The importance of social proof for the hospitality industry

In today's world there are 7 billion plus individuals. Every day more and more of them appear in the digital network, the most popular network that seems to be the Internet. The rise of smartphone penetration, internet access and technology in general just shows that yes, people are social animals, and as such we like to share our experiences with one another.

Long ago marketers realized that word of mouth was one of the best ways to get news about their products and services there. It is true both in this era and in the era, but it has evolved to keep technology advances. One term that you may have heard about banditry very often is "social proof", and that is new, in the digital avatar, nothing more than a word of mouth.

For example, we were all "persuaded" to try a new restaurant or vacation spot after we saw our friends posting photos of their lunch and travel adventures on social media. By the same token, we were also deprived of our hotel stay because we noticed an unpleasant hint left by some dissatisfied customers online. My friends, this is the 21st century word of mouth operation.

What is social proof?

People exist in this deep-rooted instinct that must extend to other people and their work. The consumer Internet has regularly shown that people obviously trust other people's reviews and reactions when it comes to brands and their services.

Social proof is everywhere. When shopping on Amazon, you tend to check product reviews. If enough people in your office recommend eating together, you will have to check it sooner or later. Positive hints succeeded in gathering the crowd for the most hopeless of the films, while the lack of hints made the movie star to oblivion.

To put it simply, if it is enough because people love it, the product or service must be good

Social proof is now a valued dynamic used by entire markets and companies to influence consumers. Companies have had to display hints, testimonials, ratings, approval stamps, expert opinions, "popular stuff" and not on their site. And why? Because we will all fall into what others have to say about a certain business rather than trust the brand itself.

Social evidences are especially influenced by the hospitality industry. Most people rely on the reviews and opinions of customers they meet on social media. More and more people are turning to Trip Advisor and similar sites to read what other customers are saying about a particular hotel. And only if the overall perception and reaction is positive, in fact, they go ahead and order a room at the hotel.

Types of social proof

On the face of it, social proof can be a comprehensive phenomenon that coincides with a number of sectors and industries, but from a marketing standpoint it can be classified into 5 specific categories.

1. Expert social proof

People trust prestigious institutions and prestigious individuals. Before believing a claim claim, we must establish trust, and expert social proof suggests just that. You find the words "expert opinion" in the articles that give tips and instructions as a way to legalize it. Advertisements for toothpaste and toothbrushes are "reinforced" by leading dentists, while beauty creams usually have a dermatologist. And once a restaurant or a hotel is left out of the limelight by a well-known critic, you can be pretty sure people are going to get hundreds of people to it.

2. Famous social proof

The name says it all. Famous people influence the population, and they come with their seal of legitimacy. If a popular hotel establishes, the chances of staying in that top ten are overwhelming. So to speak, the most valid and sincere popular social proof is unpaid.

3. Social proof of the user

User social proof is found in any type of user-generated content that reflects their experience. This includes success stories, pictures on social media, testimonials and views on websites. User social proof is one of the most effective ways to increase hotel credibility. One of the most notable examples is Tripadvisor, where millions of users arrive every month to see and write reviews and suggestions.

4. The wisdom of the crowd

"One million people can't go wrong," he says, with most of the market following it. And they use countless numbers to exchange for future consumers. It can be subtle, or obvious, depending on who does the marketing. Take, for example, leading bloggers who display hits and other issues on their blog to confirm their credentials.

5. The wisdom of my friend

The consumer will always rely more on the personal experience of a friend than the words of a stranger. In addition, statistics show that many clients rely heavily on suggestions from friends and family. This social proof has the potential to grow viral.

On the face of it, you might think that you have a wide playing field when it comes to gathering social proof for your business. However, what works for one industry may not meet your requirements. Therefore, you need to find the perfect node for different types of social proof to find out which ones are best for your brand.

Why do you need social proof?

Building and validating social proof in the hospitality business is essential to attracting attention and therefore attracting new customers. There is more than one reason why significant efforts should be made to spread the word of mouth. Here are the main reasons why budgeting and marketing are key to building social proof in your hotel.

  • With a real feedback loop (most of which I hope will be positive), you will be able to build trust among your customers.

  • Social proof increases your credibility as an institution and can help transform a trusted customer into you.

  • Online reviews, ratings and testimonials are the best way to advertise for your hotel and can compete with the funniest and most expensive marketing campaign you can think of.

Social Evidence Collection Strategy

As I mentioned before, there are various ways you can gather social proof, the most common being to ask customers to leave feedback and feedback to get signals to talk about you, offering a fun stay and offering to encourage interaction. ) on your social media page. These should be integral to your online marketing and branding campaign. But I would like to discuss some other methods of gathering social proof of your hotel:


There was a reason Facebook's traffic was gaining momentum when it started supporting GIFs and videos. Visual media can affect people and may have minimal viral impetus. Suggestions for your hotel, sights in the city, local attractions, and a culinary video for guests are thrilled. And if it's well-crafted, like its creativity, you can expect that it will never invite customers to your door.


They say the picture speaks a thousand words. Extensive research proves that postings with images are 35% more likely to get engaged as opposed to fair texts. Research also shows that people are likely to believe statements based on images. So the next time you want to share customer feedback and testimonials, make sure you attach an image to create more hassle.


People are visual creatures, and infographics are the best option you have when you want to present interesting data without boring your audience with bits of text and long paragraphs. Don't forget to include them in your marketing campaign.

Final words:

Gathering social proof is not that difficult, but any strategy is as powerful as its implementation. When using videos, pictures, and infographics to convince travelers that your hotel is a great option, call them CTA to follow. Direct them to your site or landing page and in no uncertain terms tell them what they are required to do.

Leave nothing to guess. If you would like them to leave the review, explain it. If you want them to throw up rooms and get a discount, find out. The moment of leaving ambiguous things is the moment they are most likely to be confused and to leave. Don't let your hard work fail. If you have developed a marketing plan for gathering social evidence with great care, don't let the vague call of action destroy your stuff.

Now switch to the power of social proof and use it to your advantage. Get to talk about your past and present customers and use their goodwill to drive more visitors to your site.