For luxury hotels the answer is word-of-mouth advertising is critical.  The Nielsen Internet survey released late last year concluded, “Despite the ever expanding array of advertising platforms and sources, consumers around the world place their highest levels of trust in other consumers.”

The #1 most trusted source of information is recommendations from consumers.  What’s really interesting is the #3 most trusted source is consumer opinions posted online!

I will be discussing the implications of this research on luxury hotel marketing in coming posts.  I’ll also discuss how luxury hotels can maximize word-of-mouth advertising – specific strategies are needed. 

If you’re a luxury hotelier I’d be interested in hearing what you think.  Share your ideas with fellow readers.  Here are the “Consumer-Media Trust Rankings”.

Word-of-mouth

AUTHOR: Madigan Pratt

Madigan Pratt is President of MP&A Digital & Advertising, an award-winning agency helping luxury hotels attract and retain profitable customers. Principals with over 60 years of collective experience at some of the world's largest advertising and direct marketing companies lead the agency's team of marketing, creative, public relations, Internet and social media professionals.

3 Comments
  • Hi Madigan,
    I completly agree with you. I’m the General Manager of an Word-of-Mouth Agency in Portugal called embaixadores.com (it translates to ambassadores or advocates). We are currently preparing a campain for an hotel, as this is the most effective way to get notice and conduct to sales. The idea here is to use the natural word-of-mouth and give people more reasons to talk about the things they love and to share their best experiences.
    I’m waiting to read your upcomming posts.

    Best,
    Francisco

    February 13, 2009
  • Madigan Pratt

    Francisco,
    Will check it out. I write quite a bit about word-of-mouth advertising. I do believe there is a real need to harness both online and offline WOW advertising today. Helps build brand advocates and loyalty. Those companies that do it well and build a strong core of loyal customers will be the most successful (profitable).
    I do post quite a bit of research on WOM advertising. While most relates to US consumers, I do hope you find it useful in Portugal.
    All the best,
    Madigan

    February 13, 2009

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