Gran Canaria Tourism presents to the sector a study in which more than 200.000 comments and opinions from visitors are collected since 2021, prepared by the consulting firm Viviential Value, with 282 objects of analysis
The report highlights the absence of seasonality, with a high presence of positive evaluations outside the summer months, the relevance of the natural, commercial and cultural offer, compared to that of Sun and Beach, and offers an emotional photograph of the real customer experience in Gran Canaria that will improve the quality of the destination
Gran Canaria Tourism presented this Thursday, in the Tamadaba room of Infecar, the conclusions of the study on the Online Reputation of the destination, prepared by the consulting firm Viviential Value, and which with a sample of more than 200.000 comments and opinions on 282 study objects Within the sector, spread throughout the island, it gives a satisfaction index of 8,86 out of ten, one of the highest scores in the state, based on the experience that the visitor shows on social networks and in their opinions on digital channels. from Internet.
Rafael González is the consulting partner of Viviential Value and responsible for a report that, in collaboration with Turismo de Gran Canaria, analyzes a time period from 2021 to 2023 and “offers an emotional photograph of the destination, addressing the tastes and experiences of the client ”. The analysis does not consider sectors such as accommodation and restaurants as these have their own studies.
The report gives a satisfaction score of 8,86 points out of 10 and indicates, according to González, that “Gran Canaria's resources are used appropriately.” Furthermore, this highlighted, within the comparison with other continental destinations, the practical disappearance of seasonality in the volume of reviews on digital channels. “The percentage of opinions outside the summer months is the highest in the entire State. Which is fantastic and good news because it is the main objective of almost all destinations,” he said. The 2021 reputation index was 8,85 points. This was repeated in 2022 and rose to 8,94 points in 2023.
Previously, the managing director of Tourism of Gran Canaria, Pablo Llinares, was in charge of opening the event and introducing the object of study that aims to offer the sector a photograph of how it is perceived by the client that positions itself on networks and websites. He explained that the 2023 fiscal year closed with 4,3 million customers, which implies high occupancy and a 30% increase in customer spending compared to 2019. He also explained that the key to this result, when some of the Gran Canaria's main markets have not yet recovered, it is the success of market diversification, with some nationalities at historical highs. Last year, the island received 66% more French clients compared to 2019, for example, and signed the largest presence of British clients in its history, with a significant increase in client spending, and making the latter the largest market who visits our island.
Llinares indicated that this implies greater strength and solidity, by reducing dependence on specific markets. "Now we must pay special attention to what the client thinks, how they move, what motivates them or what priorities they have so as not to fall into complacency and continue improving as a destination," he said, considering that although the networks hide an unquestionable critical mass, It is very useful to have this data because “both we and the companies that make up this industry find a reflection of the customer experience, as well as the influence that a good grade can have on the arrival of new customers or repeat customers.”
Rafael González explained the report explores “that varied story that exists in Gran Canaria, and that not only has to do with the beach, but with culture, gastronomy, leisure, nature, etc. and explain what satisfaction rating users have given on digital channels.”
He highlighted that the interest of the tourist client goes far beyond the coasts and beaches of the island. 22% of the opinions focus on shopping, 17% on the cultural offer, 16% on the beaches and 11% on nature. The English and French markets are the ones that show the most satisfaction when they visit the destination, something unusual for the French customer, due to their experience, who find it more difficult to give a high score and consider that an 8 is already a high score.
The first conclusion, having more than 200.000 opinions, is that people leave this island wanting to explain how it went. They talk a lot but, in general terms, satisfaction is very high. This prescription lever of how clients value and share their experience on the island tells us that the client leaves very happy. We are talking about an online reputation index of 8.86 on a scale of one to ten, which reflects that many resources studied are above nine, such as Beaches, Culture, Nature, which means we are talking about a large volume of opinions, a high satisfaction and high prescription,” González assessed before considering the fact that in this type of digital publications, as in most social networks, it is very difficult for the consumer to score above nine.
Within the island offer, the positive evaluations of themes such as Nauticals stand out by sector, whose experience was evaluated with the highest score in the online analysis, with a 9,42. Nature products follow, with a 9,23. Behind, Playas with a 9,18; Culture, with a 9,03; Sport 8,93; or Gastronomy, with an 8,79. Curiously, the topic with the most comments is commercial, with a score of 8,32 and in which obvious possibilities for improving the quality of obsolete shopping centers have been detected. “The most common scores are usually an 8 or a 4, so it is very satisfying to see how in Gran Canaria the client scores above 9 in many cases,” said the specialist.
The event concluded with a participatory section in which possible actions and priorities were proposed to be applied by tourism businesses and the island's offer, to obtain or improve the online score, such as the recommendation to respond to both negative comments and positives or knowing how to position your listing or the online value of the business proposal.
“Having a positive score in satisfaction allows us to attract more customers and that depends on the user sharing on the Internet the positive information they have about their experience at the destination. What we have to do is encourage the satisfied customer to explain it and obtain a benefit without added investment,” highlighted Rafael González among his final recommendations.
