Performance Tracking

The most comprehensive online tracking of traveller feedback in the Alpine region

At a time when communication is undergoing rapid and constant change, it is important to understand how guests perceive a particular destination.
For the first time, in collaboration once again with AI specialist Lumifai, we are offering a comprehensive and regular analysis – initially in German – covering both winter and summer.

63% of 14- to 49-year-olds book their vacations primarily online, leaving behind a lot of traces on the internet...

For young target groups in particular, a destination's brand image in the online world, especially on social media, is becoming an increasingly important factor in their choice of travel destination.

Using artificial intelligence, we capture the brand positioning of 60+ destination brands from a wide range of internet sources — from websites and travel portals to social media. We analyze the needs of travelers who interact with these brands or leave reviews.

Our report helps to improve your own brand positioning in light of different target group needs (e.g., by country or generation) and to recognize changes in the competition early.

A broad perspective rather than tunnel vision – the crucial difference

There are many social listening solutions available – and many of them can analyse individual brands in impressive detail. What has been missing, however, is a systematic view of the market as a whole. This is precisely where the new tracking comes in:
Instead of analysing a single destination in isolation, the entire Alpine region is assessed in parallel – using the same categories, the same metrics and the same sources. The result is reliable comparisons between regions, countries and direct competitors. Thus, the statement “We were mentioned 1,200 times” yields the far more valuable insight: “We are discussed twice as often as our main competitor – albeit in a more critical tone.”

We analyse travellers’ online communications and behaviour to identify areas where we excel compared to the competition:

-> What topics does the destination cover in the content on its website and social media (e.g. sport, relaxation, family, food and drink, etc.)?

-> What visual themes does the destination convey through images and video (e.g. mountain landscapes, wellness, cuisine, etc.)?

-> What attributes does the destination use to describe itself (e.g. glamorous, artistic, action-packed, quirky, ...)?

-> What needs does the destination address through its tone and communication (e.g. proximity, convenience, adventure, etc.)?

How do travellers perceive the destination online?

-> Digital sentiment from A to Z: interactions with
chatbots such as ChatGPT and Claude, blogs and forums, or review platforms like TripAdvisor and social media – we track all comments posted during the season and categorise them according to NPS logic

-> Comparability: previous season, competitors or national
average – across 14 topic categories and 37 sub-categories, you can see what travellers value about you online

-> Your own analyses: In the online dashboard, you can make customised comparisons and find out in which areas you are already among the top destinations

-> Detailed rankings: You’ll receive precise NPS scores across 14 topic categories and 37 sub-categories, each with a benchmark against your competitors and your country of origin – across social media, review platforms, AI searches, blogs and forums

-> Analysis & Context: In addition to the dashboard, you will receive a report of around 30 pages at the end of each season to help you understand the results

Four measurement areas.
One consistent score.

-> German-language content only. At present, only German-language mentions – reviews, posts, AI responses and articles – are analysed. This allows you to see how your guests from the DACH region perceive your business. We plan to add further languages in the future!

-> Four dimensions of measurement. Review sites, social
media, AI-powered searches and news/blogs/forums together form the digital reputation profile – no single dimension on its own provides the full picture.

-> Consistent methodology. Every mention is assessed using the same NPS classification methodology – channels can be directly compared, not just listed side by side.

-> From raw data to the score: think in terms of 37 attributes across 14 categories. Each mention is mapped to specific topics using an LLM classification process – and categorised as a promoter, passive, detractor or neutral.

-> Reputation Score 0–100: Ratio-based: (Promoters + 0.5 × Passives) / Total × 100. This allows for direct comparison between destinations and channels.

-> Statistically smoothed: Empirical Bayes shrinkage relative to the respective industry mean prevents over-interpretation of small cells.

Management

-> Progress even with a small advertising budget:
With our KPIs that go beyond mere "awareness," you can track the organic attractiveness of your brand in the competition.

-> High-level overview:
Instead of CPC, engagement rate, and so on, you have three clear metrics in a simple traffic light color system: attractiveness, differentiation, and consistency.

-> Quickly identify trends:
By analyzing the communication of over 60 destinations, it's easy to spot when the competition is setting new priorities in how they address travelers.

Brand Manager

-> Time savings:
Instead of using different tools, we capture all communication channels in one place — from posters to social media.

-> Bridge between strategy and day-to-day work:
Developing your brand strategy was expensive — our tracking ensures that it is reflected in every communication touchpoint.

-> Data-driven creative work:
Target group preferences, communication priorities, etc.—our reporting provides the data-based status quo for internal persona workshops, strategy meetings and more.

Social Media -Manager

-> Inspiration:
The fully automated tracking of competitor communication provides concrete post ideas that can be adapted for your own brand.

-> Translating strategy:
You want to reach Generation Z, but how? By measuring which themes, motifs, and so on are attractive to different target groups, we offer measurable recommendations for compelling communication content.

-> Interactive:
Thanks to our tracking software, competitors can be compared individually and in detail, exactly as needed.

Continuous data collection

Comments, searches and reviews on social media, forums, blogs and news sites, review platforms and AI agents such as ChatGPT or Claude.

Easy calibration

between seasons, thanks to standardised NPS measurement logic.

Comparison with benchmarks

different countries, competitors or regions.