How travel companies leverage social proof to drive online engagement

When buying something as important - and expensive - as a vacation, customers need to be sure that they are making the right choice. Tactics such as ratings and reviews, popularity messaging and recommendations are proven to turn browsers into bookers.

Download the ebook to find out how to:
  • Build trust in your brand with customer feedback
  • Inspire customers with the latest trends
  • Help shoppers make faster decisions with valuable information
See what's inside:

What is social proof?

“Social proof is a psychological phenomenon where people reference the behavior of others to guide their own behavior. This tendency is driven by our natural desire to behave “correctly” under most circumstances—whether making a purchase, deciding where to dine, determining where we should go, what we say, who we say it to, and so on”

- Nielsen Norman Group.

The term social proof - also known as social influence - was coined by Dr. Robert Cialdini, who found that when making a decision, people are guided by six principles of influence:

  • Similarity. Tendency to like others who are similar
  • Consistency. Desire to be consistent with what we have already said/done
  • Scarcity. Desire to have things that are rare
  • Consensus. Desire to follow the lead of others
  • Authority. Desire to follow the expert
  • Reciprocity. Desire to give back to somebody that gave you something

Put simply, when people see others taking an action and benefiting from it, they tend to take the same action.

When buying something as important - and expensive - as a vacation, customers need to be sure that they are making the right choice. Social proof is a proven tactic for travel merchants to turn browsers into bookers.

Here, we’ll explore some easy-to-implement social proof strategies you can add to your travel marketing toolkit. Find out how to:

  • Build trust in your brand with customer feedback
  • Inspire customers with the latest trends
  • Help shoppers make faster decisions with valuable information