What are the best and worst airports in the US right now? And why is this analysis important for DMOs?

What are the best and worst airports in the US right now? We looked at answering this question using review data pulled from Google Maps. The second significant question is why is this sentiment analysis important for DMOs? The goal of this analysis is:

  1. showcase the possibilities behind NLP (natural language processing) on top of google maps review data
  2. demonstrate the potential advantages for Tourism Organizations and DMOs to start measuring sentiment through review data.

About this analysis:

With this short analysis, Transparent would like to attract the attention of Tourism Organizations and DMOs towards the opportunity to estimate traveller sentiment by analysing reviews from Google Maps. In Particular, we have identified 4 key advantages:

  1. Authenticity: Google Maps’ reviews are typically written by people who have actually visited the destination and have experienced its offerings firsthand. This means that the reviews are likely to be more authentic and representative of the actual visitor experience than reviews gathered through a survey or other methods.
  1. Large sample size: Google Maps has a massive user base, and the number of reviews for popular destinations can be in the thousands or even tens of thousands. This means that DMOs can gather a large amount of data on visitor satisfaction levels from specific points of interest without having to conduct costly and time-consuming surveys.
  1. Real-time feedback: Google Maps reviews are updated in real-time, meaning that destination marketing organisations can quickly see changes in visitor satisfaction levels and respond accordingly. This is particularly useful for identifying and addressing issues as they arise, rather than waiting for the results of a survey that may take weeks or even months to complete.
  1. Cost-effective: Gathering data through Google Maps’ reviews is typically inexpensive, whereas running a survey can be expensive and time-consuming. This means that destination marketing organisations can gather valuable insights without having to allocate significant resources to the process.

Overall, while surveys and other sources of sentiment can provide valuable insight, utilizing reviews from Google Maps offers several unique advantages, including authenticity, large sample sizes, real-time feedback, and cost-effectiveness.

If you want to check out what Transparent can do for your destination in terms of traveller sentiment tracking and benchmarking, contact us via the following form: [LINK].

About our methodology:

Transparent can pull data for key local tourists spots and points of interest. In the case of this example, we have analysed the top 65 airports in the US (ranking based on this Wikipedia Article https://en.wikipedia.org/wiki/List_of_the_busiest_airports_in_the_United_States).

Firstly, Transparent extracts all the reviews for the locations of interests within a selected timeframe, In this report we looked at more than 43K reviews posted from January to March 2023.

Secondly, Transparent cleans the data and prepares it to be processed by a Natural Language Processing model that will help understand sentiment as well as identify key topics discussed in each review.

Finally, our system puts together insights around 4 core areas:

  1. Evolution: Traveller sentiment over time
  2. Benchmark: comparing your destination with others over time
  3. Feedback: Top reasons for satisfaction and dissatisfaction with a destination’s POIs
  4. Ranking: Top / worst points of interests in terms of traveller feedback

The Case Study:The Best and Worst Airports in the US:

So, the list of the best and worst airports in the US right now based on reviews pulled in the first quarter of 2023:

Best 5 Airports:

#Airport NameScore (1 to 5)
1John Wayne Airport4.62
2Ted Stevens Anchorage International Airport4.62
3Indianapolis International Airport4.61
4Southwest Florida International Airport4.60
5Tampa International Airport4.60

Worst 5 Airports:

#Airport NameScore (1 to 5)
1Chicago Midway International Airport3.66
2Newark Liberty International Airport3.72
3Miami International Airport3.76
4Orlando International Airport3.83
5John F. Kennedy International Airport3.87

Feedback Points for the Best and Worst Airports in the US

What are the top keywords that make a well appreciated airport?:

Based on those categories, we can look at the best airport in a few of them:

CategoryBest Airport as of 1Q 2023
Cleanest AirportTampa International Airport
Staff Friendliness & helpfulnessHartsfield-Jackson Atlanta International Airport
Food & RestaurantsCharlotte Douglas International Airport

On the other hand, the top keywords for negatively reviewed airports:

Similarly, we can look at the worst airport in some of those categories:

CategoryWorst Airport as of 1Q 2023
Dirtiest AirportOrlando International Airport
Parking trafficLos Angeles International Airport
Security LineOrlando International Airport

The following charts shows the frequency of keywords per review score:

Here goes the distribution of reviews for the entire database of 65 airports:

Overall, only 13% are dissatisfied travellers with 1 or 2 stars reviews.

Evolution of Traveller Sentiment over Time

We can can look at the evolution of dissatisfaction (% of reviews rated 1 or 2 stars over total) for a few selected airports per month:

Overall, Orlando and Miami worsened their “dissatisfaction ratio” at the end of 1Q 2023 while Dallas and JFK both improved theirs.

The Complete Ranking of Best and Worst Airports in the US

Finally, below is the complete ranking if you want to check your airport. Now, if you are curious to see how these insights look in your market when applied over time to parks, museums, tourist attractions and other touristic key points of interest: contact us here:

#Airport NameScore (1 to 5)
1John Wayne Airport4.62
2Ted Stevens Anchorage International Airport4.62
3Indianapolis International Airport4.61
4Southwest Florida International Airport4.60
5Tampa International Airport4.60
6Sacramento International Airport4.55
7Dallas Love Field Airport4.53
8Ontario International Airport4.52
9Portland International Airport4.49
10Jacksonville International Airport4.47
11Norfolk International Airport4.47
12William P. Hobby Airport4.47
13Boise Airport4.46
14Charleston International Airport4.46
15Detroit Metropolitan Wayne County Airport4.46
16LaGuardia Airport4.45
17Cincinnati/Northern Kentucky International Airport4.44
18Albuquerque International Sunport4.43
19Raleigh-Durham International Airport4.43
20Hollywood Burbank Airport4.43
21Palm Beach International Airport4.43
22San Francisco International Airport4.42
23Pittsburgh International Airport4.42
24Minneapolis?Saint Paul International Airport4.41
25General Mitchell International Airport4.41
26San José Mineta International Airport4.41
27Austin-Bergstrom International Airport4.38
28Ronald Reagan Washington National Airport4.36
29Memphis International Airport4.36
30John Glenn Columbus International Airport4.36
31Bradley International Airport4.36
32Louis Armstrong New Orleans International Airport4.35
33Luis Muñoz Marin International Airport4.33
34Nashville International Airport4.33
35Reno-Tahoe International Airport4.32
36Phoenix Sky Harbor International Airport4.26
37Oakland International Airport4.26
38Baltimore/Washington International Thurgood Marshall Airport4.24
39Eppley Airfield4.18
40Boston Logan International Airport4.17
41Harry Reid International Airport4.17
42San Diego International Airport4.16
43Dallas/Fort Worth International Airport4.15
44Hartsfield-Jackson Atlanta International Airport4.13
45Seattle-Tacoma International Airport4.12
46Dulles International Airport4.11
47O’Hare International Airport4.10
48Fort Lauderdale-Hollywood International Airport4.08
49Salt Lake City International Airport4.08
50Charlotte Douglas International Airport4.08
51George Bush Intercontinental Airport4.06
52Daniel K. Inouye International Airport4.05
53San Antonio International Airport4.05
54Kahului Airport4.04
55St. Louis Lambert International Airport4.03
56Denver International Airport4.02
57Los Angeles International Airport3.99
58Kansas City International Airport3.94
59Philadelphia International Airport3.91
60Cleveland Hopkins International Airport3.91
61John F. Kennedy International Airport3.87
62Orlando International Airport3.83
63Miami International Airport3.76
64Newark Liberty International Airport3.72
65Chicago Midway International Airport3.66

Leave a Reply

Your email address will not be published. Required fields are marked *