Data Appeal partners with Destination Think to 'revolutionise' global tourism sentiment

Move will combine Data Appeal’s AI-driven sentiment analysis and Destination Think’s leadership in regenerative tourism

The Data Appeal Company, part of Almawave Group, and Destination Think, creators of the Tourism Sentiment Index (TSI), have formed a global partnership.

It's aimed at transforming tourism by enhancing destination sentiment and driving sustainable growth – combining Data Appeal’s expertise in AI-driven sentiment analysis and Destination Think’s leadership in regenerative tourism.

The partnership will expand Destination Think’s reach in Europe while helping Data Appeal enter North America and Oceania.

By collecting data from over 130 online sources, Data Appeal provides granular insights on traveler perceptions, from local attractions to safety and inclusivity, to create a Sentiment Score.

These insights help destinations improve visitor experiences and address key areas of development.

The firms said this partnership "paves the way" for innovation in how destinations analyse, measure and benchmark traveler and resident feedback in real time. 

By integrating Data Appeal’s proprietary algorithms with Destination Think’s strategic insights, tourism boards can not only track sentiment but also predict future trends, allowing them to stay ahead of the curve in an increasingly competitive landscape. 

This predictive capability gives destinations the opportunity to proactively improve services and experiences before issues arise, further enhancing visitor satisfaction and long-term loyalty.

Hannah Babineau, head of partnerships and business development at Data Appeal, said: "We’re thrilled at this partnership and honored to collaborate with Destination Think, as they have always been at the forefront of sustainable, effective and positive tourism growth. 

"We’re excited to share that we’ve kicked off our partnership by entering into new markets and working with top-notch destinations around the globe from Big Bear, California to Tropical North Queensland, Australia and Lancaster, UK”.

Rodney Payne, CEO of Destination Think, added: “Today’s tourism destinations gain a competitive edge from the insights provided by sentiment analysis, particularly with robust data about sustainability. 

"Finding common direction to tackle the most important challenges facing tourism is much easier when destination managers can share measurements and insights with stakeholders. We are proud to partner with Data Appeal to provide travel leaders with the modern tools they need to responsibly steward the places they and their visitors love," he said.

“Today’s tourism destinations gain a competitive edge from the insights provided by sentiment analysis. At a time when strong collaboration is vital, these insights also help destination managers rally local stakeholders and celebrate wins. 

"We are proud to partner with Data Appeal to provide travel leaders with the modern tools they need to steward the places they and their visitors love."