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What’s the first thing you do now before you visit a new restaurant for the first time or book a hotel room online? You probably ask a friend for a recommendation or you check out the reviews online. Now more than ever, the story your customers tell about you is a big part of your story. Word of mouth is accelerated and amplified. Trust is built digitally beyond the village. Reputations are built and lost in a moment. Opinions are no longer only shared one to one; they are broadcasted one to many, through digital channels. Those opinions live on as clues to your story. The cleanliness of your hotel bathrooms is no longer a secret. Guests’ unedited photos are displayed alongside a hotel brochure’s digital glossies. TripAdvisor ratings are proudly displayed by hotels and often say more about the standards guests can expect than do other, more established star ratings systems, such as the Forbes Travel Guide‘s ratings. Once-invisible brands and family-run hotels have had their businesses turned around by the stories their customers tell about them. “With 50 million reviews and counting, [TripAdvisor] is shaking the travel industry to its core.” —Nathan Labenz It turns out that people are more likely to trust the stories other people tell about you than to trust the well-lit Photoshopped images in your brochure. Reputation is how your idea and brand story are spread. A survey conducted by Chadwick Martin Bailey found that six in ten cruise customers said “they were less likely to book a cruise that received only one star.” There is no marketing more powerful than what one person says to another to recommend your brand. “Don’t waste money on expensive razors.” “Nice hotel; shame about the customer service.” In a world where online reputation can increase a hotel’s occupancy and revenue, trust has become a marketing metric. “[R]eputation has a real-world value.” —Rachel Botsman When we were looking to book a quiet, off-the-beaten-track hotel in Bali, the first place we looked wasn’t with the travel agents or booking.com. I jumped online and found that one of the area’s best-rated hotels on tripadvisor.com wasn’t a five-star resort but a modest family-run, three-star hotel that was punching well above its weight. This little fifteen-room hotel had more than 400 very positive reviews and had won a TripAdvisor Travellers Choice award. The reviews from the previous guests sealed the deal. The little hotel in Ubud was perfect. The reviews didn’t lie, and of course the place was fully booked with a steady stream of guests who knew where to look before taking a chance on a hotel room. Just a few years before, this $50-a-night hotel would have been buried amongst a slew of well-marketed five-star resorts. Today, thanks to a currency of trust, even tiny brands can thrive by doing the right thing and giving their customers a great story to tell.

We followed Captain Skinny inside, and as we stepped into the lobby the cool air hit me with a force that numbed my lips and made time slow down. But we all made it over to reception somehow without slipping into hypothermic shock. The man at the desk inclined his head at us with great gravity and said, “Good afternoon, sir. Do you have a reservation?” I nodded back and said we had, in fact, reserved a room—and Rita leaned in front of me and blurted out, “Not a room, it’s a suite? Because it’s supposed to be, I mean, and anyway when we got it—online? And Dexter said—my husband. I mean, Morgan.” “Very good, ma’am,” the clerk said. He turned to his computer, and I left Rita to go through all the little rituals of registration while I took Lily Anne and followed Cody and Astor over to a large rack holding pamphlets for all the many charming and glamorous attractions this Magic Isle held for even the most jaded traveler. Apparently, one could do almost anything in Key West—as long as one had a couple of major credit cards and an overwhelming urge to buy T-shirts. The kids stared at the dozens of brightly colored brochures. Cody would frown and point to one, and Astor would pull it from its slot. Then their two heads came together over the pictures as they studied the page, Astor whispering to her brother and Cody nodding and frowning back at her, and then their eyes would snap up and they’d go back to the rack to pick another one. By the time Rita had us registered and came to join us, Astor held at least fifteen brochures.

You can find event planners by doing an online search of the following key words: DESTINATION MANAGEMENT COMPANY GENERAL CONTRACTORS FOR EVENTS EVENTS PRODUCTION Then send an introduction e-mail that is short and to the point. It should mention that you are available for events and that you would like them to consider you for future clients. Include your PDF brochure and ask them to call should they have any questions. When you get an Account Manager on the phone from an event company, ask them questions to help you understand what their needs are. Here are a few: What do you look for when contracting with an artist? Who are your main clients? What type of companies? What seems to be the most popular theme of the events you do?

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