In today’s travel industry, brands pour money into the awareness, consideration and conversion stages of the customer journey. This sometimes flows into retention but advocacy? I’m usually met with a blank stare. Most brands focus on gaining new bookings and satisfying customers but few realise that the real magic is in turning those satisfied customers into loyal advocates.
So why is it that so many travel brands ignore this golden opportunity?
The advocacy blind spot
Have a look at your marketing strategy. Does it include a robust advocacy plan? Or is it just a hopeful afterthought, assuming your past guests will spread the word on their own? Here’s the truth: advocacy is often the most underutilised growth lever in the industry. According to Statista, 89% of consumers trust recommendations from people they know over any other form of advertising. Imagine leveraging this kind of trust in your marketing strategy. Yet most travel brands still treat advocacy like a side project.
Satisfied customers vs advocates
Here’s where most brands go wrong: they confuse satisfied customers with advocates. Sure, satisfied customers will book again and might leave a positive review but advocates? They’re different. Advocates don’t just buy from you again; they actively promote your brand, creating a snowball effect of organic marketing. They’re emotionally invested, part of your brand community and they’ll bring in more customers than any paid ad could.
Here’s a thought experiment: one advocate tells five people about a trip and inspires them to book. Those five book then also share their experiences and so on. It’s exponential. Unlike influencer marketing, which requires constant investment, guest advocacy grows over time like compound interest for your marketing budget.
Advocacy equals revenue
The numbers speak for themselves. Research shows that a 12% increase in advocacy can double your revenue. Why? Because advocacy isn’t just about getting new customers; it’s about building trust, reducing acquisition costs and solidifying brand loyalty. The more advocates you have, the less you have to spend on performance marketing and the greater the lifetime value of each guest.
Building advocacy: It’s a marathon, not a sprint
Turning past guests into advocates doesn’t happen overnight. It’s about staying engaged with them long after they’ve checked out. Yes, you can send a follow-up email or offer them discounts but that’s not enough. You need to build ongoing connections and provide opportunities for guests to share their experiences long after they return home. Think of it like influencer marketing but with your own guests.
GoPro, Patagonia and Airbnb have nailed this. They’ve built entire brands around their customers’ experiences, turning users into brand ambassadors. GoPro celebrates its customers’ adventures while Patagonia’s Worn Wear initiative connects its products to sustainability. These companies know that advocacy builds a community and that a strong community amplifies your message.
Advocacy as a business mindset
This isn’t just about tactics; it’s a mindset shift. Advocacy has to be embedded in your company culture. It should be personal. Guests should feel like part of your story, not just a transaction. Create moments worth sharing at every touchpoint, engage them in ways that reinforce your shared values and make it easy for them to share their experiences. When you build a community around your brand, advocacy becomes a self-sustaining ecosystem.
Track the impact with tools like Net Promoter Score to identify your biggest advocates then prioritise them in your marketing strategy. Your happiest customers are already doing the work for you. They just need the right tools and encouragement to amplify their message.
Brand marketing: The secret weapon
Brand marketing is making a comeback and for good reason. In an industry defined by emotion, experience and aspiration, performance marketing alone isn’t enough. It’s easy to get caught up in performance because it’s data-driven, measurable and gives instant feedback. But relying solely on this is a costly short-term fix.
You need to build an authentic, emotional connection with your customers. Airbnb, for instance, doesn’t just sell accommodation; it sells belonging. Intrepid Travel doesn’t just offer trips; it advocates for sustainable tourism. And the results are clear.
These brands aren’t just converting leads, they’re cutting down acquisition costs and building trust. They’ve realised that a strong brand identity drives customer loyalty and organic growth, and they’ve shifted their strategies accordingly.
The future of travel marketing
It’s time to embrace the power of advocacy as a core part of your marketing strategy. Forget chasing quick wins with paid ads. Build a community of passionate supporters who’ll do the heavy lifting for you. Make advocacy a priority, not an afterthought.
