In today’s fiercely competitive digital landscape, hotels strive to capture the attention and trust of potential guests.
NB: This is an article from Hotelchamp
And simply having great offers is no longer enough. This is where the power of social proof comes into play. Social proof can be your hotel’s saving grace in engaging online visitors and converting them into loyal guests.
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As a powerful way to make your hotel stand out by building trust and easing the buying decision, social proof is crucial for your hotel’s digital success. Traditional customer reviews and testimonials are valuable. However, there are even more innovative ways to leverage social proof effectively. We’ll explore creative ways to harness social proof that will set your hotel apart from the competition. Moreover, we’ll provide practical tips on how to display social proof prominently on your hotel website, ensuring your success.
Traditional forms of social proof
Customer Reviews and Testimonials
Customer reviews and testimonials are among the most well-known and influential forms of social proof. They are powerful because they offer potential guests direct insights into previous guests’ experiences. Moreover, they are perceived as trustworthy and relatable, as they are thought to provide an accurate depiction of the actual experience of staying at your hotel. On top of that, they also provide you with invaluable feedback which you can use to improve your services. Plus, you can better understand your target audience.
86% of shoppers think that review recency is important when considering a product they haven’t purchased before. Needless to say, it’s crucial that new guests have fresh reviews to read through during their research phase. Continuously ask guests for feedback and reviews to make new guests more likely to book with you, and to be able to continuously improve your services.
Tip for displaying: Make it easy for guests to find your reviews when navigating your website. Consider dedicating an entire section of your website to showcase customer reviews and testimonials. Alternatively, you can also feature them on your homepage. A crafty way to highlight some of your best features is to also add some of these reviews when highlighting your rooms, amenities or services.
And don’t forget the power of engagement! Responding to both positive and negative reviews demonstrates your commitment to guest satisfaction and showcases your responsiveness as a hotelier.
Ratings and Certifications
In addition to customer reviews and testimonials, hotels often rely on industry-specific ratings and certifications to enhance their credibility and appeal to potential guests. They provide an objective and comparable assessment of a hotel’s quality, service, and commitment to specific standards, instantly boosting its credibility. As a result, they serve as trust signals that assure potential guests of the quality and service standards of your hotel.
Tip for displaying: There is a variety of certifications that your hotel can earn, such as the LEED Certification (Leadership in Energy and Environmental Design), Green Key Certification and ISO Certifications. These certifications showcase your hotel’s dedication to sustainability, environmental responsibility, and quality management. Regardless of which type of certification you decide on, you have to showcase it on your homepage and ‘About Us’ page. Incorporating visual elements like badges, logos, or seals from reputable organizations further highlights your achievements and instils confidence in potential guests.
