Importance of the Social Test for the Hospitality Industry


There are now 7 billion people in the world today. Every day, more and more people are accessing the digital grid, a powerful network happening on the Internet. Increased penetration of smartphones, internet access and technology in general, without a doubt, are certainly human beings, and so we like to share our experiences.

Traders have long realized that word of mouth is one of the best ways to report products and services. It is also in this age, but it has evolved with the advancement of technology. A term you can hear all around you is quite a bit of social proof, and nothing more than a word of mouth.

For example, we have all been convinced & # 39; to try out a new restaurant or vacation destination after seeing our friends post pictures of edible foods and social adventures. On the same note, we also neglected to stay in a hotel, as we saw a sharp review left by ungrateful customers online. That, folks, is an oral version 21 action.

What is Social Testing?

Humans have deep roots in being able to dominate other humans and their activities. Consumers on the Internet have repeatedly shown that people trust the opinions and suggestions of others when it comes to brands and services.

Social proof is everywhere. When you buy from Amazon, you tend to see comments on the product. If you recommend enough people in your office for a balanced meal, check it sooner or later. Positive reviews have gotten a lot of people missing most of the movie, but the lack of reviews has made movie stars forgotten.

Simply, if you like enough people, the product or service should be good

Social verification is a valued dynamic used by marketers and companies around the world to influence consumers. Businesses have seen significant reviews, testimonials, ratings, approval stamps, expert reviews, & # 39; popular items & # 39; and what not on their website. And why? Instead of just telling people about a particular business, we are putting more trust in the brand itself.

The hospitality industry in particular has social proof. Most people rely on the opinions and opinions of customers who come across social media. More and more people are going to Trip Advisor and similar sites to read what other customers have to say about a particular hotel. And generally, if the perception and opinion are positive, they will reserve a room in the hotel.

Types of social proof

On the face of it, social verification can be a complete phenomenon that goes beyond many sectors and industries, but can be categorized into 5 categories from a marketing perspective.

1. Social proof expert

Humans have trusted organizations and reputable personalities. Before we can claim a claim, we need peace of mind and social proof experts offer just that. Expert opinion & # 39; you find the words. as a means of legitimizing advice and clarification in articles. Dental and toothbrush ads are strengthened & # 39; Through the opinions of leading dentists, beauty creams will usually have a skin specialist. And when it comes to the criticism of a restaurant or hotel being made public, you can be sure that it will attract hundreds of people.

2. Celebrity Social Proof

The name says it all. Celebrities influence the population and have their own legitimacy. If a celebrity finishes the hotel, the chances of reaching 10 establishments in the city are very high. That said, the social proof of the true and the famous is unpaid.

3. User Social Testing

User social proof can be found in user-generated content that shows their experiences. This includes success stories, pictures on social media, testimonials and reviews on websites. Social proof of users is one of the most effective ways to enhance the credibility of a hotel. One of the most notable examples is Tripadvisor, where millions of users arrive every month to view and write reviews and recommendations.

4. The wisdom of corruption

"Millions of people can't go wrong" is what most marketers are saying. They use large numbers to entice future consumers. It can be subtle, or of course it depends on who is doing the marketing. Take top bloggers such as hits on their website and other numbers on their blog to determine their credentials.

5. The wisdom of your friend

Consumers will always support the word of a stranger in a friend's personal experience. In addition, statistics show that many clients are overweight because of recommendations from friends and family. This social test has the potential to grow viral.

On the face of it, you might think you are playing when it comes to collecting social proof for your business. However, operating in an industry may not necessarily be tailored to your requirements. This is why you need to find the perfect nutrition for the different types of social proof that are needed to find the best fit for your brand.

Why do you need social proof?

In the hospitality business, building and emphasizing social proof is essential to attracting attention and then new customers. Efforts to spread digital word of mouth should be considered for more than one reason. Here are the main reasons why it is essential to set a budget and create your own social proof around your hotel.

  • With genuine feedback (most of which would be most positive), you build trust in your customers.
  • Social proof boosts your credit as an establishment and can be sure to help the customer
  • Online reviews, ratings and testimonials are the best way to advertise your hotel and compete with the most expensive and most expensive marketing campaigns.

Social proof collection strategy

As I mentioned before, there are many ways to gather evidence in society: asking customers to leave their opinions and opinions, allowing agents to talk to you, offering free stays and encouraging interactions (e.g. check ins) on your social media page. These should be part of your online marketing and branding campaign. But I would like to talk about other techniques for collecting social proof for the hotel:


This is why GIFs and videos started to appear when Facebook's traffic draft started to emerge. Visual media has the ability to influence people and can go viral with the slightest boost. Video highlighting your hotel's offerings, city tour options, local interests, and culinary trips for your guests should be significantly fulfilled. And if done right, with the buzz of creativity, you can take the customer to the portal.


A picture says a thousand words. Extensive research shows that image messaging is more than 35% more likely to be compromised, as opposed to just text. Research also reveals that people believe in statements that are proven with images. So, the next time you want to share customer feedback and testimonials, make sure that an image is attached to draw more transactions.


Humans are spectacular creatures, and infographics are the best choice for presenting interesting facts without boring your audience with long chunks of text and paragraphs. Don't forget to join your marketing campaign.

The final words

Collecting social tests is not that difficult, but any strategy is as powerful as doing it. Once you have used videos, images and infographics to convince travelers that your hotel is the perfect choice, give it a clear call (CTA). Go to your website or landing page and definitely tell them what to do.

Don't let anything guess you. If you want to leave an opinion, make it clear. If you want to book rooms and want a discount, make it clear. The minute you leave things ambiguous, you are likely to get confused and leave. Don't let your hard work spoil you. If you have a marketing plan that you want to carefully capture the social process, do not let the call of action ruin things for you.

Now go press social proof and use it to your advantage. Get your past and present clients talking to you and use goodwill to attract more visitors your way!