Using Reviews For Marketing: Pushing “The Standard”
Whether your hotel caters to business travelers or leisure travelers, millennials or baby boomers, hipsters or those a little more mainstream, one thing is for sure: reviews matter to your business. In fact, according to TripAdvisor’s TripBarometer, 93% of travelers say that their booking decisions are impacted by online reviews. With so many travelers turning to reviews to help make their booking decisions, it makes sense for hotels to use this feedback to show off and market their reputation.
The idea of using reviews for marketing isn’t a new concept. We've been talking about it at TrustYou for some time now; we even offer products to make reputation marketing simple for hotels. Using travelers' feedback for marketing is easy, cost effective, and it instills a higher level of trust and confidence among consumers, ultimately leading to increased onsite conversion and more bookings. Many hotels and destinations are already hopping aboard the reviews as marketing train; just take a look at Trump SoHo, Lindner Hotels & Resorts or MySwitzerland.com for some great examples.
That said, it is always refreshing to see companies using this concept to push the envelope with their marketing. So far in 2014, one brand has done just that. Last week, Skift reported that The Standard, a collection of five hotels in New York, Los Angeles and Miami, has wrapped up some of its favorite reviews into a 2014 calendar. The calendar was given to select guests and is also available for purchase.
After having lived around the corner from The Standard in downtown LA for about eight years (and having spent many a lazy Saturday on the rooftop there), I have a soft spot in my heart for this brand. Maybe it is nostalgia, but I, for one, think this calendar is a wonderful and creative way for a brand to use and embrace its guest feedback. What about you? And, more importantly, how do you plan to use reviews for marketing in 2014?