What a Hotel Stay Taught Me About Trust

The first time I traveled abroad, I was excited… and a little bit more than just nervous.
It was my first time leaving the United States, and I was doing it alone.
I had so many questions running through my mind. Would I find my way around? Would I be safe? Would I be able to communicate if something went wrong? And where in the world was I going to stay?

Before I left, I reached out to my friend  Katie Jamieson, owner of At Engage! Travel Co. As an experienced travel advisor who has helped countless people plan unforgettable trips, she knew exactly what I needed to hear.

She gave me the best advice.

“Stay at a hotel brand you recognize. They’re consistent. You know what to expect, and you can trust them.”
Sounded so simple, but it was exactly what I needed to hear.
So that’s what I did.
I booked a room at one of the major hotel chains. Honestly, I don’t even remember whether it was a Hilton, Hyatt, Embassy Suites, or Marriott.
What I do remember is this.

I walked into a hotel I’d never stayed at before, handed the person at the front desk my reservation number and my credit card, accepted my room key, and settled in for the night.

Think about that for a moment.
I had never met a single employee. I’d never seen the room. I’d never stayed at that location. Yet I trusted them enough to spend the night in a foreign country.
Looking back, it’s amazing how quickly my uncertainty was replaced with confidence. Not because I knew the people, but because I trusted the reputation.

That’s not a small thing.

That hotel didn’t earn my trust that night.
They earned it long before I ever made the reservation.
Their reputation had been built over years through thousands of guests, countless experiences, and consistently delivering on their promises. Katie’s recommendation reinforced what the brand had already worked so hard to build.
That experience has stayed with me because I see the same thing happen in business every day.
As a Fractional CMO, I work with businesses that want more leads, more customers, and more sales. But before any of those things happen, there’s a much bigger question your audience is asking:
Can I trust you?

Your reputation is introducing you long before you introduce yourself.

Trust isn’t built when someone becomes a customer. It’s built long before the first purchase, through every review someone reads, every recommendation they receive, every social media post they see, every blog they read, and every promise you keep. By the time someone reaches out, they’ve often already decided whether you’re someone they believe in. The transaction confirms what they already felt.
Traveling abroad taught me much more than how to navigate a different country. It reminded me that trust is one of the most valuable assets any business can build.
Your future customers are making decisions before they ever meet you.
Build accordingly.
Lisa Carmichael is the author of Marketing Dopamine: What Your Brain Is Really Doing When You Think You’re Building a Business. Learn more at lisarcarmichael.com