The report presented in the first week of April by Portugal’s Planeamento e Desenvolvimiento do Turismo (IPDT) has triggered differing reactions. The newspaper’s headline is powerful: «Lisbon and Oporto register more tourist pressure than cities such as London, Paris or Barcelona».
The IPDT’s study establishes comparisons between the number of tourists that these cities receive and their inhabitants. For example, Lisbon receives 9 visitors per year per resident; Oporto, 8. Other reference destinations like Barcelona or London receive between 4 and 5 tourists per inhabitant, reflecting lower tourism pressure than the Portuguese capitals, using this calculation method.
Is this pressure causing an impact on visitor satisfaction for the capital of the country that in 2017 was named best tourist destination in the world (World Travel Awards)? How can we measure the effects on the satisfaction of customers who choose to spend their holidays in the most successful cities?
The Travel Intelligence tool developed by Mabrian Technologies allows, among others, to evaluate tourists’ perceptions in their destinations, with indexes that are calculated based on real mentions and comments on the main Social Networks and review platforms. An open-market and in real-time study that evaluates the spontaneous opinions of hundreds of thousands of users.
Between 1st January and 8th April 2018, Mabrian’s platform has analysed over 398,000 tourist mentions related to Lisbon. Filtered through the platform’s own algorithm, developed over more than 6 years, specialised in Natural Language Processing techniques (PNL) and endowed with Artificial Intelligence, Mabrian offers reliable indicators about the tourist perception in aspects such as tourist products and attractions, climate and security perception, as well as hotel satisfaction.
The Global Satisfaction Index (GTPi) in Lisbon rates 86.45 points out of 100, in the studied period, a scale that overtakes London (81.93 points, based on 3,200,000 mentions), and Barcelona (83.09 points based on 1,030,000 mentions). In the tourist Product Satisfaction Index (TPi), the difference is more noticeable: tourists’ reviews rate Lisbon with 78.39 points, Barcelona with 68.95 and London with 66.67.
Mabrian’s indexes offer a deep and very segmented knowledge of users’ interests in relation with the destination and allow to monitor their reviews. This observation of behaviour and trends around the world is made possible from both transactional and online behaviour data collected from stable and reliable sources, covering the complete cycle of the tourist experience. The analysis done through these tools allows detection and forecast of market dynamics that might otherwise go unnoticed. Mabrian provides robust support for the traditional study methods, that favours strategic decision making by minimising the margin of error.