The Hotelier’s Guide to Social Proof Marketing

Leveraging Word-of-Mouth Marketing in the Digital Age for More Bookings The Hotelier’s Guide to Social Proof Marketing – By GuestRevu

Thanks for downloading!

Whether it’s gaining trust online, or getting your guests to do your marketing for you, it all comes down to social proof.

Who is this eBook for? In this short eBook you will learn:

Hotel Owners ⊲⊲ What social proof is

General Managers ⊲⊲ What the different types of social proof are Tour Operators and why each is useful

Activity Providers ⊲⊲ How to collect social proof easily

⊲⊲ What to do with social proof once you have it

guestrevu.com 1 / 33 The Hotelier’s Guide to Social Proof Marketing – By GuestRevu Why does your business need social proof?

Builds trust Easy to Adds Validates do credibility buying decisions

Validates buying decisions Builds trust Social proof works especially well when people are People trust other travellers’ opinions far more than unsure – like when they are deciding where to stay they trust a hotel’s own description of itself. in a foreign place.

Adds credibility Easy to do Social proof from experts such as travel bloggers A lot of social proof is created by your loyal guests, shows people your hotel is as good as you say it is. all you have to do is curate and share it.

guestrevu.com 2 / 33 People trust people

– not brands. Which is why personal recommendations are the most trusted form of advertising.

guestrevu.com 3 / 33 The Hotelier’s Guide to Social Proof Marketing – By GuestRevu

We see this in action every day...

Product reviews are trusted 12x more than product descriptions

Introduction

The rise of online social media platforms and advanced filter options. The same social media sites review sites as sources of inspiration and influence and review sites that have disrupted the industry during the booking journey has disrupted the travel have also provided easy access to one of the most industry – from shares on Facebook and photos on powerful forms of advertising available: social proof Instagram to 140-character tweets and Snapchat – and an easy way to share it. stories, booking decisions are being made based on much more than a brand’s narrative. The key, as a hotelier, is not to resist these disruptive forces, but work with them and Review sites and OTAs are further driving embrace them. this change with reviews, ratings and

guestrevu.com 4 / 33 The Hotelier’s Guide to Social Proof Marketing – By GuestRevu

Then... Now

Social proof has always been at work in the social media, and before travellers decide where hospitality sector – people are often inspired to to visit and where to stay most of them will read travel when they hear about their friends and family reviews of different hotels, and possibly blog or having a great time on holiday, “wish you were here” magazine articles about different destinations. style letters have existed for centuries, and waiting for photos from your holiday to be developed so This is social proof at work, and it is especially that you could show them to everyone you know effective in the travel industry, where most people used to be an essential part of travel. are fairly undecided when they begin making travel plans, and they have limited knowledge of the place Nowadays, we are inspired to travel by friends we they will be visiting. haven’t seen in years when we see their photos on

guestrevu.com 5 / 33 The Hotelier’s Guide to Social Proof Marketing – By GuestRevu

I’ll Have What She’s Having: The Power of Social Proof

You may not have heard of the term “social proof” but it’s in action every day when someone writes another review of your hotel online.

Many refer to it as “The New Marketing”. So, what exacly is it? And how can you leverage it to get more bookings?

guestrevu.com 6 / 33 The Hotelier’s Guide to Social Proof Marketing – By GuestRevu

Have you ever noticed that when one person stands behind another at a 88% 32% 83% counter, others begin to form a queue of consumers of leisure of TripAdvisor behind them, or when someone in an reported that travellers get users usually audience starts clapping, everyone they trusted their travel read reviews online reviews inspiration from before they else claps with them? as much as family, friends book a personal recom- or colleagues particular hotel mendations online

This psychological phenomenon, where people believe something is the right thing to do or they approve of it simply because others are doing it or approve of it, is known as social proof, and it can be your best friend in marketing your establishment.

guestrevu.com 7 / 33 The Hotelier’s Guide to Social Proof Marketing – By GuestRevu

DID YOU KNOW?

