Do you have travel plans for the rest of the year? If this question made you feel excited (or disappointed because you haven’t gotten around to planning yet), this is because travel is an experiential and emotional purchase.

Research from GWI has shown that the topmost reason people travel is to enjoy themselves and relax, followed by being able to experience new places and cultures. This is no surprise, considering how 1 in 5 people in the UK consider stress a part of their everyday life, with work being the most common source of stress.

For marketers in the travel industry, this is an opportunity to explore. Amid the very busy and stressful day-to-day lives of people, traveling has become a need, not just a want. Therefore, marketers need to convey effective messages about the emotional benefits of travel and inspire potential customers about experiences that can take them away from their day-to-day stresses.

Behavioural principles can be harnessed to emphasise the emotional benefits of travel when crafting ads. One popular and well-evidenced example is the use of social proof.

Social Proof in Travel Marketing

Social proof is a behavioural principle that describes our tendency to follow other people’s behaviours and opinions when we’re not sure of what to do. This is related to the concept of ‘herd behaviour’, which has been studied in the context of travel decision-making. While we generally make independent decisions in terms of what to book and when to do it, we tend to follow the behaviours and listen to the opinions of the ‘herd’ of other travellers who may be better informed and are better-experienced in destinations we intend to travel to.

There are different ways social proof can be harnessed in digital marketing. From Trustpilot reviews that highlight customers’ experiences to showing badges of awards won by a brand, these techniques have been used by brands to signal popularity and public approval.

In this article, we will detail three examples of how social proof can be applied for paid media travel ads: (1) customer reviews, (2) testimonials, and (3) awards.

#1 Customer Reviews

Customer reviews are reliable ways to get information about the quality of products and services before purchase. In the context of travel as an emotional and experiential purchase, reading other travellers’ reviews helps potential travellers imagine what kind of emotions they may also feel and the kinds of experiences they may also get from going to the same destination or booking the same hotel.

An example is the following Google Search ad from On the Beach, showing star ratings and the number of customer reviews. Visualising reviews through star ratings makes it easy for audiences to get an overview of the experience based on other people like them. Likewise, seeing a high number of reviews adds credibility to these ratings.

This is taken a step further when users click on ‘Rating’ in the Search ad, which redirects users to a review section where customer comments are displayed. These provide more detail to the initial ratings displayed, which provides more context to the initial ratings and strengthens the perceptions of potential customers about the travel experience as a whole or specific aspects of it, such as how helpful the staff may be.

#2 Testimonials

Similar to customer reviews, testimonials allow potential customers to read about other people’s experiences to help them decide what they want. However, testimonials also harness the messenger effect, which is another behavioural principle that refers to how the source of the message influences our perception of the message.

In Titan Travel UK’s Meta ad, they harness the use of testimonials from actual customers. This is effective primarily because of its authenticity. By using a messenger like Heather who is relatable to the audience, and having Heather share about a real travel experience, potential customers are more likely to believe the message. Similarly, the inclusion of actual images from the trip makes it easier for potential customers to visualise the kind of experience and travel photos they might also have from the trip.

#3 Awards

While customer reviews and testimonials exemplify social proof from a customer perspective, awards are simple ways to show how those brands are vetted by the industry. This is a signal to be trustworthy and allows the brand to stand out from competitors who haven’t received the same kind of recognition. This is exemplified by the following Search ads from Riviera Travel and Abercrombie & Kent, which highlight ‘Award-Winning’.

Key Takeaways

Travel is an experiential and emotional purchase, which is important given the high levels of stress many people are experiencing at present
Social proof is a behavioural principle about how we tend to follow the behaviours and decisions of others
There are three effective ways social proof can be harnessed in paid travel ads:
- Customer reviews from travellers that show ratings and numbers to signal popularity and quality of experience
- Travel testimonials providing personal anecdotes that highlight authenticity
- Awards for travel brands that signal the crediblility and trustworthiness of brands

Are you curious to know how much impact social proof can make in your paid travel ads? Get in touch with us!

MEET THE
AUTHOR.

ARIANE MARASIGAN

As part of the Human Behaviour team, Ariane helps ensure that Reflect Digital’s work is centred on people by applying insights from audience research and behavioural science. She aims to inspire others to see different perspectives and appreciate the diversity in being human.

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