Have you ever been unsure about booking a hotel or choosing a restaurant? You’re not alone! That’s where the power of social proof comes in—an influential principle that TripAdvisor has mastered to boost its sales and build trust with customers.

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TripAdvisor lets users share their experiences through reviews and ratings. When you see positive reviews from other travelers, it helps help boost confidence in decisions, and the more reviews a business has, the higher its rank and credibility.