If there is any industry that relies on positive customer experiences to succeed, it’s travel and tourism. Unlike day-to-day transactions like grocery shopping, dropping off a car for repair, or paying a mobile phone bill, when people are traveling, they expect a great experience.

An excellent customer experience has always been a focus for many organizations, but what has evolved over time is how companies measure that experience. It used to be that customer feedback was shared through suggestion boxes on the reception counter, but the rise of social media and review websites changed the way the hospitality industry listens to the voice of customer.

Now, guests aren’t just telling you what they thought of your hotel—they’re telling the world.

In response, companies must evolve their approach to not just listen to customers directly through surveys, but to include other indirect data sources so they can gain a holistic picture of the customer experience, and then take action to increase loyalty and grow the business!