Tourism, especially active tours, always involves a lot of manual work and repetitive tasks. Managers send the same information dozens of times, participants ask the same questions, instructions get lost in chats, and the consequences of unread rules surface at the worst possible moment. On top of that, there's the rating on maps, which directly affects the flow of customers but is rarely managed systematically.
In this case, the Telegram bot appeared as a way to bring order. First to reviews and ratings, then to communication with tour participants. Essentially, the bot became a single place that brings together important information, feedback and the service that used to get lost in chats.
Author: Artem Zhukov, head of the Telegram bot development agency zhar.agency and author of the @ZharAgency channel
What tasks the travel agency's Telegram bot handles
The travel company originally came to us to build a bot for collecting reviews, and some time later decided to extend it with new functionality:
Handling customer feedback.
Briefing tour participants.
Describing tour programs and collecting bookings.
Collecting reviews with a Telegram bot
The company connected the bot for handling feedback in its very first season, and the reviews were collected on new accounts. This is the most effective way to quickly get lots of positive reactions and a high rating.
But even for companies with a poor rating, the bot helped turn things around significantly — reducing the number of negative reviews published and increasing the share of positive ones. This lets a listing climb the rankings and get more traffic and customers from maps.
Results so far:
2GIS — 133 ratings, 129 reviews and a 5.0 rating
Yandex Maps — 165 ratings, 149 reviews, a 5.0 rating and the "Good Place 2025" award
How the chatbot helps the travel company's staff
Every business has repetitive tasks that eat up employees' time.
In this case, that task was sending the information participants must study before joining a tour: participant responsibilities, rules and gear recommendations, a safety briefing and training on how to use an avalanche transceiver and a radio.
The manager used to send all this information to each participant by hand. Now it's all neatly packaged in the bot and available to read at any convenient time.
The Telegram bot also contains information about the tours and their timing: where to meet, at what time, the program, what to bring and when the group will return. Everything the organizers used to be asked about constantly is now clearly laid out in the bot.
Why a travel agency needs a Telegram bot
As a result, the Telegram bot solved several business tasks at once. It helped consistently collect reviews and manage the company's reputation on maps, reduced the load on staff by moving instructions and answers to frequently asked questions into the bot, and made preparing for a tour clearer and more predictable for customers.
In tourism, a bot works not as a separate channel but as part of the service. It's a tool that helps keep control over what directly affects revenue: customer trust, communication quality and the team's time — especially in high season, when every little thing is costly.
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