Case Study: Booking.com achieves scalable TikTok comment moderation and customer insights with Sprinklr

Booking.com uses Sprinklr Comment Moderation to manage customer experience at scale on TikTok

Booking.com needed a way to manage customer experience at scale on TikTok, where high volumes of comments and feedback made manual moderation difficult. Using Sprinklr Comment Moderation, along with Sprinklr AI and custom-trained models, Booking.com set out to detect intent, analyze sentiment, and route comments more efficiently across teams.

Sprinklr implemented AI-powered unified routing and real-time reporting to automatically classify feedback, assign comments to the right teams, and surface insights for campaign optimization. The result was faster responses, less manual work, and better content decisions—such as identifying a campaign with over 300 positive stay-experience messages and using those insights to guide future recommendations and boost engagement.

Booking.com

Corina Bordeianu

Social Media & Consumer Insights