Introduction
In “Contagious: Why Things Catch On,” Jonah Berger delves into the intricate web of human psychology and social dynamics to unravel why specific ideas, products, or stories spread like wildfire while others languish in obscurity. This book, published by Simon and Schuster in 2013, provides valuable insights into the art and science of creating contagious content, offering invaluable lessons for hotel managers and professionals in various industries.
The central lesson that Jonah Berger imparts in “Contagious” is that there is a method to the madness of virality. It is not a matter of pure chance or luck but a result of well-defined principles and strategies. Understanding these principles can increase the likelihood of their ideas, products, or messages catching on and spreading like wildfire.
Central Pillars
Social Currency
One of the central pillars of “Contagious” is the concept of “social currency.” Berger argues that people often share information or experiences that make them look good in the eyes of others. As hotel managers, understanding this principle can be transformative. By creating unique and remarkable experiences for your guests, you can encourage them to share their positive experiences on social media platforms, enhancing your hotel’s reputation and visibility (Berger, 2013). For instance, offering exclusive amenities, personalized services, or hosting special events can elevate the social currency of your hotel. When guests share their extraordinary experiences, it promotes your hotel and attracts new customers seeking similar lavish experiences.
Triggers
Berger emphasizes that triggers play a vital role in making things contagious. Triggers are stimuli that prompt people to think about a specific topic or brand. These triggers can be external, like hearing a song, or internal, like a personal memory. For hotel managers, understanding the power of triggers can be a game-changer. By associating your hotel with positive and relevant triggers, you can ensure that your brand stays at the top of potential guests’ minds. For example, if your hotel is known for its exquisite beachfront views, promoting these views through marketing materials can trigger people to think of your hotel when they plan their beach vacations.
Emotion
Emotion is another critical pillar discussed in “Contagious.” Berger argues that content that evokes strong emotions, whether laughter, awe, or anger, is more likely to be shared. People share content that makes them feel happiness, inspiration, or empathy. As hotel managers, understanding the emotional aspect of contagion can guide your marketing and customer service efforts. For instance, designing hotel experiences that create lasting memories and evoke positive emotions can lead to guests sharing their experiences with others. A honeymoon couple that experiences a romantic surprise or a family with a heartwarming adventure at your hotel is likelier to share their joy with their social circles.
Public
Berger points out that making your product or idea more visible increases its chances of going viral. People tend to imitate what they can easily observe. He introduces the concept of “Monkey See, Monkey Do” to illustrate this point. As a hotel manager, you can apply this principle by strategically showcasing your hotel’s strengths and positive aspects. Encourage guests to post pictures on social media platforms and create a visually appealing presence online. Collaborating with influencers or travel bloggers can increase your hotel’s visibility and credibility.
Practical Value
Lastly, Berger highlights the importance of practical value. People share information that they believe will be helpful to others. Providing your guests valuable tips, guides, or insights about their stay can encourage them to share this information with their friends and family. For hotel managers, this means going beyond the traditional hospitality service. Consider creating informative content such as local guides, travel tips, or special packages that add value to your guests’ experience. When guests find your offerings useful, they are more likely to share them, extending your hotel’s reach.
Discussion
The lessons from “Contagious: Why Things Catch On” have significant implications for future hotel managers and professionals in the hospitality industry. In a world of fierce competition, where customers have numerous choices, understanding how to make your hotel contagious is invaluable. First and foremost, hotel managers can leverage the concept of social currency to enhance their hotel’s reputation. Creating experiences guests are eager to share with their social networks can amplify your hotel’s visibility and appeal. This not only attracts new customers but also fosters loyalty among existing ones.
The concept of triggers is equally relevant in the context of hotel management. By associating your hotel with appropriate triggers for travelers, you can ensure that your brand remains at the forefront of their minds when planning their trips. This can lead to increased bookings and a competitive edge in the market (Berger, 2013).
Emotions are the heart of the hospitality industry. Guests seek experiences that evoke positive emotions and lasting memories. Understanding the role of emotion in contagion can guide hotel managers in crafting experiences that resonate with guests on a deeper level. Happy guests who share their joyful experiences become powerful advocates for your hotel.
Conclusion
In conclusion, “Contagious: Why Things Catch On” by Jonah Berger offers many insights that can revolutionize how hotel managers approach their businesses. By applying the principles of social currency, triggers, emotions, public visibility, and practical value, hotel professionals can create contagious experiences that attract and retain guests, ensuring long-term success in a competitive industry. Berger’s book is a valuable guide for future hotel managers, equipping them with the knowledge and strategies to make their establishments stand out in a crowded marketplace.
Reference
Berger, J. (2013). Contagious: Why things catch on. Simon & Schuster.
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