Coastfields manages guest experience across a portfolio of UK holiday parks, collecting verified customer feedback through Feefo. When they implemented Feefo's AI-Integrated Product Sentiment Analysis, the practical change was immediate – weekly feedback analysis dropped from around eight hours to one. More significantly the team could now see park-by-park and product-by-product sentiment comparisons that manual review reading had never made possible.
Key Takeaways
- Coastfields reduced weekly feedback analysis time by 88% – from approximately eight hours to one – using Feefo's AI-Integrated Product Sentiment Analysis
- Portfolio-wide sentiment comparison revealed performance differences between parks offering the same product – differences that weren't visible through manual review reading
- The dashboard acts as an early warning system, surfacing accommodation and service issues before they affect overall guest satisfaction
- Insight is cascaded from senior management through to park managers and department heads, creating accountability and friendly competition across locations
The challenge: feedback across a portfolio, without the full picture
Customer reviews were already part of how Coastfields understood guest experience. Park teams read them, fed back informally, and flagged issues as they came up. But turning that volume of feedback into a consistent, comparable view across the estate was a different problem.
Tracking sentiment across locations, pitch types, and service areas – entertainment, accommodation, facilities, customer service – meant reading individual reviews and trying to spot patterns manually. The bigger the picture you tried to build, the longer it took.
"It was difficult to identify consistent trends across locations or specific areas. The biggest gap was being able to quickly see patterns at scale and compare performance across parks in a meaningful way."
As a result:
- Recurring themes across the business were hard to identify without significant time investment
- Comparing performance between parks – or between the same product at different parks – was impractical
- Weekly review analysis could take several hours, often longer
- Deeper investigation was often avoided because the effort outweighed the likely payoff
The solution: from manual trawl to portfolio-wide comparison
Product Sentiment Analysis changed both the speed and the depth of what the team could see.
Instead of working through individual reviews to piece together a theme, the dashboard brings all feedback into one place. What previously took several hours each week now takes around one – freeing the team to focus on action rather than analysis.
"The dashboard brings everything together in one place, allowing us to pull together the data and insights we need in around one hour, giving us more time to focus on action rather than analysis."
More importantly, the level of comparison shifted. Previously, Coastfields would typically compare overall park performance. Now they can benchmark specific facilities and products across the entire estate – comparing sentiment for Gold accommodation at North Shore against Gold accommodation at Grange, for example, rather than simply comparing the parks as a whole.
That granularity opened up a new kind of operational conversation.
The results: same product, different story
The time saving was immediate. But the more significant result was what the data revealed.
Spotting variation where consistency was expected
One finding stood out: touring pitches. Although they're essentially the same product across all parks, customer sentiment varied significantly from location to location.
"This prompted us to look deeper into what those higher-performing parks were doing differently and how those best practices could be shared across the estate. Without the dashboard, it would have been much harder to spot these differences so clearly."
That kind of insight – same product, different experience, now visible at a glance – changes where operational attention goes.
Catching issues before they grow
The dashboard also acts as an early warning system. When negative comments relating to accommodation began rising at one park, the team investigated and focused attention on the area before it began affecting overall guest satisfaction scores.
"In some cases, recurring feedback about a particular caravan highlighted maintenance requirements or the need for replacement. By picking up on these comments early, we were able to investigate and take action before the issue affected a larger number of guests."
Without that visibility, the problem could have continued to grow.
Driving accountability – and competition
Perhaps the least expected outcome has been cultural. Coastfields uses the reporting as a friendly competition between parks. Park managers are keen to see where they sit compared to others, and it's created greater engagement with customer feedback across the business.
"Park managers can then share both positive and negative feedback with their department heads, allowing teams to celebrate successes and address any areas that need improvement."
Insight flows from senior management through to park level and then to department heads – closing the loop between what guests say and what teams do about it.
How has Product Sentiment Analysis changed the way Coastfields operates?
The structure is now in place for customer feedback to inform decisions across the business – from prioritising improvements to recognising parks that are performing well. The team has confidence that decisions are driven by genuine guest feedback rather than assumptions.
What Coastfields' experience shows is what happens when customer reviews become portfolio-wide intelligence. The same feedback, read at scale, tells a more useful story – and a more actionable one.
If you're collecting reviews across multiple locations but struggling to compare performance or spot trends, let's talk.
