Tour feedback form: 15 questions plus a paste-ready template

Most agencies find out what went wrong on a trip from a one-star Google review, weeks after the client got home. By then the tour manager has forgotten the detail, the hotel has moved on, and the chance to fix it before it went public is gone.

A proper customer feedback form for a travel agency changes the order of events. You ask before the client posts anywhere. The client who loved the trip gets routed to leave a review while the memory is warm. The client who had a problem gets a callback before they open Google.

This post gives you the instrument itself: a travel feedback form sample built from 15 annotated questions, a Google Forms-ready template you can paste in today, a shorter WhatsApp version for clients who will never open a form, and the routing logic that turns scores into action.

Why a feedback form, not just "how was your trip?"

A structured tour package feedback questionnaire beats an open WhatsApp message because it gives you comparable data across every departure. "How was Manali?" gets one paragraph of vague warmth. Fifteen scored and open questions get you a hotel rating you can compare against last season's, a testimonial-ready quote, and a clear signal on who to call back today.

The practical guidance on form length is to keep it to 5–10 questions and send it immediately after the experience, while it's still fresh. This template runs to 15 because it covers four separate trip components plus NPS, testimonial capture, and repeat intent. If your trips are short or your clients skim fast, cut it to the eight starred questions below.

The 15 questions, annotated

These are the 15 tour feedback form questions in full, each one annotated with why it exists: some feed your review pipeline, some feed next season's supplier decisions.

1. Overall, how would you rate your trip? (1–5)* : headline metric; track it departure over departure so a dip flags a problem early.
2. How likely are you to recommend us to a friend planning a similar trip? (0–10)* : the NPS question. It drives the routing logic below.
3. How would you rate the hotels/accommodation? (1–5)* : feeds next season's hotel contracting. A property scoring below 3 twice a season is a renegotiation.
4. How would you rate the transport (vehicle, driver, punctuality)? (1–5) : transport complaints are usually vendor-specific, not trip-specific. Low scores point at one supplier.
5. How would you rate your tour manager or local guide? (1–5) : feeds staffing. A guide who scores low across multiple groups is a training or replacement conversation.
6. How would you rate the food arranged on the trip? (1–5) : in our experience, food complaints are common and worth tracking apart from the hotel score.
7. How was the pacing of the itinerary? (too rushed / too slow / just right): tells you whether to redesign the itinerary, not just whether this one client was happy.
8. How would you rate value for money? (1–5)* : separates "loved it but overpriced" from "loved it and would pay more." Both matter for pricing.
9. How was your pre-trip communication (quotation, documents, updates)? (1–5) : feeds your sales and ops process, not the trip. A low score here is often an office fix, not a ground fix.
10. What's one moment from this trip you'll remember?* : the testimonial line. Open answers here are the quotes you can lift, with permission, for your website and Instagram.
11. What's one thing we could have done better? : route anything specific (a delayed transfer, a cold breakfast) to the relevant vendor file.
12. Did anything go wrong that we should know about? (yes/no, with a text box if yes): the safety net. Catches issues clients didn't mark down on the scales but will name if asked directly.
13. Would you travel with us again? (yes / maybe / no): a repeat-intent signal, separate from the recommend-a-friend question above.
14. May we contact you for a testimonial, or feature this feedback (with your name, or anonymously)? : consent, asked plainly, so you never use a quote you didn't have permission to use.
15. Anything else you'd like to share? : the catch-all, optional. Most people skip it; the ones who don't give you your best lines.

Starred questions (1, 2, 3, 8, 10) are the five-question cut if you want the shorter version the guidance above recommends.

The Google Forms-ready template

Paste this straight into Google Forms. Column one is the question, column two is the field type to select.

1. Overall, how would you rate your trip?               [Linear scale 1-5]
2. How likely are you to recommend us to a friend        [Linear scale 0-10]
   planning a similar trip?
3. How would you rate the hotels/accommodation?          [Linear scale 1-5]
4. How would you rate the transport (vehicle, driver,    [Linear scale 1-5]
   punctuality)?
5. How would you rate your tour manager/local guide?     [Linear scale 1-5]
6. How would you rate the food arranged on the trip?     [Linear scale 1-5]
7. How was the pacing of the itinerary?                  [Multiple choice:
                                                           Too rushed /
                                                           Too slow /
                                                           Just right]
8. How would you rate value for money?                   [Linear scale 1-5]
9. How was your pre-trip communication (quotation,        [Linear scale 1-5]
   documents, updates)?
10. What's one moment from this trip you'll remember?     [Paragraph text]
11. What's one thing we could have done better?           [Paragraph text]
12. Did anything go wrong that we should know about?       [Yes/No + Paragraph
                                                            text if Yes]
13. Would you travel with us again?                        [Multiple choice:
                                                            Yes / Maybe / No]
14. May we contact you for a testimonial, or feature       [Multiple choice:
    this feedback (with name, or anonymously)?             Yes, with my name /
                                                            Yes, anonymously /
                                                            No]
15. Anything else you'd like to share?                     [Paragraph text,
                                                            optional]

