Become a Customer for your Competitors

If you want to gain insight into how your competition operates (https://tourismmarketing.agency/tourism-marketing-services/competitor-analysis) , to determine how good or bad they are at customer service, become a customer yourself.
See how do they handle the customer journey from start to finish. Do they try to upsell to hard? Do they offer anything you wish you offered your customers? Do they ask for feedback at the end of their tour or stay?
By becoming their customer, you may find new profit making avenues to exploit or even go back with changes to implement in your own business.