Why word of mouth is an agent’s best friend

Woman Holding Red Phone to Her Ear
By Hannah Edensor


Agents might be going up against modern technology to win customers, but that doesn’t mean they still don’t have an edge.

Studies have shown that word of mouth is the primary way people share their travel experiences, and why agents need to capitalise on this trend.

So what’s this report we’re banging on about? Why, it’s The New Digital Traveller Report exclusively shared by Criteo, and it’s giving insights on travellers that arm agents with all they need to know.

We all know travellers love a good selfie, a social media post, and sharing things with their friends, but it turns out they also just love a good chinwag.

In the final stage of the travellers’ journey – which includes Dream, Search, Book and the Travel itself – the report looks at what happens when travellers come home and share their experiences, both good and bad.

Unsurprisingly, 58 per cent of participants in the report post comments on social media, but on top of that, 44 per cent communicate their experiences via personal conversations, either in person or on the phone.

At the lower end of the spectrum was the online review, with 18 per cent writing TripAdvisor reviews, and 10 per cent writing reviews on OTAs like Expedia.

But the most interesting statistic to emerge from the report was that the modern digital traveller is most influenced by word of mouth and past travel experiences. What does this mean for travel agents?

It means if you provide an amazing service for your client, others will hear about it. But the same goes for a poor experience. On top of that, travellers looking to plan a trip will be strongly influenced by what their friends, family and colleagues have to say.

Suffice to say, you should never underestimate the power of word of mouth marketing. If your client is sharing experiences via social media, having your own social media presence is a stroke of genius for agents, as it makes you even more accessible to others looking to replicate a trip they’ve heard about from a friend.

For more insights into how Aussie travellers are sharing their experiences, and how agents can be front of mind for the modern-day traveller, download your free Criteo report here.

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