Visit Estonia

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Europe

From 80+ review sites to one voice: Estonia turns visitor feedback into national action

Reviewpro Reputation

Destination

From 80+ review sites to one voice: Estonia turns visitor feedback into national action

Europe

Area of operation

Number of properties

Number of rooms

254

Accommodations

Museums

Attractions

357

Catering establishments

This Case Study includes:

• How Estonia unified feedback from 80+ review platforms using Reviewpro Reputation

• How a 0.5% increase in Global Review Index™ exceeded expectations, enhancing the national tourism experience

• How real-time insights empowered teams to take immediate, data-driven action for improved service quality across the country

Solutions implemented

Infrasys POS

Reviewpro Reputation

Iceportal Content

Shiji Platform

Daylight PMS

Meridian Experiences

Horizon Distribution

Astral Payments

Twilight Data + AI

Introduction

When travelers explore Estonia, wandering the medieval streets of Tallinn, capturing waterfalls on camera or dining in seaside cafés, they share their experiences online. But those voices were scattered across more than 80 review platforms, making it nearly impossible to see the full picture.
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That’s the challenge the Estonian Tourist Board, Visit Estonia, set out to solve: How do you turn fragmented feedback into clear, consistent action that improves the visitor experience from the national level down to local service providers?

The Challenge

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Estonia’s most popular destinations had no structured way to track what guests loved or where they were falling short. Reviews were plentiful, but the insights were lost in the noise.

Visit Estonia needed a smarter way to:

• Collect and unify feedback across hotels, regions, attractions, and more
• Understand the “why” behind review scores
• Deliver easy-to-use insights for immediate, local action

The Solution

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In 2022, Visit Estonia implemented Reviewpro Reputation nationwide, consolidating online reviews from over 80 platforms into a single system. From national tourism development and marketing organizations to local museums, everyone began working with the same real-time insights, making data-driven decisions to improve the visitor experience at every level.
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GRI as a national KPI

The Global Review Index™ (GRI) became more than just a score; it became a strategic benchmark. Estonia set a +0.1% annual growth goal, and the GRI rose from 89.3 in 2022 to 89.8 in 2024, surpassing expectations.

When satisfaction dipped in 2023 (down 0.4 for museums and 0.9 for attractions), Estonia responded with targeted training and service improvements. By 2024, both sectors had rebounded, reaching +0.4 and +0.2, respectively.

One dashboard, real-time clarity
Reviewpro Reputation aggregates reviews from over 80 sources into a single dashboard. Teams can instantly spot trends like “slow service” or “friendly staff,” with no need to sift through thousands of reviews manually.

Automated insights, faster action
AI-powered analysis identifies recurring praise or complaints so teams can prioritize improvements and celebrate successes without delay.

Custom dashboards for regional DMOs
Each destination has its own dashboard to track performance by region, theme, and visitor type, empowering local teams with targeted insights.

Smarter development and planning
Access to both review scores and qualitative feedback across 26+categories allows Estonia to:

• Improve training content
• Identify areas for investment
• Promote top-performing businesses in campaigns and FAM trips

What’s next: deeper sentiment analysis (2025)

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In 2025, Estonia will focus on guiding and motivating regional DMOs to use the existing semantic analysis tools more effectively, providing deeper insights into guest sentiment and enabling more informed development decisions.

“Implementing Reviewpro Reputation has changed how we support tourism in Estonia, from national decisions to local trainings. We now base development choices on real-time insights, and that’s raised satisfaction, efficiency, and visibility across the country.”
— Tatjana Koor, Product Specialist, Visit Estonia

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Conclusion

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Reviewpro Reputation helped Estonia move from passive listening to strategic action. With a unified view of guest feedback, real-time insights, and stronger collaboration between national and regional teams, Estonia not only surpassed its GRI goals but also created a more consistent and satisfying visitor experience, strengthening its position on the global tourism map.

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About

Visit Estonia

The Estonian Tourist Board, operating under the brand Visit Estonia, is the country’s official destination development and marketing organization.

Its main goal is to strengthen Estonia’s international visibility and competitiveness as a high-value, distinctive, and inspiring travel destination.

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About Shiji Group

Shiji is a global technology company dedicated to providing innovative solutions for the hospitality industry, ensuring seamless operations for hoteliers day and night.
Built on the Shiji Platform—the only truly global hotel technology platform—Shiji’s cloud-based portfolio includes Property Management System, Point-of-Sale, guest engagement, distribution, payments, and data intelligence solutions for over 91,000 hotels worldwide, including the largest chains.

With more than 5,000 employees across the world, Shiji is a trusted partner for the world’s leading hoteliers, delivering technology that works as continuously as the industry itself. That’s why the best hotels run on Shiji—day and night. While its primary focus is on hospitality, Shiji also serves select customers in food service, retail, and entertainment in certain regions.For more information, visit shijigroup.com

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