The importance of social proof for the hospitality industry


In a world of 7 billion people today. Every day more and more of them with the & # 39 is on the digital network, ubiquitous network that is the Internet. Increased penetration of smart phones, Internet access, and technology in general simply do not doubt that the people – are social animals, and we love to share their experiences with each other.

Marketers have long been realized that the "lips lips" – one of the best ways to get news about their products and services. This is also true at the time, and in an era, but has evolved to keep pace with advances in technology. The term you may have heard, as a rule, are often connected – is social proof, and it is nothing like the lips on the lips of his new digital avatar.

For example, we are convinced the & # 39; try a new restaurant or a place to rest after we saw that our friends are placed in social networks pictures of their canteens and adventure travel. On the same note, we were also unhappy with the stay at the hotel, because we found a bad review, which has left some unhappy customers on the Internet. That, my friends – this version of the word of mouth of the XXI century.

What is social proof?

People have this deep-rooted instinct that is subject to other people and their activities. Consumer Internet has repeatedly pointed out that people implicitly trust the reviews and feedback of other people, when it comes to brands and their services.

Social proof is everywhere. If you make a purchase on Amazon, you usually check the reviews about the product. If enough people who are in your office, recommended diet, then you will sooner or later, be sure to check it out. Positive reviews were able to attract people to the most bad movies, but no reviews has caused the disappearance of a movie star.

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

Social proof – the dynamics, which is used by marketers and companies around the world to influence consumers. Companies have taken the mandatory reflection of reviews, comments, ratings, approval stamps, experts and popular items views # 39; and that is not on their website. And why? Because we are all likely go over what you need to say about a particular business than trust this brand.

Hospitality industry especially under the influence of social proof. Most people rely on customer reviews and opinions that they meet in social networks. More and more people are turning to Trip Advisor and similar websites to find out what others are saying about a particular hotel customers. And only if the general perception and feedback is positive, they do go ahead and make a reservation at the hotel.

Types of social proof

On the contrary, social proof can be a comprehensive with & # 39; a reality that overlaps in various fields and industries, but in terms of marketing, it can be divided into 5 specific categories.

1. The expert evidence of social

People trust the authoritative institutions and personalities. Before we believe in any claim, we need assurances, and that such expert offers social proof. Do you find the word & # 39; Expert opinion & # 39; in articles that give tips and instructions as a means to legitimize it. O & # 39; waking toothpaste and toothbrush fortified & # 39; according to leading dentists, while the beauty cream, as a rule, will maintain their skin. And as soon as a restaurant or hotel will get the thumbs up from the criticism raised, you can be sure that people are going to flock to him by the hundreds.

2. Social proof celebrities

The name says it all. Celebrities have an impact on the population, and they come with their own stamp of legitimacy. If a celebrity hotel ends, the chances of making it into the top ten institutions of the city are very high. However, most real and valid social proof with celebrity & # 39 is unpaid.

3. Custom social proof

Custom social proof is in the form of any content created by the user, which demonstrates their experience. This includes success stories, photos, social networking, reviews and the reviews on the sites. Custom social proof – this is one of the most effective ways to enhance the credibility of the hotel. One of the most obvious examples – Tripadvisor, where millions of users every month come to see and write reviews and recommendations.

4. Wisdom of Crowds

"Million man can not be wrong," he says that adheres to most marketers. And they use a lot of numbers to keep potential customers. It can be subtle or obvious, depending on who is in charge of marketing. Take, for example, the leading bloggers who show hits on their sites, and other rooms in your blog, to set credentials.

5. Wisdom of Your Friend

The consumer will always rely more on personal experience other than the words of a stranger. In addition, statistics show that many customers are very heavy on the recommendations of friends and family & # 39; and. This social proof has the potential to grow virally.

Conversely, you might think that you have a vast playground, when it comes to collecting social proof for your business. However, what works for one industry may not necessarily meet your requirements. Thus, you need to find the perfect set of different types of social proof, to see which ones are most appropriate for your brand.

Why do you need social proof?

In the hospitality field construction and allocation of social proof is important to attract attention and, subsequently, new customers. There is more than one reason why you should make the effort to spread the digital word of mouth. Here are the main reasons you need to determine the budget and develop a marketing plan to create social proof for your hotel.

  • With the influx of this feedback (most of which, we hope, will be positive), you will be able to build trust among its customers.
  • Social proof increase your credit as an organization and can help transform an insecure client in your favor
  • Internet reviews, ratings and reviews – this is the best form of advertising for your hotel and can be competitive most fashionable and most expensive marketing campaign, you can come up with.

collection of social proof strategy

As I mentioned above, there are various ways of collecting social security evidence, the most common of which are asking customers to leave reviews and comments, make effects to speak of you by offering free accommodation and encouraging interaction (for example, check-ins) on social media page. They should be neodymium & # 39; emnay part of your online marketing and branding. But I would like to discuss a few other ways of collecting social proof for your hotel:


There is a reason that Facebook traffic has increased significantly, as soon as he began to support GIF and video. Visual media have the ability to influence people and there may be a virus at the slightest impulse. With great enthusiasm to meet the video with the lighting of your hotel offers, possibilities of sightseeing, local interests and culinary trips. And if it is done well, it has the creativity, you can expect customers to your door will at any time.


They say an image speaks a thousand words. Extensive studies show that the posts with images 35% more likely to participate in a comparison with the texts. Studies also show that people are likely to believe statements that are supported by images. Thus, the next time you want to share feedback and customer reviews, be sure to attach the image to make more transactions.


People – are visual creatures, and infographics – the best option if you want to present the data in an interesting view without adding the audience with pieces of text and long paragraphs. Do not forget to include them in the marketing campaign.

last words

Social Gathering evidence is not all that difficult, but any strategy is so powerful as its implementation. After you use video, images and infographics to convince travelers that your hotel – this is a great option, give them a clear call-to-action (CTA). Bring them on your website or on your homepage, and, of course, tell them what they should do.

Do not leave nothing to guess. If you want them to review, it is clear. If you want them to have booked accommodation and earn a discount, read this. What you leave things ambiguous, this is the moment when they will come and go. Do not let your hard work be destroyed. If you develop a marketing plan with great care, to collect social proof, do not let the incomprehensible call to action to destroy things.

Now go to the power of social proof and use it to their advantage. Forced their past and current customers to talk about you and use their goodwill, to attract more visitors on their way!