Launched in September 2025, GX Pulse transforms fragmented guest feedback into clear, actionable insights by consolidating review data from platforms like Google Reviews, TripAdvisor, and, soon, social media and exit surveys. This gives operators a unified, structured view of the guest experience across every journey stage.
Unlike generic reputation management or social listening tools, GX Pulse is tailored to the complex, on-site guest journeys unique to attractions. It uses AI trained on millions of attraction-specific data points to automatically categorise feedback by key journey stages, like Booking Tickets, Arrival and parking, Dining, Cleanliness, and Ride Experiences.
Each category is scored using the proprietary GX Score: a monthly, trackable performance index that gives operators a clear, data-driven view of how guest sentiment shifts over time. These detailed scores highlight both areas of improvement and ongoing friction across key stages of the guest journey, helping teams understand the real impact of operational changes.
Alongside the category-level insights, GX Pulse also provides an overall GX Score that serves as a high-level gauge of the entire guest experience. This enables leadership teams to track holistic progress and align departments around a single, strategic metric. In future releases, GX Pulse will introduce industry benchmarking, allowing attractions to compare their scores with peers (e.g., theme parks, zoos, aquariums), so they not only see how they’re performing, but how far they are from best-in-class.
What sets GX Pulse apart is its ability to bridge the gap between guest sentiment and day-to-day operations. Instead of leaving teams to sift through reviews manually or rely on periodic surveys with low response rates, GX Pulse delivers:
- Automated feedback aggregation across platforms
- Intelligent guest journey mapping using natural language processing
- Category-level scoring to identify what's working well and where experience is dropping off
- AI-generated improvement suggestions tailored to the venue
- Real-time alerts for emerging issues
- Action tracking so teams can monitor the ROI of changes made
By surfacing the root causes behind low satisfaction and negative sentiment, GX Pulse helps operators identify and prioritise underlying issues that often go unnoticed in structured surveys. Unlike NPS or exit surveys that rely on predefined questions, GX Pulse ingests unsolicited, emotionally honest feedback from guests in their own words.
For example, at a major European theme park, reviews revealed that guests struggled to locate their cars at night due to poor lighting, particularly those with strollers trying to pack up at the end of the day. This level of detail rarely surfaces in survey responses but has a real impact on how key segments perceive their visit. GX Pulse brings these friction points to light, enabling operators to take targeted action. At the same time, it highlights what guests consistently praise, helping attractions double down on the moments that matter most.
From the guest's perspective, GX Pulse leads to smoother, more satisfying visits. Guests may not know GX Pulse is behind the scenes, but they feel the difference. Shorter wait times, improved cleanliness, friendlier service, and better attention to detail. And because GX Pulse makes it easy for operators to continuously learn from organic guest feedback, these improvements are ongoing, not one-off reactions to complaints.
For operators, GX Pulse eliminates the painful manual processes that many still rely on, like compiling spreadsheets of TripAdvisor reviews or manually identifying trends in review data. It also improves cross-departmental collaboration by giving guest experience, operations, and marketing teams a shared language around performance.
GX Pulse is a fully operational, AI-driven system for managing the guest experience with the same rigour and precision typically reserved for financial or operational KPIs. In an era where guest experience is the primary driver of return visitation, reviews, and word-of-mouth, GX Pulse gives attractions the intelligence they need to compete and grow.