TripAdvisor users view 8 – 10 listings Travellers Rely on, and before making Search For, Social Proof a decision Before Making a Decision

As the studies on the following pages will show, telling people that their peers have done something and approve of it is very effective for getting them to do the same thing.

Conveniently for marketers in the hospitality industry, people tend to seek out social proof when making travel decisions.

Travellers read reviews before booking a hotel, are inspired to travel to certain places by content posted by others across the web (especially on These are just some of the examples of different social media), and travel enthusiasts will often read types of social proof, and all can be used to market travel blogs and magazines. your hotel more effectively.

guestrevu.com 8 / 33 The Hotelier’s Guide to Social Proof Marketing – By GuestRevu

Help save the Past guests reused environment by Hang up your towels if you their towels, reusing your please reuse yours towels would like to reuse

Social Proof is More Influential Than Saving the Environment

In 2008, Goldstein, Cialdini, and Griskevicius performed an experiment on towel reuse in hotel rooms.

Using different ways of phrasing environment by reusing their their towels and asked guests if the question, the researchers left towels (using less water, energy, they would like to do the same. notes in guests’ rooms asking washing powder etc.), one simply Which message variation the guests if they would like to told guests what to do with their resulted in the most towel reuse their towels. towels if they wanted to reuse re-use? The one that told guests One of the notes told guests them, and another told guests that other people had reused that they would be helping the that other people had reused their towels.

guestrevu.com 9 / 33 The Hotelier’s Guide to Social Proof Marketing – By GuestRevu

Using fans instead Most of your Using fans instead of aircon is more neighbours are of aircon will save environmentally conserving energy your money friendly by using fans instead of aircon

Social Proof is More Influential Than Saving Money

In another 2008 study, social scientists wanted to know if people would be more influenced by the prospect of saving money, helping the environment, or by social proof.

The researchers asked residents each group a different incentive: friendly, and group 3 was told in a neighbourhood to stop using Group 1 was told that by using that most of their neighbours air conditioning systems and use fans instead of air conditioning were using fans in order to fans instead. they would save money, conserve energy. Again, they presented the group 2 was told that using The winner? Group 3! request in different ways, giving fans was more environmentally

guestrevu.com 10 / 33 The Hotelier’s Guide to Social Proof Marketing – By GuestRevu

The Science Shows That Social Proof Works 72% 63% 56% 72% of British 63% of consumers 56% of leisure holidaymakers are more likely to travellers use research buy from a site with the internet for destinations online product ratings inspiration

Despite what people might claim about being likely to laugh when they hear others laughing, independent thinkers, wanting to save the showing that social proof works at a subconscious environment, or how thrifty they think they are, the level, and television producers take advantage people who switched to using fans the most were of the impact of social proof by including laugh those who were told their neighbours were using tracks in their sitcoms. Another study observed an fans. increase of sales of certain dishes in restaurants Other studies have found that people are more when they are labelled “our most popular items”.

guestrevu.com 11 / 33 When the internet leveled the playing field and took away big advertisers’ edge … we stopped believing what they said and started looking for others to tell us what we should do, buy or think.

– Demian Farnworth, The Daily Egg

guestrevu.com 12 / 33 The Hotelier’s Guide to Social Proof Marketing – By GuestRevu

The Different Types of Social Proof

In the hospitality industry, 1. User-generated content (UGC) you are probably most 2. Wisdom of the crowd familiar with social proof in the form of reviews, 3. Wisdom of your friends (personal referrals) but there are quite a few 4. Ratings and reviews other types of social proof 5. Testimonials that you can use in your marketing mix to build 6. Expert/celebrity endorsement trust.

