They say experience is the best teacher—but for a travel agency, nothing beats customer feedback.

Did you know that 89% of travelers read online reviews before booking tours or activities? A single positive review can inspire countless new bookings, while constructive feedback helps refine services, enhance guest satisfaction, and build brand trust.

But asking for feedback isn’t just about gathering opinions—it’s about unlocking actionable insights that drive growth, identify pain points, and improve guest experiences.

In this article, you'll discover practical strategies for collecting valuable feedback, the best timing for your requests, and effective questions that generate actionable insights for your tour company.

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How to Ask for Customer Feedback Effectively

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Getting meaningful and constructive customer feedback requires a thoughtful approach. For one, avoid long-winded messages and always add a personal touch to show you value their individual experience. Below are some effective strategies to make feedback collection seamless and valuable..

Keep It Short and Friendly

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Customers appreciate straightforward requests and easy-to-complete feedback requests. Your forms should take less than 5 minutes to complete and include the customer's name while referencing specific details about their tour experience.

Here are a few effective scripts:

• "[Customer Name], we loved having you on our tour! What was your favorite part of the experience?"
• "Thanks for joining us! We’d love to hear about your experience. How did we do?"
• "Your feedback helps us improve! What stood out to you the most?"

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Remember, a savvy tour operator personalizes feedback requests for repeat customers by mentioning their previous experiences.

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Offer Multiple Feedback Options

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Not everyone prefers the same method of communication. Some travelers prefer online surveys, while others may feel more comfortable providing feedback via email, direct messages, or testimonials on your website. Make sure to provide multiple channels to make leaving feedback convenient.

Consider these other feedback collection options:

• QR codes on printed materials that link directly to your Google Reviews page
• Digital surveys sent via email after the excursion
• Feedback cards distributed during the final moments of your city walking tour
• Verbal check-ins from your tour guide throughout the experience

Use Open-Ended Questions

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Yes/no questions limit the information you receive and don’t always provide actionable insights. Open-ended questions encourage guests to share meaningful insights rather than just rate their experience.

So, instead of asking, "Did you enjoy the tour?"
Try "What aspects of the tour did you enjoy most?"

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Encouraging customers to describe their experiences in their own words helps you identify strengths, areas for improvement, and opportunities to enhance future tours.

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When to Ask for Customer Feedback

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The timing of a feedback request can greatly impact the quality and quantity of responses. Asking at the right moment ensures guests provide more accurate, detailed, and useful insights, helping businesses refine their services and enhance guest satisfaction.

Consider the key moments listed below when requesting feedback.

Right After the Experience

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The best time to ask for feedback is immediately after the tour, when emotions and details remain fresh in the customer's mind. 

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Tour guides can casually prompt guests before they leave, using phrases like:

• "We hope you had a great time! Would you mind leaving us a quick review?"

• "Your feedback means the world to us. If you have a moment, we’d love to hear your thoughts."

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It’s important to make the request feel natural, not forced, to encourage honest responses.

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Follow-Up Through Email or SMS

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If guests don’t provide feedback on-site, a follow-up message within 24–48 hours is a great way to gather reviews while the experience is still top-of-mind. 

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A well-crafted follow-up message should be short and engaging.

• "Thank you for joining us on our tour! Your feedback helps us improve. Please take a moment to share your experience: [Review Link]"

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To minimize friction in the feedback process, include direct links to your preferred review platforms.

Social Media and Online Reviews

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A smart marketing strategy encourages customers to leave reviews on social media platforms. Instagram posts and Facebook reviews boost credibility and serve as social proof for potential customers.

You may also consider offering small incentives like discounts on future bookings or entry into quarterly giveaways for customers who leave reviews.

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Examples of Customer Feedback Questions for Your Tours and Activities

When customers are prompted to recall specific moments, they offer more valuable feedback that can help businesses improve their services.

These categories and examples will help guide your feedback collection:

General Experience

• "How would you describe your overall experience?"
• "What made this tour memorable for you?"
  
  

Tour Guide Performance

• "Did your guide provide interesting and valuable insights?"
• "Was your guide engaging and approachable?"

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Logistics and Organization

• "Was the booking process straightforward?"
• "Did the tour start and end on time?"

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Areas for Improvement

• "What could we improve for future guests?"
• "Were there any challenges or inconveniences during your tour?"

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What to Do with the Customer Feedback You Receive

Collecting feedback is just the first step—the real value comes from analyzing it, implementing changes, and tracking improvements. Feedback should be seen as a powerful asset for continuous improvement rather than just a box to check.

