Why Social Proof Matters More Than Ever For Your Hotel
Any seasoned hotelier will tell you that reviews have an impact a hotel’s reputation. Thing is, review sites are just one part of the puzzle. Social proof means a whole lot more.
Social proof has been the new “word of mouth” for a while, honestly.
But right now? It’s more important than ever.
Bolstering your reputation is a key part of how you’ll recover lost business post-COVID. Travelers want to know they can trust you to deliver on your promises of “stringent” cleaning protocols and everything else you say you’re doing.
So let’s talk about what social proof really is, what it can do for you right now, and importantly — how to earn more of it.
Note: I cover general hotel marketing topics on this blog, but as we all know, COVID-19 still looms large. You’ll find all of my specific COVID-19 guidance for hotels here. Thanks for reading!
What is social proof, exactly?
Simply put, people are more likely to purchase a product or service if someone else has vouched for it.
The term social proof was first coined by Robert Cialdini in his 1984 book, Influence: The Psychology of Persuasion. Cialdini identified “social proof” as one of his six principles of persuasion, along with “reciprocity, commitment/consistency, authority, liking, and scarcity.”
OK, cool… huh?
Think of social proof as a recommendation.
Before I buy a new skincare product, I always ask a certain friend of mine what she’s using and liking these days. I trust her recommendations — she reads up on the science and translates scary-sounding ingredients for me in plain English.
Generally, marketing folks describe six main types of social proof:
Expert — When an industry leader or authority recommends a product or service, people tend to listen!
Celebrity — An endorsement by someone well-known or influential, but not technically an “expert.”
User — Someone who has actually used the product or service, and shared their experience. Such as comments on social media or feedback left on a review site.
The wisdom of the crowd — When a large group of people is seen to be endorsing your brand, product, or service. Having thousands of followers on social media, for example.
The wisdom of your friends — When people see their friends or connections approve of your product.
Certification — When an authoritative figure or organization gives you their stamp of approval. Could be your LEED Certification 🌱 or simply, having a blue checkmark on Twitter or Instagram.
When it comes to planning travel, a 2019 study by Stackla showed that while the influence of consumer-created content had grown, consumers’ faith in celebrities and social media influencers had significantly declined.
So do you need a celebrity endorsement on your hotel website? Nah, not really.
User-generated content from social media and “wisdom” in the form of online reviews have been shown to be the most effective type of social proof for the hospitality industry.
Why does social proof matter more than ever for hotels?
COVID-19 has created a lot of uncertainty for many, but the hotel industry has been among the hardest-hit.
For travelers, uncertainty and confusion are… kind of the new normal.
Depending on where you are in the world, some hotels are reopening, some face new restrictions, and others remain closed for the foreseeable future.
As a consumer yourself, you know the importance of making your own smart decisions during this time.
We all have a different threshold for comfort, really. What do we have in common? More often, we’re increasingly looking to others for a sense of what to do.
This is why social proof is more powerful than ever for hotels right now.
Social proof can:
Build brand awareness and get your name out there
Increase your credibility with customers and gain their trust
Validate buying decisions and spark MORE social proof
Hotels need to rely on social proof to ease concerns and hesitations during this extremely unsure time.
Prospective guests are looking for RECENT reviews and customer experiences. They want to know how you’re dealing with COVID restrictions — and whether you’re delivering on your promises.
Earning trust through social proof is critical right now.
Happy guests are your best marketing asset! Gain their confidence and they’re your best chance of building a strong reputation that will help you recover lost business faster.
Psst… have you adapted your marketing strategy to this new normal? Grab a copy of my free hotel marketing plan template below. ⤵
What are some examples of social proof for hotels?
REVIEW SITES
Whether you’re a seasoned industry vet or brand new to hotel marketing, you probably already know that review sites have a major impact on bookings.
According to Hotel Business, 81% of people frequently or always read reviews before booking a hotel.
Surveys also show that when searching online, the vast majority of travelers will filter out hotels with an average review rating below three. And not surprisingly, 52% say they’d never book a hotel that had zero reviews at all.
GuestRevu also found that 88% of consumers said they trusted online reviews just as much as a person-to-person recommendation.
Reviews and ratings left on TripAdvisor, Cvent, WeddingWire, The Knot, Facebook, Google… they all matter for potential hotel guests, meetings and groups, as well as wedding business.
SOCIAL MEDIA
Reviews left on Facebook are one thing — what about the actual photos and posts your guests share?
