5 Survey Questions That Give Tourism Operators Feedback They Can Actually Act On

Getting useful feedback from customers is harder than it sounds. Ask too many questions and people don't start. Ask the wrong questions and you get responses too vague to act on. Ask the right questions — concisely and at the right moment — and you get a clear picture of what's working, what needs fixing, and what your customers actually want next.

Here are the five questions Yonder recommends for tourism operators who want feedback that drives real improvement.

‍

Pro Tip: Keep It Short — Always

Before diving into the questions themselves, the most important principle is brevity. A long survey is a survey people don't complete. Yonder's Reviews and Survey tool is designed for maximum response rates — which means keeping things quick, clean, and easy to answer on a mobile device. The average Yonder survey achieves over a 30% completion rate, compared to the 2–5% of customers who leave public reviews unprompted. That's only possible because the experience of completing it feels effortless.

With that in mind, here are the five questions that deliver the most value per question asked.

Question 1 — How Likely Are You to Recommend Us?

This is the classic Net Promoter Score question, and for tourism businesses that rely heavily on word of mouth, it gets straight to the heart of what matters most: are you delighting customers enough that they'll recommend you to friends and family?

The NPS score gives you a single, trackable number that benchmarks your performance over time and against industry standards. For tourism, the international benchmark sits at around 32–40 — anything above 50 is genuinely exceptional. Yonder tracks your NPS automatically with every survey response, connected to your booking data, so you can compare performance by product, location, season, and team.

EasyHike, for example, has maintained an NPS of 90 — with 95% of customers giving five stars. That's not just a feel-good number; it's a signal of what to protect and replicate as the business grows.

Question 2 — Is There Anything Specific We Could Do to Improve Your Experience?

Even your happiest customers may have thoughts on how you could do better — but they won't volunteer them unless you ask directly. This question is carefully phrased to invite constructive ideas rather than emotional recounting of what went wrong. You're looking for actionable improvement suggestions, not a vent.

Yonder's AI Smart Summaries automatically surface patterns in these open-ended responses each month — so if ten customers in a row suggest the same small improvement, you'll see it immediately rather than discovering it buried in individual responses months later.

Question 3 — Would You Be Interested in [New Feature or Service]?

One of the most common reasons internal projects fail is that businesses didn't validate the idea with customers before investing in it. This question uses your most engaged audience — customers who've just experienced your product — to sense-check business decisions before you make them.

If you're considering adding a new tour, changing your pricing structure, or introducing an add-on, this is your most cost-effective form of market research. You can also flip the question if you're considering removing something: "How valuable was [feature or service] to you during your experience?"

Question 4 — How Easy Was It to Book With Us?

Only a fraction of enquiries convert to bookings — which means friction in the booking process is costing you revenue you never see. This question gives you a direct line to understanding where the process is letting potential customers down.

The responses often surface unexpected barriers: a confusing step in the online checkout, a lack of information at a key decision point, or a gap between what your website promises and what the booking process delivers. Use the answers to improve your conversion rate at the source rather than guessing where the drop-off is happening.

If your customer acquisition model is different — consultations, group bookings, corporate inquiries — rephrase accordingly: "How easy was it to arrange your experience with us?"

Yonder's AI Chatbot and AI Voice Agent also help reduce booking friction in real time — answering questions instantly across chat and phone 24/7, so visitors never abandon the process simply because they couldn't get an answer when they needed one.

Question 5 — How Did You Hear About Us?

If you haven't already captured this at the point of booking, your post-experience survey is your last chance to gather structured data on which marketing channels are actually driving customers to your door.

This question is most useful when you offer multiple choice answers — because most customers encounter your brand several times across different channels before making a decision, and each touchpoint contributes to their choice. Forcing a single answer can miss the full picture.

Pay particular attention to word of mouth responses. One operator Yonder worked with took this a step further — asking specifically who referred them, which allowed them to build a clear picture of their most valuable referrers and thank them personally or reward them with gifts based on the value they'd contributed to the business.

Put Your Feedback to Work

Collecting the right feedback is only half the equation. Yonder's Reviews and Survey tool connects every response to booking data — so you always know which customer, which product, and which experience generated each piece of feedback. AI Smart Summaries surface monthly patterns by topic. Team mention tracking identifies how individual staff members are perceived. And the review showcase widget turns your best five-star feedback into a live conversion tool on your website.

The result is a feedback system that doesn't just tell you how you're doing — it tells you exactly where to focus next.

Want to see how Yonder's survey tool works for your tourism business? 👇