How is the impact of entertainment measured in tourism establishments? ReviewPro: Key concepts for understanding the data

In the tourism industry, online reputation has become a decisive factor for success. At Acttiv, we’ve always valued the feedback of our clients—and just as importantly, their guests—adapting the entertainment provided at the establishments where we operate to match visitors’ preferences, tastes and current leisure trends. In recent years, this has extended to the digital realm. A strong online reputation not only attracts new guests, but also fosters loyalty and encourages repeat visits.

Within this context, we fully understand the potential entertainment holds to enhance hotel and campsite reviews. In fact, the entertainment department is consistently among the top three highest-rated areas. That’s why we’ve partnered with the leading online reputation management tool to fine-tune our strategy and help our hotel and campsite clients across the Spanish coast stand out in an increasingly competitive market. You can find more information about the collaboration between Acttiv and ReviewPro here.

That said, while online reputation is a widely discussed topic, there are several key concepts that deserve deeper understanding—and we’d like to highlight some of them below.

What is online reputation and why is it important?

Online reputation is essentially the public perception of a brand or company based on the information available on the internet. In the tourism sector, this includes guest reviews, social media comments, blog and forum mentions, as well as ratings on platforms like TripAdvisor and Google Reviews. Online reputation is crucial because:

• It influences purchasing decisions: Potential guests read reviews and comments before making a booking.
• It improves SEO positioning: Positive reviews and user-generated content boost visibility in search engines.
• It encourages loyalty: A strong online reputation builds trust and long-term customer loyalty.

Key Indicators

Digital tools allow tourism businesses to effectively manage and enhance their online reputation. They rely on a series of key performance indicators to measure customer satisfaction and provide valuable insights that support informed decision-making. Some of the most relevant include:

Global Review Index (GRI)

The GRI is a global index that measures an establishment’s online reputation based on guest reviews. It is calculated using ratings and comments collected from various review platforms and is standardised on a scale of 0 to 100. This indicator is essential as it provides a general and comparative overview of a hotel or campsite’s performance in terms of guest satisfaction.

Important note about the GRI: Although the entertainment department is among the top three areas generating the most positive feedback, most major review platforms do not include “entertainment” as a specific category to rate. This can lead to the mistaken belief that entertainment services fail to meet expectations or even lower overall scores—when, in reality, the opposite is often true.

Guest Rating Score (GRS)

The GRS reflects the average rating given by guests in their reviews. It is a crucial indicator for understanding the overall perception of guest experience. A high GRS means that most guests had positive stays, while a lower GRS may reveal areas needing improvement.

Net Promoter Score (NPS)

The NPS is a metric that gauges how likely guests are to recommend a property to others. It is based on a single question: “On a scale from 0 to 10, how likely are you to recommend our hotel/campsite to a friend?” Respondents are categorised as promoters (9–10), passives (7–8) and detractors (0–6). The NPS is calculated by subtracting the percentage of detractors from the percentage of promoters. A high NPS reflects strong satisfaction and customer loyalty.

Review Volume y Review Response Rate

The volume of reviews and the review response rate are also key indicators. A high number of reviews suggests strong guest engagement, while a high response rate shows that the establishment values and addresses guest feedback—something that can improve brand perception and encourage loyalty.

Service Satisfaction Index (SSI)

The SSI measures guest satisfaction with specific services provided by the establishment, such as cleanliness, customer service, food and, of course, entertainment. This index is useful for identifying areas of improvement to enhance the overall guest experience.

Sentiment Analysis

Sentiment analysis is an advanced technique used by ReviewPro to assess the tone and emotion behind guest comments and reviews. By analysing keywords and phrases, it can determine whether feedback is positive, negative or neutral. This allows managers to better understand guest perceptions and make informed decisions to improve services.

Why integrate ReviewPro and reputation measurement tools into entertainment management?

By integrating ReviewPro into our strategy, we are able to explore data more thoroughly and from a perspective beyond Acttiv’s internal view. It also helps us identify strategic action points that contribute to our clients’ positioning and online reputation objectives.

Thanks to the insights provided by the tool—particularly the most valuable ones from guest comments—we can analyse the performance of the entertainment department with a holistic view, considering all factors that might influence results.

Through this collaboration, Acttiv achieves the perfect synergy between the data from our own measurement and analysis tools—such as the Digital PIA, Intranet and Power BI—and the insights provided by ReviewPro.

This combination of elements allows us to manage tourist entertainment from a more qualitative and personal perspective, complementing the quantitative and operational data we already gather at Acttiv about the establishments we work with—such as participation rates, top-performing activities by time slot, and more.

In short, this integration enables us to pinpoint areas for improvement on an individual basis for each property. By analysing guest reviews and key indicators, we can quickly identify where our entertainment services need refining. It also makes it easier to personalise the guest experience, as the data provided by ReviewPro allows us to continuously adapt our activities and entertainment programmes to match guest preferences and expectations. All of this is made possible thanks to ongoing monitoring.