User-Generated Content (UGC) turns each of your guests into a marketer, potentially on your behalf.
UGC feels authentic. Unbought. Unsponsored. Because most of the time, it is!
Travelers love sharing their experiences on social media. (Who among us hasn’t posted a cheeky #HumbleBrag from the beach?)
TESTIMONIALS
Not everyone chooses to share their feedback online.
In hospitality, many customer relationships develop over phone or email. That VIP who loves chatting to the front desk agents… that repeat meeting planner your sales director has gotten to know personally…
Their testimonials can be just as powerful as examples of social proof.
Think of a “review” as one that’s left on a website specifically designed for it — and typically, including a star rating as well. Testimonials are a bit less formal. They can be long or short, and don’t usually include a rating.
AWARDS & AFFILIATIONS
What kind of recognition have you received?
This could be a AAA or LEED rating, affiliation with a select organization like Leading Hotels of the World, inclusion on a list like Travel+Leisure’s World’s Best, or perhaps your building is officially designated a historic landmark.
All of these things add credibility and are forms of social proof.
PRESS COVERAGE
This last one might overlap with receiving any of the recognition above, but media coverage can be a meaningful form of social proof, too.
These days, “everyone’s a critic” thanks to the internet, I know…
But earning the praise of a genuine expert or positive coverage in a well-regarded, traditional media outlet remains impactful — and honestly? I don’t see that changing any time soon.
How can you earn more social proof for your hotel?
1. INVOLVE YOUR TEAM
When I worked on property, the best way to get more five-star reviews was through a little friendly competition.
The marketing team would present at the quarterly all-hands meeting, explaining the value of online review sites like TripAdvisor and the power of social proof.
Then, we’d show all colleagues where we currently stood in the rankings (#21 out of 55 hotels in our city, for example) and what our average review rating was (4.3 out of 5, for example).
For a little extra boost, we’d also show where our competitors currently ranked and rated, too. And honestly? Nothing lit that fire more than seeing us positioned below our comp set. 🔥
We challenged all departments to get involved, offered them conversation starters to encourage more reviews, and celebrated team members who were mentioned positively in online feedback.
At each quarterly meeting thereafter, we’d provide an update — and in just a few months, found our average rating and overall rank on TripAdvisor had both improved!
2. HAVE A PROCESS FOR GATHERING SOCIAL PROOF
As I mentioned above, it really helped to provide team members with “conversation starters” and even messages they could copy/paste to encourage happy guests to leave a review.
Operations colleagues know there are moments in the stay experience where it feels appropriate to ask for a review: Namely, upon check-out and in your post-stay follow-up email.
I’d also encourage you to pick up on certain moments DURING the stay, too.
Simply check in and ask how it’s going. If something’s amiss, you have the opportunity to turn it around BEFORE they leave — and turning a negative experience into a positive one often results in the most glowing online review.
“Having a process” isn’t limited to gathering online reviews, by the way.
Do you regularly re-post user-generated content on your hotel social media platforms?
Do you take the time to apply for industry certifications?
Do you keep track of other recognition received?
Do you have a proactive PR strategy — do you build relationships with traditional media outlets and journalists, as well as bloggers?
Earning and sharing social proof should be baked right into your overall hotel marketing plan.
3. CREATE “SHAREABLE” MOMENTS
The final way to help earn more social proof from your guests is to — simply, give them moments to share!
Of course, this starts with delivering outstanding service and exceeding expectations. But I think that goes without saying! 😉
What else can you do?
I love this quote by Steve Martin: “Be so good they can’t ignore you.”
Hoteliers should strive to create experiences that are too good not to share.
Apart from going above and beyond for your guests, a more passive way to approach this is to foster unique, “Instagramable” moments around your hotel.
Take pride in presenting your food & beverage. Make it easy for guests to find the best photo opps on property. Thoughtfully display a unique hashtag, so guests know to use it when they post on social media.
And of course, always respond and engage with guests who DO share social proof. (It’s also considered good form to ask for permission before re-posting.)
Final Thoughts
As the hotel industry begins to recover, hoteliers must be mindful of how social proof impacts their credibility.
If you’ve got it, flaunt it!
Show off that sterling reputation! Build social proof into your hotel website design, and use it throughout your entire content marketing strategy.
Psst… if you’re unsure how social proof might fit into your wider business strategy, grab a copy of my free hotel marketing plan template below. ⤵