Survey Says: Improving How We Gather Traveler Feedback … and Why it Matters

We’re always looking for ways to improve our trips and bring you the most meaningful, memorable experiences. That’s why we survey all returning travelers about the details of their journeys—and review all responses to learn what we can do better.

We’ve updated our Trip Survey for 2026 to be more streamlined, with clearer, more focused questions—zeroing in on what matters most to our travelers and where your insights can drive the biggest improvements.

To learn more about how we use our travelers’ Trip Surveys and why they’re so important, we chatted with Sukie Reyes, Vice President of Worldwide Business Operations. Her team works closely with our regional offices to improve our itineraries based on traveler feedback.

Inside Scoop: Why are post-departure Trip Surveys so important in delivering an excellent experience?

Sukie Reyes: Post-trip surveys are one of the most powerful tools we have to understand how travelers experience an O.A.T. adventure. They help us see what’s working well, where refinements are needed, and when immediate follow-up is required.

With our redesigned 2026 Trip Survey, the insights we receive will be even more focused and actionable. We removed more than 30% of the questions, eliminated redundancy, and added targeted follow-ups when travelers indicate an opportunity for improvement. This helps us understand exactly what matters most—and take effective action quickly.

I.S.: How does your team review so many responses?

S.R.: Every survey is reviewed.

The improved 2026 survey structure allows us to work much more efficiently:

• Streamlined questions highlight the elements of a trip that most influence traveler satisfaction.
• Targeted follow-ups give us immediate context whenever travelers signal that something could have been improved.
• Standardized language across all sections makes it easier for us to compare trends and identify patterns.

Technology helps us organize the feedback, but the interpretation and decisions are always made by people. Because the survey is cleaner and more focused, our teams can spend less time sifting through data and more time acting on what travelers share with us.

I.S.: What are some examples of the types of changes you’ve made based on traveler feedback?

S.R.: We rarely see large-scale issues because our regional teams build strong itineraries and hire excellent Trip Experience Leaders. Most improvements come from smaller but meaningful details.

Travelers sometimes let us know when a lunch stop isn’t ideal or when a section of the itinerary feels too rushed. By reviewing comments closely—often every day—we can identify these patterns quickly and make adjustments throughout the year.

These refinements can take an already great adventure and make it even better. For example, we’ve adjusted pacing in Spain and Portugal, upgraded hotels in Japan, made important operational investments, and improved meal variety based on consistent traveler feedback. 

I.S.: Can you share a specific success story about an O.A.T. adventure that was struggling?

S.R.: Yes. A strong example is our Northern Spain & Portugal: Pilgrimage into the Past adventure. In 2024, survey feedback made it clear that some elements of the itinerary weren’t aligning with traveler expectations—especially regarding the Camino de Santiago walks, the timing of the Home-Hosted experience, and meal variety.

Based on what travelers told us, we made several key improvements:

• Many travelers expected more walking along the Camino de Santiago, so we increased the number of walks from one to four.
• Because the Home-Hosted experience was scheduled on a busy transfer day, we shifted it to a more relaxed day. This ensures travelers can truly immerse themselves in the culture during the day and spend more meaningful time sharing a meal with our hosts and their families. 
• Because meal variety was becoming repetitive, we conducted a menu audit and introduced additional choices and options for travelers.
• These changes produced outstanding results. The program increased from 86% in 2024 to 95% in 2025—a nine-point improvement driven directly by traveler feedback.

I.S.: Can you tell us about your overall 2025 excellence results?

S.R.: Our 2025 results were among the strongest we’ve seen. That success reflects the hard work of our worldwide teams, our best-in-the-industry Trip Experience Leaders, and the thoughtful feedback travelers consistently share with us. Surveys helped us clearly see where we were exceeding expectations and where additional focus was needed.

With the improved 2026 survey, we expect even deeper insight into what travelers value most.

I.S.: What were the biggest challenges you overcame to achieve record excellence?

S.R.: We navigated a range of challenges, including shifting travel conditions, logistical complexity, and the need for pacing improvements on select itineraries. In some regions, we also provided additional coaching and support for our Trip Experience Leaders to strengthen consistency.

By staying closely connected to traveler feedback and focusing on the areas with the greatest impact, we were able to significantly elevate the overall traveler experience.

I.S.: What is your team focused on moving forward?

S.R.: Our focus is on using clearer, more actionable data from the redesigned survey to better understand traveler feedback and respond even more quickly.

Our goal remains the same: to deliver exceptional experiences—every destination, every departure. The 2026 survey redesign is an important step toward deeper insight and even stronger alignment with what travelers value most.

Walk the Camino de Santiago and experience the improvements we’ve made based on traveler feedback during Northern Spain & Portugal: Pilgrimage into the Past.