Measuring word of mouth - the bottom line impact

Judy Melanson and Heather Magaw

While still in its infancy, the practice of developing and implementing marketing strategies designed to leverage the power of personal recommendations on a grand scale holds great promise.

Measuring word of mouth – the bottom line impact

Judy Melanson and Heather MagawChadwick Martin Bailey, Inc., United States

WORD-OF-MOUTH ADVOCACY HAPPENS

Word-of-mouth (WOM) advocacy, where a person enthusiastically recommends a company, destination or experience to a friend, relative or neighbor occurs naturally and frequently in the travel and leisure space. In the last two years, seven in ten Americans recommended a hotel, airline, restaurant, cruise, theme park or airline to another person ... and most aren't only talking to one person, on average, they “spread the word” to four people!

Of the eight travel and leisure...

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