Website Search listings Social media Adverts Emails & Promotional signatures materials guestrevu.com 13 / 33 The Hotelier’s Guide to Social Proof Marketing – By GuestRevu 1 “51% of millennials said that they are actually Type 1 influenced more by UGC than by the Turn your guests into opinions of their real- marketers with user- life friends and family”. generated content (UGC)

User-generated content is perceived as extremely trustworthy (much more trustworthy than any marketing material you produce as a brand) and among the millennial age group (people born between ’77 and ’94-ish), about 51% of people said that they are actually influenced more by UGC than by the opinions of their real-life friends and family.

guestrevu.com 14 / 33 The Hotelier’s Guide to Social Proof Marketing – By GuestRevu

Loews Hotels started their #TravelForReal campaign to encourage their guests to share their own experiences.

UGC is any sort of content travellers to see real guests Social media is a goldmine for created by ordinary people having real experiences. UGC in the form of posts, tweets, online. In the hospitality sphere, According to a study by L2, photos, videos and even blog this can include online reviews, luxury hotels that feature articles, it is a great place to candid traveller photographs and user-generated content on share UGC that you come across, social media posts. Instagram receive six times more and it is also a good platform on User-generated content is interaction on each post than which to encourage guests to the best way for prospective hotels that don’t. create their own content.

guestrevu.com 15 / 33 The Hotelier’s Guide to Social Proof Marketing – By GuestRevu

In 1955, Ray Kroc’s first McDonald’s 2 displayed a sign reading “Over 1 Million Served” outside their restaurant. This smart Type 2 move proved their existing popularity and If they all loved it - so will influenced others to you! Use the ‘wisdom of also eat at McDonald’s. the crowd’

Social proof in the form of the wisdom of the crowd and actions of a large group of people to guide can be seen everywhere – we are all familiar with them. claims such as “one million copies sold” and calls The opinion of a crowd is often considered more to action like “join our mailing list of over 20 000 likely to be right than the opinion of a single people”. Showing evidence that a large number of individual. For example, in the popular TV game people have taken the action you want others to show “Who Wants to be a Millionaire” contestants take is an effective way to influence others to follow are given the option to ask the audience if they get suit. stuck on a question, with the idea being that the People tend to trust the opinions of large groups, crowd (audience) is more likely to be able to give and it is common for people to look to the thoughts the correct answer than the individual participant.

guestrevu.com 16 / 33 The Hotelier’s Guide to Social Proof Marketing – By GuestRevu

Recommendations and endorsements from people we know are still the 3 ultimate social proof.

Tag a friend Type 3 & WIN! Leverage personal recommendations and the ‘wisdom of your friends’

One study by Nielsen found that 92% of people “somewhat or completely” trust recommendations from people they know. This trumped the second- most trusted form of advertising (consumer opinions or reviews posted online) by 22%. of both social proof and scarcity/exclusivity) and Several companies have taken advantage of this Facebook not only tells you how many people have tendency for people to imitate the actions of their “liked” something, but it tells you specifically if any friends. of your friends have “liked” it. This is particularly Originally, one could only open a Gmail account if pronounced in the “follow button” widget that you invited or referred by a friend (taking advantage can add to your website.

guestrevu.com 17 / 33 The Hotelier’s Guide to Social Proof Marketing – By GuestRevu

DID YOU KNOW? Reviews are probably the form of social proof with which professionals in the 77% of TripAdvisor travel industry are most 4 users don’t book a hotel without reading familiar, and they are an its reviews exceptionally powerful form of social proof. Type 4 Ratings and reviews all over the web

A Nielsen study found 70% of people trust consumer reviews “somewhat or completely”, and a study by TripAdvisor found that 77% of

holidaymakers usually or always look at reviews https://www.tripadvisor.co.za before booking a hotel. rating increased by one point on a five-point scale Ratings and reviews can have a direct and (such as the five bubble rating used on TripAdvisor) measurable effect on bookings and revenue. A the hotel could increase prices by 11.2% and still study by Cornell University found that if a hotel’s maintain the same occupancy.

guestrevu.com 18 / 33 5 6 Type 6 Entice someone Type 5 influential for expert The supercharged endorsement

review: testimonials In the hospitality industry, there are many different types of Testimonials are descriptions of how credible sources that can provide a person feels about your hotel in his powerful endorsements – they or her own words, but, unlike reviews, need not be A-list celebrities. they are something you specifically A well-known travel blogger ask a guest to write for you to use, or someone with a large and you include their full name and online following can have preferably even a photo. Testimonials great impact online. are often found on a hotel’s own website and, unlike reviews, you can choose which ones to publish.

guestrevu.com A brand is no longer what we tell the consumer it is

— it is what consumers tell each other it is.

