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”.