It is said that actions speak louder than words and when it comes to social proof, noticing actual behaviour can be more powerful than we sometimes care to admit. As humans, we are built to adapt, to mimic actions and behaviour, to live according to an unspoken set of rules.

Hotelchamp data scientists frequently analyse trends and browsing habits amongst devices. As well as providing an understanding of how guests browse and book their overnight stays, it also provides valuable insight into how to optimise website campaigns and marketing to suit browsing behaviours and devices.

Hotelchamp has analysed 500 million data points from the booking process of 1500 hotels from around the world. From chains to independents and from resorts to hostels, regardless of whether guests are looking for luxury or simplicity, family or flexibility, the behaviour is the same – there is a definitive guest journey on every hotel’s website. Defined by 5 key phases, this guest journey is based on universal objectives, opportunities and obstacles that are present in the decision-making process of every potential booker.

Hotelchamp’s Data Insight: The latest independent research and industry benchmarking, straight from the Hotelchamp data science team.

In recent years, the concept of colour psychology has become a hot topic in art and marketing, as well as many other areas. Experts and researchers have been able to make some meaningful discoveries about the psychology of colour and the effect it has on people’s behaviour, mood and feelings.

The term “influencers” has been thrown around a lot – this year especially. “Influencers” are users on social media who have established both credibility and popularity within a certain industry.

Hotelchamp has analysed 500 million data points from the booking process of 1500 hotels from around the world. From chains to independents and from resorts to hostels, regardless of whether guests are looking for luxury or simplicity, family or flexibility, the behaviour is the same – there is a definitive guest journey on every hotel’s website. Defined by 5 key phases, this guest journey is based on universal objectives, opportunities and obstacles that are present in the decision-making process of every potential booker.

The design of your website makes a much bigger impact on people than you might realise. A profitable hotel website is one that builds trust with its visitors and influences them to book directly on the website. All elements, from branding to layout and colours to “calls to action” (CTAs) play a crucial role in engaging with users and increasing the hotel website conversion.

In the time of dial-up internet, many people’s modems would occupy the phone line, effectively disabling the telephone whilst they were online. This inconvenient procedure seems unthinkable in our ever-connected world. There’s also a peculiar irony to it when you consider that your phone is now the very thing that enables our ever-present connection – not something that would challenge it. After all, we don’t just “go online” as we once did – we now live our entire lives online.

The final of 3 parts in our Value of Social Proof series

Part 1: Filmed In Front Of A Live Studio Audience

Part 2: The Awkward Silence – The Necessity of Social Proof

There are two distinct approaches that almost any business can leverage to make sure social proof is an asset, not something to live under the tyranny of. Where possible,