In this blog we've partnered with Chris Brant, Experiential Tourism Advisor & Founder of Unmissable England, to explore how destination websites can take their experience listings to the next level by curating signature collections that showcase the unique essence of their place, and position themselves as genuine local experts.

When travellers browse for inspiration, they have no shortage of options - from online travel agents (OTAs) like Expedia and Booking.com to user-generated review sites. What can set your destination website apart is an unparalleled local knowledge. Don't be an aggregator of information; be a storyteller, weaving the essence of your destination into every recommendation.

Unlike OTAs, which often lack a localised touch, a destination website should guide visitors with the insight and charm of a seasoned local. This is where your website can shine: by embracing the role of a digital concierge and creating content that feels authentic, tailored, and trusted.

To elevate the experience listings on your website focus on creating “signature collections” - handpicked selections of the very best experiences in your region. These collections should:

• Highlight what is truly unique to the destination.
• Include experiences that reflect the character and culture of the area.
• Be curated with the expertise of locals who know the destination inside out.

Take Visit Worcestershire, for example. Their experiences section is a great demonstration of how to showcase a region’s distinctive offerings. By grouping activities that capture the spirit of Worcestershire - whether it’s scenic countryside walks, artisan food tours, or historical explorations - they inspire visitors to immerse themselves in the area’s uniqueness.

1. Adopt a Local Voice: The tone and language of your listings should reflect a local perspective. Avoid generic descriptions and instead aim to provide insights that only a local expert could offer. Phrases like “a hidden gem just outside the city centre” or “the best spot for watching the sunset” add personality and credibility.
2. Focus on Quality Over Quantity: Don’t overwhelm visitors with a sprawling list of options. Instead, carefully curate a selection of experiences that truly stand out. A smaller, high-quality list can feel more intentional and trustworthy.
3. Use Engaging Multimedia: Pair each experience with high-quality imagery or video to bring it to life. A well-shot photo of a vineyard at dusk or a bustling artisan market can be worth a thousand words.
4. Collaborate with Experts: Working with professionals like Chris Brant, Experiential Tourism Advisor at Unmissable England, can help local businesses craft truly unique experiences. By bringing in expertise, you can train your destinations experience providers to curate truly memorable experiences which are aligned with your destination’s brand.
5. Allow Users to Refine Their Search: Enable visitors to apply multiple filters to content, so they can refine it to their specific needs or requirements. This makes it easier for users to find exactly what they’re looking for.

Here's what Chris has to say about crafting experiences that appeal to visitors:

"Creating memorable experiences for visitors is about blending local culture, history, and authenticity in a way that offers something unique. It's about crafting personal, immersive encounters that allow visitors to truly connect with the place. At Unmissable England, we focus on curating experiences that highlight what makes each destination special, ensuring every visitor feels like they’ve discovered something unforgettable.

We’ve had the privilege of working with over 50 Destination Management Organisations (DMOs) across the UK, helping to bring their visions to life. By collaborating closely with local businesses and tourism partners, we’ve helped shape experiences that not only appeal to visitors but also support the growth and sustainability of the local economy. Our approach is about fostering partnerships that elevate the visitor experience while showcasing the very best of what each region has to offer."

Think of your website as a digital concierge desk. A good concierge doesn’t just hand over a list of attractions; they ask questions, make personalised recommendations, and provide insider tips that elevate a visitor’s experience. Your experience listings should do the same:

• Group experiences by themes (e.g., “Family Adventures” or “Foodie Trails”) to make browsing intuitive.
• Offer suggested itineraries, that include 'must do experiences' - this type of content helps visitors make the most of their time.
• Provide “insider tips” for each listing, such as the best time to visit or lesser-known details that add value.