– Scott Cook, Intuit

guestrevu.com 20 / 33 The Hotelier’s Guide to Social Proof Marketing – By GuestRevu

How to Get Social Proof Quickly

According to Google, when holidaymakers start planning their trips, only 16% of them have decided which hotel to stay at. If you can collect some social proof to use online, you can build the trust in your brand you need to convert browsing clicks into bookings.

guestrevu.com 21 / 33 Ask for bookings reviews 1 8 5 and counting! If you want reviews, you have nothing to lose by asking for them. Use numbers You can turn one form of social Send your guests a thank-you proof into another (and double mail after they have stayed Invite influencers its usefulness) by putting a with you and ask them to write number on it. a review. You can even use Will a free tour and lunch entice guest feedback technology that local celebrities, like mayors Did you receive a tonne of 4 and integrates with TripAdvisor and and well-known travel experts, 5 star reviews over Easter, for bypasses the whole signing-up to come and see your hotel? instance? Count them and tell process to make it easier for your people how many you received. guests to leave a review. Ask them for a brief testimonial and if you can use their photo. Do you know how many guests Although you can, and absolutely you had over a busy period, like should, ask for reviews, bear in Travel bloggers will also summer holidays, or since you mind that offering incentives in usually be happy to write opened? Telling other travellers return for good reviews is against about your hotel in exchange that you have had so many the policy of TripAdvisor and for a complimentary stay or satisfied guests in the past will many other sites (and it’s a tad discounted rate. make them think, “If they all immoral). loved it, surely I will too?”

guestrevu.com 22 / 33 The Hotelier’s Guide to Social Proof Marketing – By GuestRevu

Interact with guests on social Take part in conversations Get your staff on-board media Monitor social media for any Train your staff to encourage Research has shown that one mentions of your hotel or social media interaction with of our most primary needs as area and take part in these guests while they are at your human beings is to feel valued, conversations. If someone has hotel. Staff members should and engaging with your guests praised the beauty of your town offer to take group photos for online is a good way to make on Facebook, share their post. guests to share on social media, sure that they feel valued even By promoting your area they are and encourage guests to post when they aren’t physically with also indirectly promoting your pictures, videos and status you. hotel. updates about their stay at your hotel.

Publicise your social media accounts Offer incentives Make sure your profiles are While you can’t reward guests easy to find, that your website for reviews, rewarding them for Include video and panoramics has links to your social media sharing content on social media Use Facebook’s 360 images, channels, and that your social is a great way to get exposure. video or even consider luring media handles are on collateral Offer guests a free drink for Pokémon to your hotel – be materials like brochures and sharing a ‘happy hour selfie’, or creative and engaging, and complimentary notepads in a dessert for posting a photo of remember, enticing children will rooms. your view on Instagram. bring parents in tow.

guestrevu.com 23 / 33 Make the most of Don’t settle for your repeat guests satisfaction, aim

If you have repeat guests, you that they can share them on for delight Facebook, and keep reminding already have evangelists for You want to delight your them in your post-stay emails of your hotel who are likely to be guests to the point that they your social media handles and willing and able to share some feel compelled to share their online travel agent listing URLs. social proof. positive experience with others. The right software can make They liked you enough to come targeting repeat guests easier by Aiming for guest satisfaction will back to your hotel rather than highlighting them in an electronic prevent bad reviews, but aiming try something new. Repeat system. to delight guests will result in guests are considered “fully positive reviews and increased engaged” customers, and one examples of social proof – don’t study by Gallup suggests that DID YOU KNOW? just meet guests’ expectations, fully engaged customers in the exceed them. hospitality sector spend around Fully engaged 46% more per year than actively customers in the Surprise guests with little added disengaged guests spend. hospitality sector, like touches, (especially if they book repeat guests, spend direct) and ensure that they feel Make it easy for repeat guests around 46% more personally cared for, not like they per year than actively to promote your hotel online: are just the anonymous guest in disengaged guests. offer to take photos of them so room 3.

