In an ever-saturated market, skeptical consumers need evidence before they click the “book now” button.
A rave review just might do. Testimonials are one of the most powerful tools in your arsenal to convince new customers to book your trips. They give even the most uncertain consumer reason to believe your travel company offers a valuable service by showing proof. Whether you’re already collecting them or you’re unsure of broaching the subject with your travel crew, here are some tips for obtaining and using traveler testimonials to their fullest potential.
1. Don’t Wait Until After the Trip
As tempting as it is to wait for the post-event survey to grab travelers’ testimonials, it’s not the most reliable method to get usable feedback. The number of travelers who will respond to these surveys dwindles as time passes, and even if you do get a quote you can pull as a testimonial, it’s bound to be less compelling than something gathered in the moment. When your travelers are still experiencing activities on your trips or just after is the perfect time to gather these testimonials. Ask them questions about their experience as it’s occurring or shortly after to get the most high-impact, emotionally driven praise about your trips.
2. Multimedia Is Your Friend
The adage “a picture is worth a thousand words” applies to testimonials, too. Photos and videos lend authenticity and validity to traveler testimonials because they’re visual proof of the travelers’ positive feelings toward what they experienced. During some of the trip’s most signature moments, take photos and videos of your travelers. Whether it’s an incredible zip-line outing or a wildlife encounter, these powerful moments are bound to put a smile on your travelers’ faces — and these smiles are far more impactful than any standalone quote could be. To use video testimonials, ask your travelers how they felt during those experiences and record their responses. To address any of your travelers’ privacy concerns, get everyone to sign a waiver at the beginning of the trip that states you or the trip leader will be taking photos and videos throughout the trip.
3. Incentivize Travelers
Another way to encourage your travelers to provide testimonials is to offer incentives. People lead busy lives and don’t always feel like taking the time to provide detailed information in post-trip surveys, but you can increase the likelihood they will by making it worth their while. You can do this by offering reasonable rewards in exchange for their testimonials. These rewards don’t have to be extravagant; they could range from company-related merch like water bottles and T-shirts to vouchers for $100 off their next trip booked with you. You can also incentivize them to refer your company to other prospective travelers because referrals are, in a way, their own kind of testimonial.
4. Use Them Everywhere
Once you have these valuable testimonials, they should be used in every public-facing marketing initiative your company has, from social media to the homepage of your website. Incorporate short-form vertical videos and photographs paired with quotes on platforms like TikTok and Instagram. Include testimonials at the end of your marketing emails and newsletters, as well as on any physical marketing materials. Don’t rely on a separate testimonials page on your website. Include testimonials in the footer of your site so they appear across all the pages. The more visible they are, the more likely these testimonials are to influence future customers.
5. Specificity Sells
“This was the trip of a lifetime” versus “The incredible views of the vineyards and the accompanying history tour of the castle made this the trip of a lifetime.” Which one is the more convincing testimonial? The first statement is vague and could describe any trip. The second statement shows prospective customers what they can expect on their trips and paints a vivid picture of their experience using details loaded with imagery. Encourage travelers to be as specific as possible when they’re providing testimonials by asking them questions that demand details, such as “Tell me about your favorite experience on this trip.” By asking open-ended questions that require specific feedback rather than simple answers, you’re more likely to get usable details. You can also ask travelers to use your company’s name and shout out their trip leaders and tour directors in their responses.
