Executive Summary
What millions of visitor reviews from a decade of visitor sentiment around the world tell us about the state of visitor experience and where the industry goes from here.
Your Star Rating is hiding the real story
Your visitors are not just rating you. They are writing detailed, emotionally precise accounts of every touchpoint in their experience, from the booking page to the exit gate. And when you break those reviews into individual remarks using AI, a very different picture emerges from the one your star rating tells you.
Disappointment outweighs anger 9 to 1. And the visitors who are most dangerous to your business are not the ones who complain. They are the ones who leave quietly, tell a few friends, and never come back.