In today's world, reviews are the go-to for genuine information about travel experiences. They also influence how businesses operate, what strategies they use, and even how they design their products and market them. Ignoring reviews is like ignoring your customers; no business can afford that.
Reviews are the heartbeat of the industry. They capture the real experiences of tourists and locals, ranging from dining in restaurants and staying in hotels to exploring walking tours and visiting museums. They often provide an honest look at what you might experience when visiting the same place. Photos, videos and general comments are encouraged across all review platforms, whether it's a restaurant, hotel or attraction. These visual and detailed elements help others get a better sense of the place or experience.
When dining at a restaurant, reviewers now share more than just a star rating. They are prompted to share information specifically about the food, service and atmosphere. They might mention if they dined in, had delivery or takeout, and what meal they enjoyed whether breakfast, lunch, dinner, or something else. They often recommend dishes and give insights on vegetarian options, dietary restrictions, parking, kid-friendliness and wheelchair accessibility. These detailed reviews help future diners know what to expect.
For hotel stays, reviewers provide ratings on their overall experience, the rooms, the service and the location. They share whether their trip was for business or leisure and who they travelled with - family, friends, a partner or solo. Descriptions might include whether the hotel felt luxurious, had a great view, was romantic, quiet, kid-friendly or high-tech. They also offer details about the room quality, nearby activities, safety, and any other noteworthy aspects. This helps future guests find accommodations that best meet their needs.
Activities and tours get the same treatment. Reviewers share their general experience, upload photos or videos, and specify when they visited whether it was a weekday, weekend or public holiday. They note how long they waited to enter and if buying tickets in advance is advisable. This information helps others plan their visits better.
An interesting aspect of these platforms is beta questions. These are experimental questions tested before becoming standard. Your answers to these might not be publicly displayed and may only be visible to you and other participants. The platforms might delete these answers after the experiment, ensuring only the most relevant questions are added permanently.
This move towards detailed reviews is driven by the fact that travellers today have higher expectations and want to know exactly what they are getting before spending their time and money. Detailed reviews give a more comprehensive understanding of an experience, reducing the risk of disappointment. Businesses benefit from this feedback as it provides clear, actionable insights into what they are doing well and where they need to improve, helping them tailor their offerings more closely to customer needs.
Moreover, this data is not just useful for travellers and businesses but also has significant implications for the tourism industry as a whole. By analysing trends and patterns in reviews, industry professionals can gain valuable insights into what travellers are looking for and how their preferences are changing. This information can be used to develop more effective marketing strategies and create experiences that better meet the evolving demands of travellers.
Recognising the potential of detailed review data, our R&D team has focused on modern machine learning techniques to harness this wealth of information. The Reviews Analytics (REtics) project, co-financed by the Malta Council for Science and Technology, is at the forefront of this effort. By developing tools that use Artificial Intelligence, REtics aims to make better use of review data, providing deeper insights and more effective solutions for the tourism industry. This innovative approach led to the creation of Polzify, a startup focused on offering services and building tools designed to enhance the use of review data for better insights.
In a sector where personal interaction is so important, we are finding ways to use technology to help service providers deliver better experiences to travellers. By utilising these detailed reviews and the insights they offer, we aim to improve the tourist experience, whether in the Maltese islands or beyond. As we continue to share our experiences, we collectively shape a more responsive and dynamic travel industry.
This article is based on the research project REtics (Review Analytics), which is financed by the Malta Council for Science & Technology, for and on behalf of the Foundation for Science and Technology, through the Fusion: R&I Technology Development Programme LITE. For more information visit https://www.polzify.com