Classic KPIs like occupancy rates no longer tell the full story. To build something smarter, Tourismusverband Mayrhofen-Hippach, Alturos Destinations, Capptoo, and the University of Innsbruck, with support from the State of Tyrol, created the Feel-Good Index (FGI).
Why experience now leads
Post-pandemic tourism needed a reset. Booking numbers say little about how guests feel. What matters now is the emotional journey — from the excitement of planning to post-trip memories.
That’s where the Feel-Good Index steps in. Using Screver Pulse surveys, the FGI measures customer well-being at key points: before, during, and after a visit. It’s not just a score — it’s a check-in on how tourism is experienced.
How the Feel-Good Index works
We ran short, event-triggered surveys tied to moments that matter — from booking and check-in to meals and excursions. Screver supported the project by designing branded surveys and generating QR codes used across multiple touchpoints — banners, brochures, and outdoor ads — enabling tourism partners to collect their customers’ well-being in the field.
• API-integrated for seamless data collection
• Automated around guest activity timing
• Designed for ease of use and strong response rates
Live dashboards now give tourism leaders a clear view of how customer well-being shifts across the Zillertal — and how to act on it.
Beyond tourists — every voice counts
The FGI started with tourists, but it's expanding. Locals, hospitality staff, and partner organisations are next. A better destination experience depends on listening to all voices in the tourism ecosystem.
Why it works
Early results highlight which moments drive positive emotions, helping teams focus where it counts. The FGI helps destinations:
• Understand what brings guests back
• Predict NPS with more accuracy
• Tailor messaging to what guests value
• Monitor seasonal trends in real time
The index helps teams plan smarter, not just for bookings, but for long-term loyalty.
Raising the bar for tourism metrics
This pilot, backed by the University of Innsbruck, is proving scalable. As data grows, the FGI becomes sharper, more responsive, and easier to apply across regions.
The collaboration behind the Index
At the heart of the Feel Good Index is the Screver Pulse survey system. The ease of use of this system through APIs and integrations will allow our partner Alturos Destinations to collect data from guests.
The real-time nature of delivering these surveys is key to gauging customer well-being in and around actual events, giving us a level of detail never imagined. That data is made even more valuable with real-time dashboards, allowing Capptoo and its partners to view results live.
From feedback to action
Today’s tourism success depends on more than visitor numbers. It depends on how guests feel before, during, and after their trip. The FGI puts that front and centre, helping Austria lead the shift to experience-first tourism.
In the Zillertal Valley, that shift has already begun. With survey insights now guiding small but meaningful changes, tourism leaders have a new way to tune into what really matters.
Join the Conversation — 13 June, Zurich
Bernd Reitsamer, PhD, Assistant Professor at the University of Innsbruck, will present this case live at our CX and AI event. If tourism experience matters to your strategy, come hear what’s next.