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Visitor perception and satisfaction are a key factor

At Mabrian we help destinations to know the satisfaction level of tourists with their destination to make better decisions based on data

Knowing the experience of visitors to your tourist destination is vital to grow and improve the service offered. This information helps us understand how our destination is positioned, how it is perceived from the outside and how visitors value aspects such as safety, climate, hotel supply and tourist services. In short, what they think and how satisfied they are with your destination.

As such knowing the experience of visitors is essential for tourist destinations to be competitive and improve the positioning of their tourism brand.

Positioning of a destination is understood as how it is perceived by current and potential visitors, in terms of experiences, in comparison to other destinations. Knowing the perception of visitors for important points such as safety or climate and being able to measure the level of satisfaction they have with the destination and its services is essential for tourist destinations to be competitive and improve their positioning as a tourism brand.

At Mabrian, as a leading tourism data and intelligence company, we help tourist destinations measure, compare and monitor the level of satisfaction and perception of their visitors. To do this, we have indices that specifically measure each of these aspects and more. These indices are calculated using advanced techniques such as Natural Language Processing, Artificial Intelligence and Machine Learning, based on millions of spontaneous tourist interactions on social networks in real time. We identify spontaneous tourist mentions (by visitors or potential visitors) related to topics based on each of the aspects analyzed and their sentiment associated with them.

The Tourist Product Satisfaction Index (TPI) helps you to know the level of visitor satisfaction regarding tourist activities in general and offes this information by market of origin. With this we measure the performance of a destination between different seasons and compare it with competitors. In this way, we can identify different patterns of interest and satisfaction with the tourist products of the destination, among the different source market of the visitors. With this information, tourism managers can analyze the impact of possible changes in the supply of tourism products on the level of visitor satisfaction, in addition to measuring whether the actions taken provide the desired results.

For example, Menorca is a destination associated with activities related to nature, sun and beach and family activities. However, the cultural offer is not one of the main motivations for visiting the island. In July 2021, the international art gallery Hauser & Wirth opened its doors on the island, thus expanding the range of cultural activities. The expansion and diversification of the offer had a positive impact on the satisfaction of visitors with the tourist products of the destination. Since the opening of the gallery, the tourist product satisfaction index has risen and an increase was also detected in the number of positive mentions shared on social networks related to the cultural product.

The Security Perception Index (PSI) measures the level of confidence shown by visitors and potential visitors in relation to a tourist destination. Safety is one of the main factors and among the most important for choosing a tourist destination. Geopolitical events, military conflicts, pandemics in the destination or in a place close to your destination can affect the level of perception of the destination as safe.

At Mabrian we measure the impact of these events and identify those markets of origin that are most sensitive to a specific situation.

For example, in June 2020, Brazil was one of the countries most affected by the Covid-19 pandemic, with a high number of daily infections. The security perception index was seriously affected by the situation. The maximum value of this index is 100 points andall the markets we analyze fell by more than 40% as a result. However, not all markets have been affected in the same way. Argentines and Chileans are the ones that showed greatest sensitivity to the situation, with a greater drop in the PSI. On the contrary, American travellers are the ones that showed the least amount of sensitivity to the impact. With this information, tourism managers can identify the markets of origin with the greatest possibility of recovery, as well as personalize communication by giving more importance to certain markets.

The Climate Perception Index (PCI) measures the level of visitor satisfaction with the climate in the destination. This type of measurement allows destinations to understand the relationship between the expectations of visitors and the reality of the destination in order to design campaigns that adjust to this reality and offer activities that are more appropriate to the type of climate.

For example, in Mabrian we have detected that in the Canary Islands during the winter months some international markets show lower values in the climate perception index than during the rest of the year. The Canary Islands offer a subtropical, mild and sunny climate throughout the year. However, temperatures during the winter are around 20 degrees, offering a pleasant time but not warm enough to enjoy some beach activities . For this reason, avoiding the use of messages that evoke warmer temperatures during these periods can avoid generating an expectation with the weather that can later cause some disappointment, affecting the overall experience of the visitor.

The Hospitality Satisfaction Index (HSI) measures, as its name suggests, the level of visitor satisfaction with the entire accommodation offering of a destination for three, four and five star hotels. This index is based on comments about the accommodation offer that guests share on the main hotel review platforms: Tripadvisor, Expedia and Booking. The extracted information not only allows us to know the level of global satisfaction by category and market of origin, but also to segment by department and type of service.

For example in 2021 Qatar tourism , in order to ensure the maximum safety of tourists and residents, launched the “Qatar Clean” initiative. It is a certificate that ensures that certified hotels and restaurants apply the necessary sterilization and densification practices, complying with a necessary level of cleanliness and hygiene. Currently, more than 90% of hotels and restaurants are certified by Qatar Clean. This initiative has had a positive effect on the level of satisfaction with the hotel offering, especially with services related to cleaning, rising from 45 points out of 100 in 2019 to 65 in 2021. In addition, by showing the highest levels of satisfaction in this category they are now among the main competitors globally such as Dubai, Paris and London.

hotel satisfaction

For its part, the Global Tourism Perception Index (GTPI) measures the global level of visitor satisfaction with the destination. This measurement is made by weighting the four previous indicators, as well as analyzing the general feeling about the destination. This information can indicate the level of satisfaction of travelers from different countries and at different times of the year. Thus, we know the global level of visitor satisfaction, to measure the result of the tourist management of the destination and to compare it with the main competitors.

The Tourism Sustainability Perception Index (PTSI) measures whether your destination and aspects related to sustainability are perceived as sustainable.

Sustainability has become the byword for a quality destination. The latest studies show that more and more travelers are looking to choose sustainable destinations and trips and are willing to pay more to ensure that they limit their impact on the environment and quality of life for residents. Visitors’ perception of the destination’s sustainability actions and policies is a key aspect both for the image of the destination and for the profitability and future stability of the tourism sector. If the destination and its companies do not get their efforts in favor of sustainable development perceived by visitors and potential visitors, the sector will see its activity reduced in the short term.

To maintain a high level of competitiveness in tourist destinations and promote tourism, knowing the opinion of visitors is key. Mabrian’s perception and satisfaction indexes help tourism managers to know the experience of visitors in their destination, identify their strong points and those aspects that have room for improvement.