Why word of mouth is an agent’s best friend

Woman Holding Red Phone to Her Ear

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.

Latest News

  • Destinations
  • News

APT Launches 2025 Asia Adventures

APT has launched its Asia Adventures for 2025, including new luxury holidays in India, Sri Lanka and Japan. Five new tours lead guests to the highlights of India, including a seven-night cruise along the rarely travelled Lower Ganges aboard the Ganges Voyager. Further south, Sri Lanka’s greatest destinations are revealed on a new 15-day Land […]

  • Cruise
  • Luxury
  • News

Seabourn announces Western Kimberley Traditional Owners as Godparents of Seabourn Pursuit

Seabourn has named Western Kimberley Traditional Owners, the Wunambal Gaambera, as Godparents of the ultra-luxury purpose-built Seabourn Pursuit. It is the first cruise line to appoint Traditional Owners as godparents of a ship. Seabourn Pursuit embarks on its inaugural season in the Kimberley region this June. The naming ceremony will take place on Seabourn Pursuit’s […]

  • Luxury

Malolo Island Resort opens brand new Spa

Fiji’s Malolo Island has added another string to its bow – opening its $1.3 million day spa on Thursday, 18th April 2024. (Lead Image: matriarch Rosie Whitton with spa staff) Located at the edge of the resort’s luscious patch of tropical rainforest, the new “Leilani’s Spa” adds another level of elevated experiences to Malolo’s already […]