guestrevu.com 24 / 33 The Hotelier’s Guide to Social Proof Marketing – By GuestRevu

Share your social proof as widely as possible

Your social proof doesn’t have to stay where you found it – share your social proof as widely as you can.

For example, if a happy guest leaves a complimentary comment in your guestbook, take a photo and share it on your Facebook and Twitter accounts as well. If you can find that person’s own social media accounts and @ mention them when you share their comment increase the chances of them you will not only make them sharing your post (which is feel like you really value their actually their comment) with their feedback, but you will also own social media circles.

guestrevu.com 25 / 33 You can also share particularly if you qualify for any by visiting website or in a magazine article, complimentary reviews and the TripAdvisor widget centre this is also a form of social proof testimonials on your website, or and publicise them. Just having (and a pretty good one, being try using a widget, such as those a minimum number of reviews related to the expert opinion of provided by TripAdvisor and could mean you qualify for a the site or magazine). Share the LateRooms, to pull fresh reviews “Bravo!” badge, and earning links to any online articles and or updated ratings from the a “Certificate of Excellence” is photos of press clippings on source website directly onto your mostly just a matter of receiving social media and on own webpage. above average reviews your website. This will encourage frequently and consistently engagement among your fans as TripAdvisor also offers special enough. well as locals, who will be proud free widgets and badges that of your accomplishment on you have to qualify for. Check If you are mentioned on a travel behalf of the area.

guestrevu.com 26 / 33 One of the most powerful things social media has done is to help make important purchasing information more available to the consumers looking for it.

– Khushbu Pandya, Weave Model: Global Strategy for Weaving Social Media Into Your Business

guestrevu.com 27 / 33 The Hotelier’s Guide to Social Proof Marketing – By GuestRevu

How to Use Social Proof

Thanks to the near-ubiquitous reach of the Internet, and especially social networking sites, the power of social proof has never been as easy to harness as it is today. However, there are a couple of ways to make your social proof even more effective.

guestrevu.com 28 / 33 Use video Videos are one of the forms of social proof “Excellent holiday” that you can generate yourself – video doesn’t lie, and when people see real guests having When you share your guest a good time in your videos, they will trust that comments and reviews, include they will enjoy themselves too. a picture of the guest who gave you the positive comment at your establishment, along with a text Include photos version of the comment. People are drawn more to images than text. On average, tweets with images get 35% more retweets and Facebook posts that include images get 39% more engagement than their text-only “Turn guest comments counterparts. into graphics” Additionally, research has found that people believe statements – GuestRevu more when they are accompanied by an image, even when that image has little to do with the statement. If you can’t get a picture of the guest, you can try turning your positive guest comments into graphics by superimposing them over a beautiful image of your establishment. Using a free online tool like Canva makes this easy, even for non-designers.

guestrevu.com 29 / 33 Include links Once you have used your reviews to prove to a traveller that your hotel is the best option, make it easy for them to act on their newfound Make it relatable confidence. If you are sharing your reviews Social proof works best when the person receiving it and the person who provided it are similar to each other or are in similar situations somewhere other than on – i.e. “I am looking for a family holiday, other family holidaymakers your own site (like social enjoyed this hotel, (rather than just other holiday makers in general) media), make sure you therefore my family and I will probably also enjoy it”. include links back to your site, your phone number or Make the most of this tendency by including a detail or two about email address. the person whose feedback you are quoting. You may have noticed that TripAdvisor asks people to say what kind of trip they were on; business travel, couples holiday, family holiday etc. and what nationality they are. If you can include a few details like this, your social proof may resonate more strongly with other people also planning a similar trip.

guestrevu.com 30 / 33 The Hotelier’s Guide to Social Proof Marketing – By GuestRevu

What We Have Learned

Now you know what social proof is, what the different types of social proof are, how to gather social proof online, and what to do with your social proof once you find it.

