Turning Millions of Guest Voices into a Competitive Advantage
How ETS Tur — Turkey's leading tour operator — unified real-time guest intelligence across thousands of hotels, automated complex AI workflows, and transformed guest feedback into an investment-grade strategic asset.
The Challenge
Hospitality runs on detail.
Scale makes detail invisible.
ETS Tur manages an extraordinary portfolio: thousands of accommodation properties across dozens of distinct hotel segments — from budget all-inclusives to premium boutiques. Every single guest leaves a trail of feedback: NPS surveys after check-out, calls to the service centre, reviews on booking platforms, structured forms, and more.
At that volume, the traditional answer — a team manually reading reviews, opening tickets, routing complaints, and deciding which feedback to publish — stops working. Not because the team isn't skilled, but because the math doesn't add up. Thousands of touchpoints per day, spread across dozens of segments, each requiring a human decision.
ETS Tur needed a different model: one that could read everything, act on the right things, and distil strategic signal from the noise — in real time.
The Solution
One intelligence layer for every guest signal.
Pivony became ETS Tur's real-time guest intelligence platform — ingesting every feedback channel into a single, continuously updated view of guest sentiment across the entire hotel portfolio.
Unified Multi-Channel Ingestion
Call centre transcripts, NPS surveys, online reviews, and structured feedback forms — all flowing into one platform, normalised and analysed in real time.
Segment-Level Benchmarking
Every hotel is understood in the context of its segment. Performance, trends, and anomalies are surfaced at the right level — not drowned in portfolio-wide averages.
Autonomous AI Workflows
Pivony's agentic AI layer handles the work that previously required human review: ticket creation, action routing, and the decision to publish or escalate a guest review.
Investment-Grade Insights
Guest intelligence doesn't stop at reporting. Pivony's analysis feeds directly into ETS Tur's investment planning — which hotels to prioritise, which facilities to address, where the highest-impact improvements lie.
Agentic AI in Hospitality
AI that doesn't just analyse — it acts.
The most transformative element of the ETS Tur deployment was not the dashboards. It was the automation layer that replaced a large volume of manual, repetitive decision-making with autonomous AI agents — each one trained on ETS Tur's own service logic.
What the AI handles autonomously:
- →Reading incoming guest feedback across all channels and classifying it by topic, sentiment, urgency, and hotel
- →Creating and routing service tickets to the right team — without a human in the loop
- →Deciding whether a guest review meets publication criteria and flagging it for publish or escalation
- →Identifying recurring themes that require strategic action versus one-off incidents
- →Generating segment-level summaries for management reviews
The result is a meaningful reduction in human workforce hours spent on manual review and routing — reallocated toward higher-value guest experience work.
Outcomes
Three years. Consistently high guest satisfaction.
Real-time intelligence
Guest signals are processed continuously — not in nightly batches. Issues surface the moment they emerge.
Significant workforce optimisation
Manual review and routing tasks that once required dedicated headcount are now handled autonomously at scale.
Strategy-linked feedback
Guest insights directly inform hotel investment decisions and facility improvement prioritisation.
Pivony made our guest intelligence processes genuinely intelligent. We're not just reading feedback — we're acting on it in real time, connecting it to our investment decisions, and running AI projects we couldn't have imagined a few years ago. The partnership has been one of the most impactful transformations in our guest experience operations.
Quick Reference
Key Facts
- Client
- ETS Tur — Turkey's leading tour operator
- Partnership duration
- More than 3 years (ongoing)
- Industry
- Hospitality / Tourism
- Platform used
- Pivony Full Intelligence (VoC + Agentic AI)
- Feedback channels
- Call centre, NPS surveys, online reviews, structured forms
- Scale
- Thousands of hotels across dozens of segments
- AI workflows automated
- Ticket creation, action routing, review publishing
- Strategic outcome
- Guest intelligence feeds hotel investment planning
- Key contact
- Ayşıl Arıcı, Guest Experience Director, ETS Tur
- Result
- Significant human workforce optimisation; consistently high guest satisfaction
FAQ
Common Questions
What does ETS Tur use Pivony for?＋
ETS Tur uses Pivony to unify and analyse real-time guest feedback across thousands of hotels and dozens of segments. Pivony's agentic AI layer then automates ticket creation, action routing, and review publishing — replacing manual workflows and enabling significant workforce optimisation.
How does Pivony handle guest feedback across thousands of hotels?＋
Pivony ingests feedback from all channels simultaneously (call centre, NPS surveys, booking reviews, forms) and processes it in real time. Analysis is segmented by hotel type so anomalies surface at the right level — not lost in portfolio-wide averages.
What AI workflows does Pivony automate for hotel operators?＋
Classification of feedback by topic, sentiment and urgency; service ticket creation and routing; review publish/escalate decisions; strategic theme identification; and management summaries — all without manual human review per item.
How does guest intelligence connect to investment planning?＋
Pivony's analysis layer identifies which hotels and facilities consistently generate negative signals, enabling ETS Tur's leadership to prioritise capital investment and improvement programs directly from aggregated guest data.
Ready to build your own guest intelligence layer?
See how Pivony's real-time VoC platform and agentic AI workflows can work for your organisation.