How Hotels Can Use Word of Mouth to Their Advantage
To achieve branding goals and foster customer awareness, effectively communicating the value of your services and generating brand curiosity is pivotal for business expansion. This involves bridging the gap between consumer needs and the quality of services provided.
Consumers tend to choose your brand over others when they perceive it as popular among their peers. Understanding and addressing customer sentiments about your service is time well spent. This not only encourages inquiries but also enhances customer flow. Additionally, prioritizing the satisfaction of existing customers can turn them into brand ambassadors, spreading positive word of mouth.
Word of mouth remains a powerful influence on consumer decisions, especially in the hospitality industry. Despite misconceptions, businesses can exert some control over this phenomenon. Let's delve deeper into the concept of word of mouth and its significance in the hospitality sector.
Why Does Word of Mouth Matter?
Word of mouth has evolved with the internet's rise, extending its reach significantly. The trust customers place in fellow consumers' opinions makes positive reviews a catalyst for attracting more clientele. It is, in essence, the most effective form of free advertising and a potent tool for business success in a competitive landscape.
Understanding Word of Mouth Marketing (WOMM)
Word of Mouth Marketing in hospitality involves facilitating communication from one guest to another. This form of marketing capitalizes on consumer-to-consumer and consumer-to-marketer interactions. Studies indicate that 92% of consumers trust the views of others when making purchase decisions.
In the hyper-connected world, WOMM has gained momentum, surpassing traditional advertising in effectiveness. The impact of customers sharing their experiences far outweighs the impact of businesses self-promoting.
How Hotels Leverage Word of Mouth Marketing
WOMM has the potential to build brand loyalty, increase conversions, and boost sales for hotels. Implementing specific strategies can enhance guest experiences and encourage them to share their positive encounters.
1. Provide Worthy Services
Deliver top-notch services to build strong relationships and retain guests. Customer service is a critical factor in purchasing decisions, with 68% of customers considering it pivotal.
2. Add Value and Improve Guest Experience
Show appreciation to guests, communicate effectively, maintain polite staff, and continually evaluate customer service performance. Adding value to services contributes to overwhelmingly positive guest experiences.
3. Harness Social Media and Other Channels
Utilize social media for WOMM, as it offers a broader reach than other channels. Encourage satisfied guests to leave feedback on your website. Bloggers act as influential word-of-mouth marketers, reaching a vast online audience.
4. Delight Guests with Emotional Touch
Establish emotional connections with guests to foster loyalty. Personalized gestures, such as acknowledging special occasions, create experiences that guests are inclined to share.
Word of Mouth Marketing Strategies for Hotels
A well-devised WOMM strategy can create buzz and contribute to long-term profitability. Two effective strategies are:
1. Influencer Marketing
Leverage influencers with substantial follower bases to recommend your brand or service, boosting exposure, website traffic, and conversions.
2. Referral Programs
Implement referral programs to incentivize loyal customers to promote your brand. Studies show that businesses with referral programs experience 86% more revenue growth.
3. Affiliate Marketing
Engage affiliates, such as bloggers or social media influencers, who receive commissions for sales through their links. This strategy taps into the trust followers have in these influencers.
Conclusion: Word of mouth remains a robust strategy for business growth, particularly in the hospitality industry. Loyal guests can be your best brand promoters. By prioritizing exceptional experiences and implementing effective WOMM strategies, businesses can harness the immense power of word of mouth to achieve success.
