Hey, hoteliers! We all know that today’s travellers are a savvy bunch. They’re cautious, they’re informed, and most of all – they want proof.
NB: This is an article from Userguest, one of our Expert Partners
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Not just any proof, but the kind that says, “This hotel will be unforgettable!” Enter social proof: the secret sauce that lets your happy guests do the heavy lifting for you. It’s all about showing new guests that your hotel isn’t just a place to stay; it’s a place people rave about, love, and can’t wait to recommend!
Let’s walk through exactly what social proof is, why it’s so valuable, and how you can make the most of it in a way that’s easy, effective, and even a little fun!
What’s Social Proof, Anyway?
Think of social proof as “positive peer pressure.” It’s when people decide something’s worth trying because they see others enjoying it first. When travellers look at your hotel, they’re scanning for clues to answer one big question: “Is this place really as good as it looks?” That’s where guest reviews, ratings, testimonials, and awards come in. They’re your golden tickets to building instant trust. And here’s the kicker: a solid reputation can actually boost revenue by up to 9% with just one extra star on a review site!
So, let’s see how you can turn all that good guest feedback into a well-oiled booking machine.
1. The Power of Guest Reviews: Why They’re Pure Gold
Why Reviews Matter: Today’s guests are pros at hunting down reviews. In fact, 93% of travellers read reviews before booking! Think of guest reviews as the stories people tell about your hotel – the good, the bad, and (hopefully not) the ugly. The more positive stories, the more trust, and the more bookings!
How to Make It Work:
- Encourage Feedback: A simple “We’d love your feedback!” email after checkout can work wonders. And don’t worry, even mixed reviews can be gold when you respond like a rockstar.
- Show Off Your Stars: Feature your reviews proudly on your homepage, booking pages, and social media. Not only does this build trust, but it also gives guests a preview of the wonderful experience waiting for them!
- Master the Art of Response: Respond to every review, good or bad. Thank the happy guests and offer a friendly solution to those with less-than-perfect stays. People appreciate hotels that care enough to respond and make things right.
2. Guest Photos & User-Generated Content (UGC): The Visual Proof Guests Love
Why UGC Matters: User-generated content – like guest photos, videos, and social posts – lets your hotel’s personality shine through real, authentic experiences. Seeing others have a blast at your hotel? That’s exactly what potential guests want to see.
How to Make It Work:
- Create a Hashtag: Make it memorable, easy, and related to your hotel (think #StayatThePalms or #ChicAtTheChateau). Then encourage guests to use it! Offer little incentives like free drinks, spa discounts, or even a chance to win a future stay.
- Feature the Best UGC: Share your favourite guest photos and posts on your own social channels. It’s the ultimate trust builder, plus it’s super engaging. Tagging guests in these posts makes them feel appreciated – and even better, their followers might be inspired to book as well!
- Show It Off IRL: Consider displaying guest photos in the lobby or on screens around the property. This creates a fun, welcoming vibe that says, “We’re all family here!”
3. Bragging Rights: Show Off Your Awards and Badges
Why Awards Matter: When you win a “Traveller’s Choice” award or land on a “Top Hotels” list, that’s social proof on a silver platter. It’s like getting a giant thumbs-up from the entire industry, and guests take notice.
How to Make It Work:
- Promote, Promote, Promote: Display those awards proudly on your website’s homepage, social media profiles, and even in booking confirmation emails. A little humble bragging never hurt anyone – especially when it can boost bookings!
- Build Excitement Around Announcements: Anytime you win a new award, make a splash on social media and in your newsletters. You can even invite guests to celebrate with a small promotional offer, like a free breakfast or room upgrade.
- Integrate Awards into SEO: Make sure your awards and accolades are keywords on your website. Guests often search for “award-winning hotels in [City]” when planning a trip. You want your hotel to be the one they find!
4. Rocking Your Ratings on Booking Platforms
Why Ratings Matter: It’s simple – guests trust highly rated hotels, and booking platforms prioritise them too. A solid 4.5-star rating on Booking.com or TripAdvisor helps you appear at the top of search results, increasing your visibility and chances of landing that booking.
How to Make It Work:
- Complete Your Listing: Double-check that your photos are high-quality and recent, your property description is detailed and enticing, and all amenities are accurately listed.
- Ask for Ratings Gently: After a stellar stay, encourage guests to leave a quick rating on their booking platform. Sometimes, a simple request is all it takes to boost those stars.
- Monitor and Improve: Check in on your ratings regularly and see if there are recurring themes in guest comments. Quick responses to small fixes (e.g., “the Wi-Fi was slow”) show guests you’re committed to constant improvement.
5. Turn Testimonials into Powerful Marketing Tools
Why Testimonials Matter: Testimonials give potential guests a sneak peek into the kind of experience they can expect, straight from someone who’s already stayed with you. This kind of endorsement feels personal, which makes it super effective.
How to Make It Work:
- Highlight the Good Stuff: Post testimonials that showcase unique experiences your hotel provides. Got a stellar review from a couple who loved your romantic setup? Perfect for promoting your honeymoon packages.
- Feature Testimonials in Key Places: Testimonials deserve prime real estate on your website. Highlight them on your homepage, booking pages, and even your email footers.
- Use Video Testimonials: If you have some video-savvy guests, offer a small discount in exchange for a video testimonial. Video feels genuine and relatable, making it even more impactful than text alone!
Amp Up Your Social Proof and Let the Results Roll In!
To maximise your hotel’s social proof, start by putting yourself in a potential guest’s shoes. Show them the proof they’re looking for – through authentic reviews, glowing ratings, award badges, and real guest photos that tell your hotel’s unique story.
Here are some bonus tips to make it easy and fun:
- Sprinkle Social Proof Everywhere: Integrate reviews, photos, and awards in every part of your guest journey—from browsing your website to confirming a booking.
- Add Real-Time Booking Info: Show recent bookings or check-ins on your website to build a little FOMO. A message like “Someone just booked a room!” adds a sense of excitement and urgency.
- Get Creative with Social Proof in Your Ads: Use testimonials, guest photos, and awards in digital ads to make your campaigns more compelling and trustworthy.
Let Your Happy Guests Be Your Best Marketing Team!
Social proof is about letting your guests become advocates for your hotel. Their words, photos, and positive experiences make the best marketing tool you could ask for – and the best part? It’s genuine, authentic, and super effective. Embrace these tactics, and soon enough, new guests will be eager to book and experience all the buzz for themselves.