Now, collecting feedback is only the first step. Here’s what you do next:

Analyze Responses – A data-driven tour company analyzes customer feedback to improve experiences. Look for recurring themes in customer comments. If multiple guests mention that your ghost tour runs too long, consider adjusting your route or pace. This optimizes future tours using guest suggestions.

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Implement Changes – Address pain points, refine services, and enhance customer experience. If multiple customers mention that your food portions are too small, don't just note it. Schedule a tasting session with your team to recalibrate portion sizes at each stop. This enhances tour quality based on feedback insights. 

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Track Progress – A forward-thinking tour operator monitors online reviews and responds promptly. Regularly review customer comments and ratings after making changes to ensure improvements align with guest expectations.

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Engage with Customers – Acknowledge feedback by responding to reviews, thanking customers, and informing them of improvements. Additionally, celebrate improvements resulting from customer suggestions to create a feedback culture within your team. This will reinforce the value of the feedback process and encourage staff to remain receptive to guest input.

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Key Takeaways

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• Keep feedback requests short, personalized, and easy to complete.
  
• Ask for feedback immediately when emotions and details are fresh or follow up within 48 hours.
  
• Offer multiple feedback methods to accommodate guest preferences.

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Frequently Asked Questions (FAQs)

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How Often Should I Ask for Customer Feedback?

It depends on the type of tour. Daily tours can collect frequent feedback, while specialty tours may benefit from periodic surveys.

How Do I Handle Negative Feedback from Customers?

Respond promptly to critical reviews, acknowledging the customer's concerns without becoming defensive.

Then, thank the customer for their honesty, explain any relevant context, and share specific steps you're taking to address their concerns. When possible, follow up privately to demonstrate your commitment to improvement.

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How Should I Communicate Changes to My Customers Based on Their Feedback?

A thoughtful tour company acknowledges customer feedback with appreciation posts through their newsletter, social media channels, and website updates. Say something like:

"You spoke, we listened! Based on your feedback, we've extended our canyon tour by 30 minutes to allow more time for photography at scenic overlooks."

This communication shows customers you value their input and are committed to creating exceptional experiences.

Did you know that Gen Z now makes up nearly 40% of global travelers? Unlike millennials or baby boomers, this generation is reshaping the travel industry with its tech-savvy, eco-conscious, and experience-driven approach. 

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Gen Z travelers don’t just browse travel websites—they discover destinations through TikTok, Instagram, and YouTube. Social media is their go-to research tool, making influencer marketing and digital engagement essential for tourism brands.

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So, what drives Gen Z’s travel decisions in 2025? This guide uncovers emerging trends, key statistics, and strategies to help businesses connect with this experience-driven generation.

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How Is Gen Z Shaping the Future of Travel?

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Unlike millennials, who often seek luxury stays, Gen Z prioritizes affordability without sacrificing authenticity. Instead of five-star resorts, they opt for hostels, eco-lodges, and locally owned rentals—customizing itineraries for unique, offbeat experiences.

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For travel businesses, this presents a major opportunity. Gen Z’s commitment to sustainability and local engagement benefits destinations that support small businesses and local artisans. Hotspots like Lisbon, Portugal, and Bali, Indonesia, have capitalized on this with eco-friendly travel experiences and immersive local activities.

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Gen Z is also driving travel trends through viral content, digital nomadism, and work-from-anywhere lifestyles, redefining how tourism operates.

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Gen Z Travel Trends 2025

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Now that we understand how Gen Z is shaping the travel industry, here are the top Gen Z travel trends for 2025 you should know. 

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Preference for Budget-friendly and Value-driven Travel

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Gen Z is more budget-conscious than previous generations, but they still prioritize meaningful travel experiences over luxury. According to a recent study, over 82% of Gen Z travelers prioritize affordability when booking trips.

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"I love finding hidden gems and exploring destinations through social media inspiration," says Jake, a 24-year-old traveler. "I’d rather stay in a hostel or home rental than spend money on a fancy hotel."

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For travel agencies and tour operators, this shift means offering affordable yet immersive experiences—combining cost-effective travel options with authentic cultural activities.

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Interest in Sustainable and Responsible Tourism

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Sustainability is no longer an afterthought—it’s a priority. Over 56% of Gen Z choose destinations that implement strong environmental practices. 

