Choose relevant alternatives
Include operators selling a similar experience to a similar guest, but also consider another activity that competes for the same half-day. Separate direct competitors from broader alternatives. A different destination or luxury format may provide inspiration without being a fair pricing benchmark.
Build a consistent comparison
Record duration, inclusions, group format, departure times and the visible booking process. Date the observations and link the source. Compare like ticket types and note whether prices vary by date. Public information may be incomplete, so distinguish an observed fact from your interpretation.
Look for unresolved guest questions
Read how each operator explains meeting points, suitability and what makes the experience distinctive. Identify useful questions your own page leaves unanswered. Original detail about your actual tour is more valuable than copying another operator’s wording.
Choose one action to test
Improve a description, clarify an inclusion or investigate a gap in the booking journey. Keep the change tied to a specific customer question. Review subsequent enquiry themes and available conversion evidence rather than assuming a competitor’s visible tactic must be effective.
A concrete example
A rival’s page explains transport and accessibility clearly while yours leaves both implicit. That is a concrete content gap to address; it is not evidence that you should copy their price or promise.
Put it to work this week
Choose three genuinely comparable experiences and assess the same guest decision criteria for each.