Shop on the web for a short time and you’ll quickly realize how integral social proof is to the online shopping experience. This social proof comes in numerous forms, from customer reviews and testimonials to star ratings and Facebook Likes. All of which let shoppers know that the service or product they’re interested in comes recommended by others.
In turn, this brings confidence and reassurance to the buying process, increasing the odds that a customer ends up making a purchase.
The power of social proof in travel
Today, virtually all travelers (95%!) read reviews before they book their accommodation. Major review sites such as TripAdvisor along with niche travel blogs, forums and social networks are all frequently consulted, each inspiring, informing and influencing where people choose to travel and stay.
While firming up plans, a lot travelers also visit the hotel website to conduct more research and check rates. But while a lot of hotels spend time nurturing social proof on third-party review sites, many neglect to do so on their own website, which is a major missed opportunity.
Travelers often head to the hotel website at a pivotal point in their buying journey. It’s a place where cementing trust and conveying value can influence the final booking decision, where a glowing testimonial from a past guest can tip the balance in your favor.
How can hotels do better here? In the following article, we’ll describe the forms of social proof that are especially useful for hotels, and provide tips on how to integrate them directly into your website to boost conversions.
1. Review stars and ratings
The power of online reviews can’t be overstated. According to a recent study by BrightLocal, 85% of consumers trust them as much as personal recommendations.
Clearly, getting lots of positive online reviews is great. But you can squeeze even more out of them by integrating them into your hotel website.