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Eco-friendly hotspots like Costa Rica and Norway lead the way with carbon-neutral accommodations, plastic-free tourism, and wildlife conservation initiatives. Tour companies that emphasize ethical tourism and sustainability are seeing higher engagement from Gen Z travelers who prefer responsible travel choices.

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High Reliance on Social Media and Digital Influencers

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Gen Z spends an average of 2 hours and 43 minutes per day on social media, making platforms like TikTok, Instagram, and YouTube their go-to sources for travel inspiration.

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They don’t just search for destinations—they trust influencer recommendations to shape their itineraries. Studies show that 84% of Gen Z travelers use social media for travel inspiration and share travel experiences online. 

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A great example is Iceland’s “Inspired by Iceland” campaign, which increased searches for “Iceland” by 164%, showcasing the power of social media in travel marketing.

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For tourism businesses, partnering with influencers and creating shareable content can significantly increase engagement and brand visibility.

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Demand for Unique, Immersive, and Adventure-heavy Experiences

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Gen Z values adventure travel, spontaneity, and personalized itineraries more than ever. A 2025 report found that 68% of Gen Z travelers prefer adventure-based vacations, such as hiking, scuba diving, and cultural immersion experiences.

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"Last summer, I skipped the usual tourist spots and went backpacking through the Dolomites. It was incredible—experiencing local culture through immersive activities, meeting new people, and pushing myself beyond my comfort zone," says Ana, a 22-year-old adventure traveler.

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As this trend grows, tour operators and travel brands that offer customizable, immersive, and experience-driven trips will attract more bookings from this adventure-seeking generation.

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Declining Travel Trends Among Gen-Z

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While Gen Z is shaping the future of travel, certain travel trends are declining due to economic challenges, work commitments, and shifting priorities. Let’s explore some of these trends:

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Financial constraints

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With 79% of Gen Z prioritizing savings, rising costs are making international trips less accessible. Many opt for budget-friendly getaways, local experiences, and road trips over expensive long-haul travel.

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Work and education commitments

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Although Gen Z values spontaneity and flexibility, work and school limit extended vacations. This has led to a rise in “micro-cations” (short 3-4 day trips) and “bleisure” (business + leisure) travel, where Gen Z mixes work and tourism.

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Safety and geopolitical concerns

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Global instability has shifted Gen Z’s travel priorities toward domestic travel, budget-friendly stays, and secure destinations.

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Gen Z Travel Statistics: What the Data Shows

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The data below highlights Gen Z’s key travel behaviors, booking habits, and top destinations for 2025.

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• Gen Z takes almost five trips a year on average
• 90% use social media for travel inspiration.
• 80% book trips using mobile apps and digital wallets.
• 56% prioritize sustainable and responsible travel choices.
• 59% prefer adventure-based experiences over sightseeing tours.

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Top Travel Destinations for Gen Z

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1. Bali, Indonesia – Budget-friendly, vibrant nightlife, and digital nomad community.
2. Lisbon, Portugal – Sustainability-focused, great for remote work.
3. Tokyo, Japan – Unique cultural immersion and tech-driven travel experiences.
4. Tulum, Mexico – Wellness-focused and self-care travel experiences, eco-conscious resorts.
5. Reykjavik, Iceland – Adventure travel, sustainability, and scenic landscapes.

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How Can Tour Operators Attract Gen Z Travelers?

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To attract Gen Z travelers, tour operators must focus on affordability, immersive experiences, and seamless digital booking. Leveraging social media, AI-driven tools, and sustainable travel options will enhance engagement and drive bookings.

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Offer Affordable Yet Unique Experiences

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Gen Z prioritizes affordability and cost-effective travel options but values authenticity. Tour operators should:

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• Create budget-friendly travel packages with a strong focus on local culture and community engagement.
• Offer flexible, customizable experiences that allow spontaneous bookings.
• Highlight off-the-beaten-path experiences rather than generic tourist spots.

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Create Social Media-Friendly and Shareable Moments

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Gen Z travelers document their journeys through social media, making shareability a key factor in their trip choices. Tour operators should:

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• Encourage short-form video content by designing Instagrammable, TikTok-worthy experiences.
• Use AI-driven apps & digital itineraries that let travelers track and share their journeys in real-time.
• Incorporate meaningful activities like volunteer tourism, allowing travelers to connect with local communities while sharing impactful moments.

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Utilize Technology for Seamless Online Booking

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Gen Z books trips using mobile apps and digital wallets, expecting instant, hassle-free transactions. Tour operators should:

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• Ensure a mobile-optimized, user-friendly booking system that supports Apple Pay, Google Pay, and cryptocurrency payments.
• Leverage AI-driven chatbots and automated recommendations for a personalized booking experience.
• Offer loyalty perks, referral discounts, and gamified incentives to encourage repeat bookings.

