Challenge
A large company offering hotel, flight, and tourist attraction bookings used a feedback collection system that could not handle the large volume of comments. Operating the existing tools was time-consuming and inconvenient. The system was unable to automatically categorize comments, detect recurring issues, or identify the most important areas for improvement.
Action
- Automatic collection of opinions via a form
The company created forms that allowed customers to conveniently express their opinions and recommend or criticize a given facility. - Analysis of key topics
The collected opinions were analyzed by the system. Then, if the facility had mostly positive reviews, it was recommended to customers. - Real-time reporting
The platform generated detailed reports for hotels and attraction organizers, showing what customers thought about their services. In the event of a sudden increase in negative opinions on a given topic (e.g., a problem with cleanliness), the system sent immediate alerts, allowing for a quick response. - Using data for recommendations
Data from the opinion analysis was used to improve recommendations for future customers. The platform could now suggest hotels and attractions that had the best ratings in areas important to the customer. - Improving services based on conclusions
Travel agencies and partner hotels received specific guidance on what to improve and what was working well. If reviews indicated a problem with air conditioning, the hotel knew it needed to invest in this area. When the food was praised, they could promote it in their materials.
Results
- The average rating of hotels and attractions increased by 16%.
- There was an 18% increase in bookings for hotels with the highest reviews.
- The number of negative comments decreased by 12%.
