92% of Consumers Trust “Word of Mouth” Most. Today’s Savvy Travel Marketers Use “Social Proof” to Help Tourism Businesses Survive and Thrive

The voice of fellow travel consumers is still the #1 & #2  influence when it comes to the most trusted forms of advertising.

According to a important Nielsen report, which surveyed more than 28,000 Internet respondents in 56 countries, 92 percent of consumers say they trust recommendations from friends and family above all other forms of advertising – an increase of 18 percent since 2007. Online consumer reviews (i.e. TripAdvisor, Yelp, Foursquare and Facebook, etc.) rank as the second most trusted source, with 70 percent of global consumers surveyed online indicating they trust messages on this platform, an increase of 15 percent in four years.

 Word of Mouth Tourism Advertising = “Social Proof”

Travel Advertising Research Graph

Travel Advertising That Works!

Word of mouth advertising is the “social Proof” that consumers will rely on more and more. Social media is no more than 100’s of millions of people sharing their recommendations and opinions. When you actively pursue endorsements, reviews and testimonials in your marketing strategy and communications, you are providing “social proof” and getting your clients selling for you.

For over 20 years I have helped global independent tourism professionals increase sales, arrivals and profits with an emphasis all forms of active and outdoor tourism. I have seen it time and time again that getting their clients selling for them with testimonials, review and recommendations on their website and in social media sites, radically increases prospects, sales conversion, reduces time spent selling, reduces over all marketing costs and increases profits.

Here is a recent Facebook comment (social proof) from Doreen Toller an Alaskan tour operator and a customer who learned about how to use the power of  “social proof” tourism marketing from my Tourism Marketing Success Online program This increase has been worth an additional US$192,000 in increased sales in less then 2 years.  And what makes it really awesome, this big increase was during a challenged economy and with very strong competition.


a 45% increase in sales in 2011.

Doreen Toller

“I can’t recommend this course enough. Some folks may have heard me state a 45% increase in sales in 2011. Well, 2012 YTD sales are up another 23%. We started out with Tim’s suggestions slowly and after we noticed results we stayed after it. Now, we’re realizing our dreams. Leads are more qualified, conversions are up. The proof is in the sales increase!”

Reply · 2 · Like · Follow Post · Monday at 12:37pm


So why would any travel professional not more actively integrated tourism social proof marketing and get their best clients selling for them? Confusion? No time? Stuck in the old marketing patterns of last century?

Wake up. If you want to survive and thrive in the the 21st century, you must actively integrate all forms of social proof into your tourism marketing.

Key Take-a-ways for Tourism Marketers

  • Word of mouth remains most credible
  • Learn how to get your best clients selling for you
  • Trust in traditional paid advertising messages declines
  • “Social proof” tourism marketing rocks!

If you want to learn more secrets of today’s most successful travel & hospitality marketing gurus and how they attract more inquiries, bookings, and  arrivals in any economy … and how you can profit too, check out what many tourism professionals like you have to say about my Tourism Marketing Success program.


What do You Think? How Are You Using “Social Proof” in Your Tourism Marketing?

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