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Key Takeaways

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• Gen Z travelers prioritize affordability, sustainability, and immersive experiences.
• Social media and influencers shape travel decisions, making digital marketing key.
• Eco-friendly tourism and ethical travel choices drive destination appeal.
• Tour businesses must leverage technology, AI-driven travel tools, and mobile-friendly booking platforms.

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Frequently Asked Questions

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What type of travel experiences appeal most to Gen Z?

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Gen Z loves adventure travel, wellness tourism, and authentic cultural experiences. They prefer activities that let them experience local culture through immersive activities and prioritize destinations with eco-friendly practices.

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What are the most popular destinations for Gen Z travelers?

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Gen Z discovers new destinations through influencer recommendations and prefers places like Bali, Lisbon, Tokyo, Tulum, and Reykjavik.

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What are Gen Z’s preferred booking methods?

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Gen Z books trips using mobile apps and digital wallets, relying on platforms like Airbnb, Skyscanner, and Google Travel.

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Do Gen Z travelers prefer solo trips or group travel?

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Gen Z loves both. Many prefer solo travel for independence and adventure, but group trips remain popular for shared experiences and affordability.

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By adapting to Gen Z’s consumer preferences, travel businesses can capture this growing market and drive long-term success in the tourism industry.

Struggling to get your tours noticed online? With so many operators competing for attention, standing out can feel impossible. 

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Google Things to Do (GTTD) displays travel experiences and attractions in search results. Therefore, it’s easier for customers to find and book activities directly. 

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It integrates with Google Search and Google Maps to place your business where travelers search for activities.

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What is Google Things to Do?

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Google Things to Do optimizes search visibility for travel businesses by ranking experiences based on relevance, pricing, and user engagement. It prioritizes high-quality listings in Google Search and Google Maps.

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For example, when a user searches for a destination like the Eiffel Tower, Google Search lists activities, tours, and points of interest. It will also show tickets and guided experiences from various operators. 

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This ensures great booking experiences by allowing travelers to complete their itinerary planning without leaving the platform.

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How Google Things to Do Works

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Google Things to Do uses AI-powered tools to categorize attractions: type, location, and popularity. 

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Using these categories ensures that relevant experiences appear in Google Search and Google Maps. It ranks listings based on relevance, user engagement, pricing, content, and customer feedback to prioritize quality experiences.

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Building on this, Google’s algorithms factor in reviews, ratings, and booking activity to give trusted operators better visibility. 

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It tracks user interactions to enhance search results so tours with higher bookings and reviews improve ranking in search results.

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Google Things to Do also automates listing updates through structured data markup. This ensures pricing, availability, and inventory stay current. 

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Operators who optimize their Google Business Profile and provide direct links to official ticketing partners gain higher search rankings and conversion rates.

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Key Features of Google Things to Do

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One of the key features of Google Things to Do is the modules. Each module enhances user experience by providing structured listings so customers can explore, compare, and book activities. 

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• The Attractions Booking Module streamlines the booking process for attractions to allow customers to compare pricing, availability, and offers.

• The Operator Booking Module (OBM) provides direct links to official ticketing partners, so operators can manage direct bookings efficiently.

• The Experiences Module showcases free and paid activities based on location.

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To learn more about the benefits of Google Things to Do for your tour operator business, go through this guide on AI in the tourism industry. 

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How Do Tour and Activity Providers Benefit from GTTD?

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Here are the key benefits of using GTTD and how it can help grow your business.

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Increased Exposure 

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GTTD monetizes travel-related searches through paid placements so businesses can boost visibility with targeted ads. 

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At the same time, it improves organic reach by listing activities, tours, and points of interest directly in Google Search.

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Integrating GTTD into a marketing strategy enhances search visibility and drives traffic. 

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When combined with Google Ads, an optimized business profile, and strong reviews, operators attract more users and increase conversions.

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Direct Bookings 

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Customers can book directly without switching platforms or relying on third-party sites for a more efficient process. 

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The integrated booking module leads to fewer abandoned carts and higher conversion rates. As it provides direct links to office ticketing partners, operators see more direct bookings as the streamlined process builds trust and enhances user experience.

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The ability to do direct bookings is powered by AI. This has been influential in the tourism industry. For direct bookings, you can use advanced AI tools as a tour operator and improve customer experience. 

