[Welcome back to our Word of Mouth Marketing Lessons newsletter. This is text from the great issue all of our email subscribers just received. Sign yourself up using this handy form.]

Hotels rely a lot on word of mouth. Opinions on review sites like Yelp and TripAdvisor are more influential than ever. They have to do more than have a clean room in a nice location — they have to be buzzworthy.

Here’s how three different hotels do it:

1. Find opportunities to be more useful
2. Tap into a niche group
3. Do more to make up for your mistakes

1. Find opportunities to be more useful

You know that couch in every hotel room most people never use? Hutton Hotel in Nashville replaced it with an elliptical machine. For about the same amount of money and space, they can offer their guests something much more remarkable than a couch to put their suitcase on — and lots of people are talking about it. When a guest walks into one of these hotel rooms, it’s an instant reminder that this place is different.

2. Tap into a niche group

Hiroshima Prefecture in Japan is a great place for cycling tourists. But the problem is most hotels don’t accommodate cyclists that well. Traveling with a bicycle is a hassle and expensive, and most of the time, there’s not a place to securely leave it locked up. Hotel Cycle in Japan was made especially for this purpose. They have a bike parts shop where they also rent bicycles, wide hallways for wheeling your bike inside, and a wall rack to store it in your room. That’s a great way to stand out from other hotels and earn word of mouth within cycling communities.

3. Do more to make up for your mistakes

Marriott Hotels knows that one of guests’ biggest concerns is that their room won’t be available when they get there. Accidental overbooking and cancellations happen to everyone. To make up for when it does happen, Marriott Hotels has a “no walk” policy. They won’t just simply turn someone away. They’ll pay for their lodging at another hotel, their transportation there, and a $100 gift card. Marriott’s former head of strategy, Lee Pillsbury, says the expense they pay to make it better is worth the good feelings and preference they earn back from those guests.

email

Tags: , , , , , , ,

Comments are closed.

Featured Downloads

Download: “The Difference Map” by Bernadette Jiwa

We’re big fans of author of The Fortune Cookie Principle and TEDx speaker Bernadette Jiwa, who says that good marketing…

Read More

The first chapter of “The Social Media Side Door” by Ian Greenleigh

Ian reveals the best ways to earn the attention of influential people using social media channels.

Read More

9 Things to Share That Start Conversations

Use the examples in this guide to help inspire ways to make your message more portable and shareable.

Read More

3 Must-Use Word of Mouth Marketing Tools

These tools will help you kick off any word of mouth campaign no matter what topic, industry, or budget.

Read More

The Top Four Tips for Multiplying Your Word of Mouth

These tips can help you get your marketing to do more work without a lot of extra effort.

Read More

10 Ways to Turn Around Negative Word of Mouth

The most effective ways to stop negative WOM with examples from Zappos, FedEx, Dell, and more.

Read More
Get our free weekly newsletter

Join 35,000 brilliant word of mouth marketers by signing up for our free weekly email newsletter filled with actionable word of mouth ideas.

You’ll be blown away by just how good you can be at this.

Never display this again