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Tourist satisfaction, affected by climate change

The wave of cold weather in the Canary Islands is affecting the satisfaction shown by tourists.

The Canary Islands, one of the most important Spanish tourist destinations, situated in the North-West of Africa and characterised for being a sun and beach destination all year round, have been affected, since last December, by several waves of cold weather and storms that have directly impacted on tourists’ perceived satisfaction about the destination.

This fact can currently be measured and monitored in real-time thanks to the Climate Perception index (PCi) calculated by Mabrian’s Travel Intelligence platform.

This index measures the difference between the visitor’s previous expectations and the sentiment related to climate they express during their visit. It can thus clearly be detected that the expectations of tourists going to the Canary Islands were affected due to temperature drops and bad weather during the destination’s high season, which has triggered a fall in this index compared to the previous season.

The PCi between 1st December 2017 and 7th February 2018 shows a rating of 67.26 points out of 100, whereas during the same period the previous year, the rating was 75.91 points.

This significant decrease of almost 9 points directly affects the assessment of the global tourist satisfaction measured by Mabrian’s index (GTPi), with a rating of 81.97 out of 100 this year as opposed to last year’s 85.02 points.

Regarding the destination’s main tourist product (sun and beach), it evolves in a similar way, as it suffers a decrease both in the interest shown through the volume of mentions as well as in terms of satisfaction displayed, while the second and third product in importance, Natural and Active, increase in interest but decrease in terms of satisfaction.

This can be explained by the fact that tourists look for alternative activities to the beach, but their experiences are not as satisfying as expected because they are affected by inconvenient climate.

Using Natural Language Processing (NLP) techniques and algorithms equipped with Artificial Intelligence on a large volume of data (Big Data), Mabrian’s platform can measure the user’s sentiment regarding a destination in relation to various factors: climatology, security, tourist products and hotel satisfaction.

The temporary tracking of these KPIs allows managers of a destination to identify and measure trends in real time, thus enabling them to make decisions and react quickly.