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There are two factors for any modern day consumer to decide on the hotel they choose - firstly how desirable a hotel is from a value and quality standpoint and secondly how much they trust the hotel brand.
The following are some of the ways through which you can build a trustworthy online brand:
- 1. MAINTAIN A HEALTHY ONLINE REVIEW PROFILE
It is estimated that around 91% of consumers in the age group of 18 to 34 are seen to trust online reviews as much as personal recommendation from a friend. The customer's trust in a brand is largely influenced by the input of fellow consumers. Therefore, you need to ensure that not only you receive positive reviews but also a steady stream of new reviews on a weekly basis.
- 2. ALLAY CONSUMER FEARS ABOUT DATA SECURITY AND PRIVACY
Brands need to proactively defend against consumer mistrust since data leaks are more frequent within the hotel industry. With the 'PCI certified' badge on the guest information page, consumers will get the required peace of mind to know that their data is handled securely and in an encrypted manner.
- 3. PRIORITIZE ORGANIC SEARCH OVER PAID SEARCH
Try to prioritize on organic search rather than paid search. However,paid search is still a critical part of holistic digital marketing strategy and is used for protection of important search terms and supplement organic search efforts.
- 4. CREATE AUTHENTIC, AND RELATABLE CONTENT
With the help of authentic content, you can build a trustworthy online brand. Try using lifestyle photography for showcasing the most appealing settings and experiences at your hotel. Include helpful resources and aspirational storytelling through your blog content.
- 5. INTEGRATE THE BOOKING ENGINE INTO YOUR OWN WEBSITE
One of the unpleasant surprises is when you click on the "Book Now" button and it leads away from the hotel website to a new window and domain. A great way to fix this problem is to use your booking engine API for pulling inventory and content from your CRS while at the same time creating a custom front-end design which integrates into your hotel's own website.