Affluent travelers more receptive to online reviews than traditional media
When luxury consumers are deciding where to stay as they travel, reviews posted online have more influence than similar appraisals delivered in magazines, newspapers or television, according to a new report from Unity Marketing.
Similarly, advertisements for travel experiences that run in print or on television make less impact than reviews. Since online reviews from other customers pull more weight than even word of mouth from friends and family, hospitality brands need to find ways to give their guests a voice online.
“Those who want to attract the luxury traveler need to focus on ways to get their guests to post reviews or user-generated-content,” said Pam Danziger, president of Unity Marketing, Stevens, PA.
“A story from an actual guest is compelling, so travel marketers need to manage their word-of-mouth marketing efforts,” she said.
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