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High Revenue Potential

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Increased exposure and direct booking capabilities translate into higher revenue for operators. This eliminates the need for costly third-party commissions. 

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Lower fees mean businesses retain more profit while benefiting from AI-driven pricing strategies that adjust offers based on demand and search trends. 

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Operators leveraging this platform can capitalize on higher visibility, optimized pricing, and streamlined booking to drive consistent revenue growth. 

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Enhanced Credibility and Trust 

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User reviews and ratings on GTTD showcase real customer experiences. This reinforces trust in operators. 

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Google’s association adds further legitimacy, as travelers are more likely to book tours and activities listed on a trusted platform. 

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Actively manage reviews, respond to feedback, and optimize Google Business Portfolio to build brand reputation and attract more customers.

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Actively managing reviews, responding to feedback, and optimizing Google Business Portfolio will build stronger brand reputations and attract more customers.

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Getting Started with Google Things to Do

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Setting up Google Things to Do is simple. Here are some simple steps to follow. 

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Claim Your Google Business Profile 

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Follow the steps below to claim your Google Business Profile:

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• Go to Google Business Profile.

• Sign in with a Google account.

• Claim an existing business listing or create a new one if it doesn’t exist.

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The profile acts as a central hub for essential business details to ensure accurate location, pricing, availability, and contact information. 

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Once claimed, verify your profile via phone, email, or postcard to confirm legitimacy. After verification, optimize your listing by adding high-quality images, engaging descriptions, accurate pricing, and booking links. 

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Optimize Your Google Things to Do Listings

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A strong Google Things to Do (GTTD) listing grabs attention and ranks higher in Google Search when optimized correctly. 

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Here are tips to optimize your listing:

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• Use clear, vibrant photos that showcase tours and attractions in action.

• Write descriptions of unique experiences and include key details, and relevant keywords.

• Leverage verified customer reviews to build trust, enhance credibility, and encourage more bookings.

• Keep pricing, availability, and itinerary details updated.

• Add FAQs, tour highlights, and call-to-action buttons.

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How to Integrate with Google Things to Do

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Integrating with Google Things to Do puts your tours in front of the right audience. Here are ways to become a Google Partner and use a booking system for effective management.

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Become a Google Things to Do Partner

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Operators who want to be a Google Partner require a verified Google Business Profile. They also need a supported booking system and compliance with Google's content and data policies. 

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Here’s what the process looks like: 

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• Apply through Google’s official partner network to begin the integration process.

• Integrate with an approved API or booking module to enable seamless data sharing.

• Ensure real-time updates for pricing, availability, and reservations to maintain accuracy.

• Achieve verified partner status for seamless data synchronization and better search rankings.

• Boost visibility on Google Search and Google Maps for more direct bookings.

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Connect with a Booking System for Seamless Integration

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A booking system like PeekPro streamlines reservation management with real-time updates, automated scheduling, and dynamic pricing. Integration with Google Things to Do syncs inventory and prevents double bookings.

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AI-driven tools optimize pricing, track sales trends, and boost revenue. Seamless GTTD connectivity keeps availability, pricing, and booking details updated across Google Search and Google Maps.

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Operators also gain centralized data management to handle reservations, track performance, and refine marketing strategies with ease.

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Key Takeaways

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• Using GGTD maximizes visibility and direct bookings because tours, attractions, and experiences are placed directly in Google Search and Google Maps. 

• Increased revenue and optimized pricing from AI-drive pricing strategies and attract high-intent customers which leads to higher sales and better profit margins.

• Integrating GGTD increases brand credibility and trust by showing user reviews and ratings.

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Frequently Asked Questions

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How do I list my tours and activities on Google Things to Do?

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To list tours and activities on Google Things to Do, operators must first claim or create a Google Business Profile here. After verification, they need to integrate with a Google-approved connectivity partner or a supported booking system like Peek Pro to sync pricing, availability, and reservations seamlessly. 

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For a step-by-step guide, visit Google’s official setup guide.

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Is Google Things to Do free for tour operators?

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Yes, Google Things to Do offers free listings for business profiles. However, operators can invest in Google Ads for enhanced visibility and traffic. While the basic service is free, paid advertising campaigns can help businesses stand out and attract more bookings.

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How can I optimize my listings for better visibility?

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To optimize Google Things to Do (GTTD) listings, use high-quality images, keyword-rich descriptions, and clear pricing to attract bookings. Verified reviews boost trust and rankings, while strong call-to-action links streamline bookings.