What is social proof Wisdom of the crowd – use reviews of hotels before they your bookings data and other book People are more likely to do types of social proof to illustrate something or approve of it if they how many people believe your Testimonials – testimonials are know that others have done it hotel is the right place to stay supercharged reviews, and are and approve of it. accompanied by the person’s full Personal referrals/Wisdom of name and a photo Types of social proof your friends – this is good old- fashioned word of mouth, but Expert/celebrity endorsement There are different forms of you can use social media to – well known travel-bloggers social proof, and all of them can make the most of it online or people with large online be used to promote your hotel in followings can be great sources different ways: Ratings and reviews – this is of endorsement in the hospitality the most common type of social sector User-generated content (UGC) proof in the hospitality industry, – works well on social media and often travellers seek out

guestrevu.com 31 / 33 The Hotelier’s Guide to Social Proof Marketing – By GuestRevu

How to get social proof Invite influencers – holding a talk about it quickly special lunch or tour, or offering discounted rates to bloggers How to use social proof Ask for reviews – just asking can help you get expert people to give a review will endorsement Include photos – people believe boost your review volume and things more when they are get you more social proof. Use numbers – put a number accompanied by images, and Sending out emails to your on how many good reviews or images are more likely to get guests after their stay with you is happy guests you have, people people’s attention a great way to do this believe crowds more than individuals Make it relatable – social proof Interact on social media – treat is more influential when it is guests like your friends on social Share your social proof as coming from someone who has media, engage in conversations widely as possible – social proof been in your prospective guest’s and share other people’s on one platform doesn’t have to shoes content, even if it isn’t directly just stay there, make the most related to your hotel of it by sharing it across your Include links – once you have social media channels, marketing convinced someone that yours is Go after repeat guests – repeat collateral and website the right hotel for them, make it guests are highly engaged with easy for them to act by including your hotel, and will probably Don’t settle for satisfaction, links, phone numbers or email be more than willing to write a aim for delight – make sure that addresses review or promote your hotel on guests enjoy their time with you social media so much that they can’t help but

guestrevu.com 32 / 33 The Hotelier’s Guide to Social Proof Marketing – By GuestRevu

