Through a combination of industry‑standard measurement tools, ongoing research, and direct guest engagement, we gather insight into how visitors feel before, during, and after their stay. These learnings guide our planning, influence product development, and help our trade partners deliver exceptional experiences across the islands.
One of the key indicators we monitor is our Net Promoter Score (NPS), a globally recognised metric that reflects the likelihood of visitors recommending Guernsey to others. Visitors leaving the island by plane or ferry are asked how likely they would be to recommend Guernsey to a friend or relative (as a score out of 10, with 10 meaning very likely).
By using NPS we gain a clear, benchmarkable measure of advocacy, and tracking our score over time enables us to identify strengths, pinpoint emerging trends, and spot opportunities to enhance our destination offer. It also gives our industry partners a reliable gauge of how well we are collectively meeting visitor expectations.
*At present, those departing on cruise ships or yachts are not asked to complete the survey and are not represented within our net promoter scores.
2023 |
2024 |
2025 |
|
|---|---|---|---|
Q1 |
55 |
50 |
60 |
Q2 |
64 |
60 |
68 |
Q3 |
66 |
55 |
71 |
Q4 |
52 |
53 |
N/A |
Our Exit Survey provides a deeper understanding of the visitor experience. Conducted throughout the year by teams at the airport and harbour, the survey captures detailed feedback on key aspects such as accommodation, food and drink, attractions, transport, welcome, and value for money. The survey also provides important contextual information, including booking behaviours, key motivations for choosing Guernsey, and the role our marketing channels played in influencing the decision to visit.
By engaging with departing visitors, we gather timely, first‑hand insights that reflect the full length of the visitor stay. This consistent data stream ensures we have a robust picture of both performance and perception, enabling evidence‑based decision‑making for VisitGuernsey and our partners.
Our consumer website is supported by an always‑on AI chatbot designed to enhance the visitor experience by providing instant, helpful information around the clock. The chatbot operates 24 hours a day, seven days a week, responding to common enquiries and offering quick guidance on travel options, accommodation, events and frequently asked questions. Working alongside the human team, it ensures visitors receive timely support whether they are planning their trip, exploring the islands, or seeking recommendations on the go.
In addition to providing real‑time assistance, all chatbot interactions are regularly reviewed to help us better understand what visitors are searching for, asking about, or struggling to find. These insights play an important role in shaping the ongoing development of our consumer website, highlighting opportunities to improve navigation, expand content, clarify information, and respond to emerging visitor interests. By analysing common themes and trends within chat histories, we ensure our digital offering evolves in line with actual visitor needs, making the online planning experience as smooth and intuitive as possible.