In seasonal travel, a booking window is open for weeks, not months — miss it and you wait a whole year. Here's how Inghams unified feedback across its brands and turned analysis around fast enough to act in time.
Inghams Travel Group ran ski, Lapland and walking brands on siloed, manual feedback processes. Thousands of feedback lines needed manual processing, so critical six-week booking windows were missed. Inconsistent categorisation undermined trend analysis, and DerTour Group's acquisition raised the need for unified customer intelligence across every brand.
Inghams wanted to be genuinely customer-centric across its ski, Lapland and walking holiday brands. But departmental silos and manual processes stood in the way: each team collected feedback separately, and analysing it by hand was slow, error-prone and open to bias.
Inconsistent categorisation made it hard to trust trends over time, and with thousands of feedback lines to process manually, the team kept missing the short operational windows that matter most in seasonal travel. The acquisition by DerTour Group sharpened the need for a single, unified view of the customer across every brand.
The solution
Wordnerds unified feedback across every holiday programme — and proved its value on Inghams' own data.
One unified feedback system
Feedback from across all holiday programmes flows into a single system, eliminating the silos between brands and giving every team the same consistent view.
Automated competitive intelligence
Competitor reviews are scraped and analysed automatically — at a scale the team never had the capacity to reach by hand, turning the wider market into a source of insight.
Value proven on their own data
Rather than a generic pitch, the team saw a fast demonstration on their real feedback — proof of what was possible before committing.
The impact
From operational processing to strategic CX leadership
Analysing 253,000 voices automatically moved Inghams from reactive processing to real-time, strategic CX leadership within DerTour Group. Silos gave way to a single source of cross-brand intelligence, human bias and error gave way to automated precision, and seasonal optimisation became possible inside the critical six-week window.
With analysis no longer gated by manual processing, the team could optimise within the six-week seasonal window rather than discovering issues a year too late — turning feedback into action while it still mattered.
A single source of cross-brand intelligence, free of human bias and error, repositioned the function from operational data-wrangling to strategic customer-experience leadership across the wider group.
About Inghams
Inghams is a UK-based tour operator specialising in ski holidays and summer mountain breaks across Europe — chalet holidays, hotel packages and activity trips in destinations like the Alps.
Part of the Inghams Travel Group within DerTour Group, it runs a portfolio of holiday brands spanning skiing, Lapland and walking trips.
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