Customer reviews and feedback play a crucial role in the tourism industry, significantly influencing consumer decisions, satisfaction and business success.
This Digital Traces Economy highlights the importance of listening to and acting on comments received, both positive and negative, to improve services, increase customer trust and strengthen online reputation.
This enormous amount of content is beneficial for understanding market dynamics, tastes and perceptions of vast categories of tourists. It represents a hyper-representative sample of the perception of demand, i.e. of travellers, and a mapping of supply, i.e. of the positioning of the destination - or the individual company - in terms of perceived tourism product.
It is evident in 2024 that companies should actively encourage reviews and feedback (such as ratings, for example), monitor and respond on various online channels and use the information collected to drive innovation and continuous improvement.
In a highly competitive market like tourism, effective feedback management can make a difference in building lasting relationships with customers and ensuring the sustainable growth of the company.