THRev.co
"Discover the shift from Key Opinion Leaders (KOLs) to Key Opinion Consumers (KOCs) in hotel marketing. Learn how authentic customer reviews are replacing traditional endorsements and why focusing on real experiences and community engagement is crucial for success."
From KOL to KOC: The New Age of Hotel Marketing
Shift happens. In hospitality, it's not about predicting the next big thing—it’s about adapting to it. The latest shift? Moving from Key Opinion Leaders (KOLs) to Key Opinion Consumers (KOCs).
KOLs are influencers or experts with a large following. They endorse products, and people listen. But they’re becoming yesterday's news.
KOCs are everyday customers who share their genuine experiences. They’re your guests, and their reviews hold the mic now. They don't just influence; they embody authenticity.
Why the Shift?
Authenticity Matters
People crave real experiences, not polished endorsements. A guest sharing a heartfelt review resonates more than a paid promotion.
Example: Jane Doe’s Instagram post about her spontaneous weekend getaway, highlighting your hotel's cozy nooks and exceptional service, will likely get more traction than a celebrity's staged photo.
Trust Over Fame
Trust is the currency of the modern market. Customers have greater trust in peers than in celebrities.
Analogy: Think of it this way—would you trust your neighbor’s restaurant recommendation over a billboard ad? Exactly.
Cost-Efficiency
Leveraging KOCs is budget-friendly. Encouraging authentic reviews costs far less than high-profile endorsements.
How to Harness KOCs for Your Hotel?
Encourage Reviews
Prompt guests to leave reviews post-stay. Use simple, direct communication. Make it easy and rewarding.
Spotlight Genuine Stories
Share guests' stories on your social platforms. Celebrate their experiences as testimonials.
Engage with Your Community
Respond to reviews, both good and bad. Show that you listen and care.
KOLs are not obsolete, but KOCs are the new MVPs in the marketing game. Embrace the shift. Focus on cultivating authentic relationships and leveraging the power of genuine customer experiences. Your guests are not just consumers; they are your best marketers.
In the end, a heartfelt story from a trusted peer will always trump a scripted endorsement. Your hotel's future? It’s in the hands of your guests. So, let's make every stay a story worth sharing.
Continue Reading
The OTA Trap: Why Rankings Don’t Equal Bookings
OTAs sell the dream that high visibility equals full rooms, but this often isn’t true. If you’re visible but still have empty rooms, it may be due to a lack of hotel desirability. It’s time to change your strategy and boost your hotel's appeal.
Increase OTA Clicks with the Right Cover Photo
Learn how to boost your OTA homepage click-through rate by optimizing your cover photo. A well-chosen image can significantly increase customer engagement and impressions.