"Dark Social" is now a thing. And no, it has nothing to do with Deep Web...
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70% of all online referrals come from “dark social” – private and protected communication channels – there is no way to trace their origin or to directly affect their volume and quality.
The essential take-away here is that within dark social, consumers are communicating with their trusted friends. This is where the “sellout” influencers are “outed” and more trustworthy curators are discovered. Assuming you provide a hotel experience that measures up to your marketing claims, your bottom line will eventually reap the benefits of dark social, but you may never know where that positive word of mouth came from.
Word-of-mouth marketing is more important than ever before, which means that high-quality service is more important than ever before.