Sources and further reading

7 Facebook stats you should know for a more engaging https://www.l2inc.com/research/luxury-hotels-user- people-like-to-follow-the-crowd/ page – Buffer generated-content https://blog.bufferapp.com/7-facebook-stats-you- Talking to Strangers: Millennials Trust People over should-know-for-a-more-engaging-page Newman EJ, Garry M, Bernstein DM, Kantner J, & Brands – Bazaarvoice Lindsay DS (2012). “Nonprobative photographs (or http://resources.bazaarvoice.com/rs/bazaarvoice/ 7 Things You MUST Understand When Leveraging words) inflate truthiness”, Psychonomic Bulletin & images/201202_Millennials_whitepaper.pdf Social Proof in Your Marketing Efforts – Kissmetrics Review, vol 19 https://blog.kissmetrics.com/social-proof-factors-2/ http://www.ncbi.nlm.nih.gov/pubmed/22869334 The Only Thing that Really Matters – Harvard Business Review 8 Brilliant Examples Of Social Proof On The Web Nielsen: global consumers’ trust in ‘earned’ advertising https://hbr.org/2011/06/the-only-thing-that-really-mat. https://blog.crazyegg.com/2012/02/02/examples-social- grows in importance html proof-on-web/ http://www.nielsen.com/us/en/press-room/2012/nielsen- global-consumers-trust-in-earned-advertising-grows. The Secret to Turning Consumers Green – Wallstreet Are Customer Reviews Promoting Your E-Business Like html Journal They Should? – Marketing Land http://www.wsj.com/articles/SB10001424052748704575 http://marketingland.com/customer-reviews-promoting- Nolan J. et al. (2008). “Normative is 304575296243891721972 e-business-like-151678 underdetected”, Personality and bulletin, vol. 34 Think with Google - The 2014 Traveler’s Road to BrightLocal 2014 Local Consumer Review Survey http://psp.sagepub.com/content/34/7/913.short Decision http://searchengineland.com/88-consumers- https://www.thinkwithgoogle.com/research- trust-online-reviews-much-personal- Over How Many Billion Served? studies/2014-travelers-road-to-decision.html recommendations-195803 http://overhowmanybillionserved.blogspot. co.za/2010/04/history-of-number.html Travel Consumer 2015: Engaging the empowered Cornell University (2012). “The Impact of Social Media holidaymaker on Lodging Performance” Khushbu Pandya, (2013) Weave Model: Global Strategy https://www2.deloitte.com/content/dam/Deloitte/uk/ http://scholarship.sha.cornell.edu/chrpubs/5/ for Weaving Social Media Into Your Business Documents/consumer-business/deloitte-uk-travel- https://www.amazon.com/Weave-Model-Strategy- consumer-2015.pdf Goldstein, N. J., Cialdini, R. B., & Griskevicius, V. (2008). Weaving-Business/dp/1625163916 “A room with a viewpoint: Using social norms to What fuels a tweet’s engagement – Twitter motivate environmental conservation in hotels”, Journal 2015 ‘Custom Survey Research Engagement’ by https://blog.twitter.com/2014/what-fuels-a-tweets- of Consumer Research, 35 Phocuswright on behalf of TripAdvisor engagement http://www.ejcr.org/Curations-PDFs/Curations11/ https://www.tripadvisor.com/TripAdvisorInsights/ Curations11-5.pdf n2665/5-tips-inspired-our-new-traveler-survey What is earned, owned & paid media? The difference explained – Titan SEO Independent Study of more than 12,000 global Robert B. Cialdini, (2001) Influence: Science and https://www.titan-seo.com/newsarticles/trifecta.html respondents reveals online travel review trends – Practice, 4th edition TripAdvisor https://www.amazon.com/Influence-Practice-Robert-B- Why Customer Engagement Matters So Much Now – https://www.tripadvisor.co.uk/PressCenter-i6603-c1- Cialdini/dp/0321011473 Gallup Press_Releases.html http://www.gallup.com/businessjournal/172637/why- Social Proof Is The New Marketing – TechCrunch customer-engagement-matters.aspx Luxury Hotels: User-Generated Content – L2 http://techcrunch.com/2011/11/27/social-proof-why-

guestrevu.com 33 / 33 Ready to influence your guests and get more bookings?

New methods can be a bit overwhelming to put in place, especially when you have so much on your plate already.

GuestRevu can help you – Copyright © 2016 by GuestRevu ⊲⊲ Automate guest feedback All rights reserved. No part of this publication may be reproduced, distributed, ⊲⊲ or transmitted in any form or by any means, including photocopying, Boost reviews on TripAdvisor (Platinum Partner) recording, or other electronic or mechanical methods, without the prior written ⊲⊲ Publish branded reviews across social media permission of the publisher, except in the case of brief quotations embodied in critical reviews and certain other noncommercial uses permitted by ⊲⊲ Monitor mentions of your hotel online copyright law. ⊲⊲ Group management of feedback and online Original vector on page 6 designed by Kreativkolors (Freepik.com) Original vector on page 28 designed by Yanalya (Freepik.com) reviews Original vectors on pages 4, 7, 13, 19, 21, 22, 28 & 30 designed by Freepik.com

GuestRevu Pty (Ltd) GuestRevu Limited 5 HarbourView, Harbour Road 9 Britannia Court, The Green Port Alfred, 6170 West Drayton Request my free demo Eastern Cape UB7 7PN South Africa United Kingdom Platinum Review Collection Partner guestrevu.com