No matter where you fall on the spectrum between brand new travel business and household name, getting travellers to trust you is a crucial part of generating bookings. Now, this certainly is a lot easier if you have a name that’s recognised nationally or internationally but even then, you still have to work for that trust.
Add to that the present situation with the pandemic and how deeply impacted consumer confidence and trust levels have been, you now have to work that much harder to build that trust.
So, where do we start?
First, let’s be clear on what exactly travellers need to know in order to trust you and book. They need to know that:
- You can help them
- You’re going to deliver
- You’re going to have their back if something for some reason doesn’t work out.
Now, let’s go over 3 of the many ways you can convey this through your social media marketing:
Demonstrate your expertise
If someone is going to book with you, they need to know, not only what it is that you do, but also that you know what you’re talking about. You can showcase your expertise by posting what you may have heard referred to as “educational” or “value” content. These are things like tips and tricks, insights, examples of past trips you’ve organised, recognitions in the press, awards you’ve won…etc. All of these emphasize your expertise and contribute to the trust factor.
Humanise your brand
There are a lot of travel businesses out there, many probably offering similar services to the ones you offer, and one way to get travellers to trust you and choose you over a competitor is simply by creating a special bond with them. Show who is behind the business, show you understand their needs and wants, how they are feeling right now, what they are craving right now. You will also want to show what you have in common with them. It is well-known that people buy from people they like and trust. This also helps travellers feel like you get them, you will be there for them, and you can deliver the type of experience they are looking for.
Share social proof
Social proof is any evidence you can share that other travellers have booked with you in the past and enjoyed your services. The most commonly known type of social proof is customer reviews, which you absolutely should be collecting following each trip. But other examples include the sweet messages you receive from your clients while they are on their trip, the stories and posts they share and tag you in while they are away or the thank you email you receive from them afterwards. Sprinkle some of these on social media to show that the people who choose to book with you are /were happy about their decisions.
Follow these prompts to help your audience trust you more and let me know in the comments below, how do you like to build trust with your audience? What are some of the things you have tried that have worked well for you?