and don’t be afraid to add a little personality.
• Avoid repetition. Don’t waste space saying the same thing twice. Your description is for explaining what you offer and why it’s unique. Contact info, for example, will appear elsewhere in your listing.
• Inspire your reader. If you’re one of many, find the reason you stand out. Your description should answer some of the “what” about your offering and a lot of the “why.”
  
  What: “The XYZ Pie sells hot, tasty pizza.”
  
  Why: “Four generations have run the XYZ Pie, serving authentic Italian slices topped with simple, local ingredients. Whether you crave a sizzling slice of pepperoni or some spicy barbeque chicken, don’t miss out on their signature family crust. The recipe’s straight from grandma’s kitchen and includes a secret, special ingredient.”

Where to start

Not sure how to begin? Here’s a quick, three-step trick to get you rolling.

1. Find what’s unique. Make a list of features that set you apart from the competition. Do you serve food made from local ingredients? Does your property have a view?
   
2. Listen to your audience. Reviews from Google My Business, TripAdvisor or feedback surveys can help provide context. They’ll reveal what people say about your business, what they enjoyed and what you can improve.
3. Put yourself in your visitors’ shoes. Highlight a few of your favourite features about your experience. Explain how these features benefit your visitors, and you’ll be well on your way to a strong listing description!
   
   Original bullet point: “Conveniently located close to attractions.”
   Final sentence: “Spend less time travelling and take in major attractions only a ten-minute walk from your room.”

Example

Pincher Creek Hillside Hotel

Weak description:

Our property is located close to Waterwake fun park and within a few minutes to most area attractions. Rooms are well-appointed. Other features include hot breakfast, free Wi-Fi, free parking, hot tub and a fitness room.

Why it doesn’t work:

• The description could be more specific about how close the hotel is to area attractions.
• A list of features alone doesn’t sell why a visitor should choose your business. Try to list some of the benefits they provide instead.

Strong description:

Spend less time in the car and more time exploring at the Pincher Creek Hillside Hotel. Stay within walking distance to the outdoor pavilion and the go-cart track, and only ten minutes by car to Chucks Mini Golf, Waterwake Waterpark and plenty of family-friendly restaurants. Start your day with a hot buffet breakfast and a warm cup of locally roasted organic coffee. Free Wi-Fi is available to help plan your day of discovery and for posting your vacation photos to Instagram. After a busy afternoon, visit the large onsite pool and hot tub to unwind before your next fun adventure.

Why it works:

• The description includes specific landmarks that clarify the hotel’s location and paint a clearer picture of its possible experiences.
• Benefits are clear and unique, consisting of evergreen activities that appeal to travellers year-round.