Send the form link by WhatsApp within 24 to 48 hours of the client's return, while the trip is still fresh. A single line works: "Hope you're settling back in! Would love 2 minutes of feedback on the trip: [link]"

The WhatsApp version, for clients who won't open a form

Some clients will never click a form link. For them, send five plain WhatsApp questions instead of the full form:

Hi [Name], hope you had a wonderful trip! Just 5 quick questions
to help us serve you (and future travellers) better:

1. Out of 10, how likely are you to recommend us to a friend?
2. Out of 5, how would you rate the hotels and food?
3. Out of 5, how would you rate the tour manager/guide?
4. Anything that could have been better?
5. One line about your favourite moment from the trip?

Thank you so much, and hope to plan your next trip soon!

This is the five-question cut compressed further, because a WhatsApp thread can't carry 15 separate answers without becoming a chore. You lose some detail on individual components, but you keep the NPS score and the testimonial line, which matter most.

Turn the scores into action: the routing logic

The point of asking is what you do next. Use the recommend-a-friend score (question 2) to route every response the same way, every time.

NPS score	Category	What happens next
9–10	Promoter	Send the Google review link within the hour, while the trip is top of mind. If question 10 gave you a good line, ask permission to use it.
7–8	Passive	Thank them. Don't push a passive score toward a review; a lukewarm review can hurt more than none. Add them to next season's mailer instead.
0–6	Detractor	Flag for a callback within 24 hours, before anything reaches Google. Whoever owns the account calls, listens, and fixes what can still be fixed.

That 24-hour window is the difference between a private conversation and a public review. A client who feels heard within a day rarely posts the same complaint online.

For the exact wording of that callback, or the review ask itself, these WhatsApp scripts for asking for Google reviews cover both. This form is the trigger; that post is the script.

What the answers should feed, beyond one client

A form that only routes reviews is doing half its job. Roll the component scores (questions 3 to 9) into your season-end review: a vendor with two low scores in a season is a renegotiation, not a coincidence. An itinerary that keeps scoring "too rushed" needs a pacing fix, not just an apology to this one group.

The individual response also slots into the wider client-care cycle. If you don't yet have a structured process for the month after a trip ends, the 30-day post-trip flow that turns satisfied clients into repeat bookings is the piece this form plugs into. And if you're not tracking repeat rate as a number, why repeat rate is the metric that actually predicts survival makes the case for watching it every quarter.

Common questions

How many questions should a tour feedback form have?

Five to ten questions sent right after the trip gets the best response rate, while the experience is fresh. This template runs to 15 to cover four trip components separately, but the five starred questions above work fine as a standalone short form.

When should you send the feedback form?

Send it within 24 to 48 hours of the client's return. Wait longer and the details blur. Send it the same day the client lands and it can feel intrusive while they're still travelling home.

Should the feedback form be anonymous?

No, not by default. Ask for the client's name so you can route detractors to a callback and promoters to a review link. Offer anonymity only on the testimonial-permission question (14), for clients who want to be honest without being named.

The short version

• Send a structured feedback form, not a vague "how was the trip?" message, within 24 to 48 hours of the client's return.
• The 15 questions here cover overall rating, NPS, four trip components (hotel, transport, tour manager, food), pacing, value, communication, a testimonial-capture question, an improvement question, a safety-net question, repeat intent, and consent to quote.
• Cut to the five starred questions if 15 feels like too much for your average client.
• Route by the NPS answer: 9-10 gets the review link within the hour, 7-8 gets a thank-you and nothing more, 0-6 gets a callback within 24 hours before it reaches Google.
• Use the WhatsApp-only version for clients who won't click a form link.
• Roll component scores into your season-end supplier and itinerary review, not just individual client files.