Importance of Social Proof for the Hospitality Industry

There are 7 billion more people in the world today. Every day, more and more of them appear on the digital web, the ubiquitous network that happens to be the Internet. The increased penetration of smartphones, internet access and technology in general simply indicate beyond a shadow of a doubt that yes, humans are social animals and as such we love to share our experiences with others.

A long time ago, marketers realized that word of mouth was one of the best ways to spread news about their products and services. It’s also true in this day and age, but it has evolved to keep up with technological advances. A term you may have heard quite often is “social proof”, and it is nothing more than word of mouth on your new digital avatar.

For example, we’ve all been ‘persuaded’ to try a new restaurant or vacation destination after seeing our friends post photos of their food and travel adventures on social media. On the same note, we were also dissuaded from staying at a hotel because we spotted a nasty review left by an unhappy customer online. That, my friends, is the 21st century version of word of mouth in action.

What is social proof?

Humans have this deep-seated instinct to be influenced by other humans and their activities. The consumer internet has shown, time and time again, that people implicitly trust other people’s reviews and comments when it comes to brands and their services.

Social proof is everywhere. When you shop on Amazon, you tend to look at product reviews. If enough people in your office recommend a place to eat, you’re bound to check it out sooner or later. Positive reviews have managed to draw crowds for the most desperate films, while a lack of reviews has caused the stellar cinema to fade into oblivion.

Simply put, if enough people like it, the product or service has to be good.

Social proof is now a valuable dynamic used by marketers and businesses around the world to influence consumers. Companies have started displaying reviews, testimonials, ratings, seals of approval, expert opinions, “hot articles” and other things on their website. And because? Because we all prefer to be guided by what others have to say about a particular business than to trust the brand itself.

The hotel industry is particularly influenced by social proof. Most people trust the customer reviews and opinions they find on social media. More and more people are turning to Trip Advisor and similar sites to read what other customers have to say about a specific hotel. And, only if the general perception and feedback is positive, do they actually go ahead and book a room at the hotel.

Types of social proof

At first glance, social proof may be an all-encompassing phenomenon that cuts across a variety of fields and industries, but from a marketing perspective, it can be classified into 5 specific categories.

1. Social Proof Expert

Human beings trust authoritative institutions and renowned personalities. Before believing any claim, we need reassurance, and expert social proof offers just that. You’ll find the words “expert opinion” in articles giving advice and instructions as a means of legitimizing you. Advertisements for toothpaste and toothbrushes are “bolstered” by the opinions of leading dentists, while beauty creams are often endorsed by a skin specialist. And once a restaurant or hotel gets the thumbs up from a big-name critic, you can be pretty sure that hundreds of people will flock to it.

2. Celebrity Social Proof

The name says it all. Celebrities have an influencing effect on the population and come with their own stamp of legitimacy. If a celebrity endorses a hotel, the chances of it making it to the top ten establishments in town are extremely high. That said, the most authentic and genuine celebrity social proof is the unpaid.

3. User social proof

The social proof of the user is found in any type of user-generated content that shows their experiences. This includes success stories, social media images, testimonials, and website reviews. User social proof is one of the most effective ways to increase a hotel’s credibility. One of the most obvious examples is Tripadvisor, where millions of users come every month to see and write opinions and recommendations.

4. Wisdom of the crowd

“A million people can’t be wrong” is the saying most marketers abide by. And they use raw numbers to influence potential consumers. It can be subtle or obvious depending on who is doing the marketing. Take for example top bloggers, who display their site visits and other numbers on their blog to establish their credentials.

5. Wisdom of your Friend

A consumer will always trust the personal experience of a friend more than the word of a stranger. Furthermore, statistics show that many customers rely heavily on recommendations from friends and family. This social proof has the potential to grow virally.

At first glance, you might think that you have a wide playing field when it comes to collecting social proof for your business. However, what works for one industry may not necessarily meet your needs. Therefore, you need to find the perfect mix of different types of social proof to find out which ones are the best fit for your brand.

Why do you need social proof?

In the hospitality business, building and highlighting social proof is essential to attract attention and subsequently new customers. There’s more than one reason why you should make a serious effort to spread digital word of mouth. These are the main reasons why it is essential to set aside a budget and make a marketing plan to generate social proof for your hotel.

• With the influx of genuine feedback (most of which would be positive), you will be able to build trust with your customers.
• Social proof increases your credibility as an establishment and can help convert an insecure customer in your favor
• Online reviews, ratings and testimonials are the best form of advertising for your hotel and can rival the fanciest and most expensive marketing campaign you can think of launching.

Strategy for collecting social proof

As I mentioned before, there are a number of ways you can collect social proof, the most common of which are asking customers to leave reviews and comments, getting influencers talking about you by offering free stays, and encouraging interactions (such as sign-ups) on your site. social media page. These should be an integral part of your branding and online marketing campaign. But I would like to discuss some other techniques to collect social proof for your hotel:

Videos

There’s a reason Facebook’s traffic skyrocketed once it started supporting GIFs and videos. Visual media has the ability to influence people and can go viral with the slightest bit of momentum. A video that highlights your hotel offerings, city sightseeing options, local landmarks, and culinary delights in store for your guests is sure to be met with great enthusiasm. And if it’s done right, with a dash of creativity, you can expect it to bring customers to your doors in no time.

Photos

They say a picture is worth a thousand words. Extensive research shows that posts with images are 35% more likely to drive engagement compared to text-only posts. Research also reveals that people are more likely to believe claims supported by images. So the next time you want to share customer reviews and testimonials, be sure to attach an image to build more traction.

infographics

Human beings are visual creatures and infographics are the best option you have when you want to present data in an interesting way without boring your audience with long text snippets and paragraphs. Don’t forget to include them in your marketing campaign.

Last words

Collecting social proof is not that difficult, but any strategy is only as strong as its execution. Once you’ve used videos, images, and infographics to convince travelers that your hotel is a great fit, give them a clear call-to-action (CTA) for them to follow. Direct them to your website or landing page and in clear words tell them what they need to do.

Leave nothing to guesswork. If you want them to leave a review, make it clear. If you want them to book rooms and get a discount, make that clear. The moment you leave things ambiguous, they are likely to get confused and go away. Don’t let your hard work go to waste. If you’ve crafted your marketing plan for collecting social proof very carefully, don’t let an unclear call-to-action ruin things for you.

Now harness the power of social proof and use it to your advantage. Get your current and past customers talking about you and use their goodwill to bring more visitors your way!