With over half of people stating they would unfollow a brand, simply because of the way that they speak on social media, your tone of voice could potentially make the difference between whether or not someone books with you this summer.  It has been found that brands with a consistent, strong and most importantly human tone of voice are those that have the best response from customers online, so as you reopen it’s important to get it right.

Here are four tips that will help:

Vary Your Content

It’s very important not to scare customers off with a constant stream of marketing messages, so follow the 5-3-2 rule. Out of every 10 posts:

Tell your story

Who are you really? How did your company come to be? Believe it or not, your customers care about where your products or services come from and they’re interested in the story behind it all. Share your brand’s story connecting your history with your brand values and the benefits you offer.

Say Thank You, and sorry.

Reply to every comment, tweet, or mention. Thank customers who share content, or simply mention your brand, and be sure to reply to ALL questions, even non-business ones. Acknowledging a customer’s engagement will make them more likely to engage with your brand in the future as they know someone is listening on the other end.

Made a Mistake? That’s Okay, You’re Human! If you’ve made a mistake like messing up someone’s booking and they’ve posted it to your social media channels, admit fault and humanise your error. Customers will be much more likely to forgive you if you reply with something genuine rather than a scripted corporate sounding reply.

Take a Stand

Most big brands are too afraid to land on either side of an issue for fear of losing customers or corporate restrictions requiring them to stay neutral on social media. Studies have shown that people are 4 times more likely to buy from a brand with a strong purpose,  so have an opinion on issues that are important to your brand and share relevant content.

If your brand works with a charity, why not share their messages and opinions through your social channels? Showing you care about a world issue proves you’ll care about your customer’s issue as well (e.g. a problem with their tickets).


Digital Visitor’s mission is to inspire people to do the things worth doing. We specialise in driving bookings, footfall and revenue for tourism businesses. This season is set to be one of the most important seasons in UK tourism and it is possible to relaunch successfully with a digital-first strategy. 

If you are looking for help filling your capacity across all your available booking times, please don’t hesitate to get in touch – we’d love to help.