When I first started working with the Activity Content team, they already ran a long-term research project, looking to identify the main content issues travellers encountered on the ADP. They could fit into 3 categories:
Hard to understand what you'll get to experience
Travellers were getting lost on the ADP, not knowing exactly what they'll get to experience and how. Things like stops, duration or meeting points were ambiguous, hidden under long paragraphs and fancy descriptions.
Lack of clarity
Most of the ADP is text based, making it harder for travellers to skim it. This became even more frustrating when comparing activities as there was no clear way to benchmark.
Different activities are treated the same
GetYourGuide offers various types of activities: from day trips, to tours, attraction tickets or hop-on-hop-offs. Travellers require different details from each activity type, and our structure didn't accomodate that.