Back to all cases

Using Generative AI to Understand Guest Feedback

We applied generative AI within the client’s data platform to analyse large volumes of feedback, turning unstructured text into clear, actionable insight.

The situation

The client held years of guest feedback across multiple properties. Millions of words, rich with insight, but effectively unusable at scale.

The opportunity

On Data already understood the client’s data environment and priorities. That meant generative AI could be applied in a focused, controlled way to surface insight quickly.

How we made it happen

We used Snowflake’s built-in AI tooling (Cortex) to process and summarise all the guest feedback. This created clear, high-level themes while also allowing teams to drill into specific areas such as food and beverage, health and wellness, or service issues.

This enabled the client to understand key trends and to focus on the most actionable feedback.

What changed

  • Customer service teams could quickly navigate years of guest feedback
  • Specialist teams could filter guests by specific issue or interest
  • Trends and recurring issues became visible at scale
  • Feedback moved from static text to a usable decision-making input

Why it matters

Guest feedback only creates value when teams can act on it. By making large volumes of qualitative data easy to understand and explore, the client was able to directly affect the business by focussing on the most actionable feedback.

Tech Stack

Other projects we’ve worked on

More Accurate Forecasts

More Accurate Forecasts

We introduced a new forecasting approach that allowed revenue and occupancy forecasts to account for special events alongside normal demand patterns.
Address Data Clean-up

Address Data Clean-up

We built an automated data-cleaning solution to standardise and validate customer contact details, making location and address data reliable for analysis.
Excel-Based Tool for Forecasting and PlanningExcel

Excel-Based Tool for Forecasting and Planning

We rebuilt the client’s forecasting tool using modern direct integrations, simplifying workflows while improving performance and protecting IP.

Ready to elevate your business?

Booking a free 30-minute consultation today is your first move towards unlocking your business’s full potential. We’re here to listen, answer your questions, and explore how our expertise can drive your success.