Table of Contents
- Build trust through shared experience
- What is social proof, and why does it matter?
- Don’t just collect reviews - turn them into social proof
- Where to use testimonials for the biggest impact
- Reviews build more than trust - they build community
- What this means for your attraction
- Ready to make your reviews work harder?
Post SEO title
Use Visitor Reviews to Build Trust, Boost Bookings & Grow Your Attraction’s Community
Meta description
Discover how to turn your happiest visitors into powerful advocates. Learn how to showcase reviews strategically to build trust, drive bookings, and create a loyal community around your attraction.
Use your happiest visitors to build trust, boost bookings and grow your attraction’s community.
Build trust through shared experience
Visitors today don’t just want a fun day out - they want confidence they’re making the right choice. And that’s where testimonials shine. In fact, 90% of people read reviews before visiting a business, making them one of the most powerful forms of influence you have.
Why? Because human psychology is built around social proof. When we see others enjoying something, we instinctively want to join in. It’s the fear of missing out (FOMO), plain and simple. Reviews signal that “people like me” had a great time - so new visitors feel reassured and excited to book.
In this blog, you’ll learn why social proof is such a powerful force in the decision-making process, how to showcase reviews in the right ways and places for maximum impact, and how testimonials can help build loyal communities, not just drive sales.
What is social proof, and why does it matter?
Social proof is a psychological principle that explains why people are influenced by the actions and opinions of others. When we’re uncertain, we look to others to guide our behaviour.
That’s why reviews are so effective: they reduce hesitation, build trust, and show visitors what to expect. It’s not just about five-star ratings - real testimonials tell a story. They paint a picture of happy families, excited school trips, and magical memories that prospective visitors can imagine themselves being part of.
In fact, a recent research paper titled The influence of visitor-based social contextual information on visitors’ museum experience explored the impact of social proof in the museum sector. It found that “visitor-based social contextual information” - such as testimonials, visitor comments, or online reviews - directly boosts a person’s confidence and emotional connection before their visit. It enhances perceived authenticity and makes the experience feel more trustworthy, especially for first-time visitors or those comparing multiple options. In the study, visitors who saw peer reviews reported greater alignment between expectations and reality, along with stronger emotional anticipation than those who viewed only official descriptions.
At Beyonk, we’ve seen this play out across all types of visitor attractions - from zoos and farm attractions to historic houses and soft play. The power of social proof is universal: showing real voices builds trust and helps turn interest into bookings.
Don’t just collect reviews - turn them into social proof
Collecting reviews is a great start - it supports SEO, builds your reputation, and helps visitors get a sense of your experience. But to really make an impact, you need to go further.
At Beyonk, we’ve found that nearly 6% of all bookers leave written comments - that’s over 5x more than the average Google review rate. And the best part? Google review volumes still remain strong, meaning you’re building both online credibility and a powerful list of visitor quotes at the same time.
These reviews aren’t just feedback - they’re ready-made content. With marketing consent captured post-visit, you can turn these quotes into marketing assets that work across your whole visitor journey. Whether it’s a branded visual for social media, a line in a paid ad, or a quote to share on your website - you’ve got real customer voices ready to build trust with future visitors.
Top tip: The most powerful place to show testimonials? Right when people are deciding to book. That’s why Beyonk automatically features reviews on your experience listings - to give undecided visitors that final “FOMO nudge” to commit.
Where to use testimonials for the biggest impact
You don’t need hundreds of reviews to drive bookings -you just need to use them where they count. Here’s how to make the most of your social proof:
🎟️ On ticket pages: Showcase recent, relevant quotes to build authenticity and help visitors imagine their own day out. Especially powerful for first-time visitors at the point of decision.
📱In social media content: Turn reviews into branded graphics, Stories, or Reels. With Beyonk’s built-in tools, this takes seconds - no design skills needed.
📣 In paid advertising: Real visitor quotes often outperform polished creative. Use them to bring authenticity to your messaging and connect with new audiences.
🪧 In physical marketing: Add standout reviews to signage, printed brochures, or posters at your entrance to reinforce trust from the moment visitors arrive.
📧 In email campaigns: Feature glowing reviews in ticket launches or follow-up emails.
Top tip: Use last year’s testimonials to promote this year’s Christmas events - remind people what made it magical.
Reviews build more than trust - they build community
The best attractions don’t just sell tickets. They build communities of loyal visitors - people who come back again and bring others with them. Reviews are a key part of that cycle.
When guests feel heard and appreciated, they’re more likely to return. Positive reviews aren’t just praise - they’re shared stories. They help future visitors feel like they’re joining something meaningful, not just booking a day out.
You have the opportunity to make these voices a visible, authentic part of your brand - a place people trust and recommend.
What this means for your attraction
In a landscape where trust drives bookings, testimonials are one of the most valuable tools at your disposal. They offer reassurance, reduce friction, and let future visitors picture themselves enjoying your experience.
And the impact doesn’t end after one visit. When you use reviews strategically, they fuel repeat bookings, social sharing, and lasting loyalty - turning happy guests into your most effective advocates.
Ready to make your reviews work harder?
Schedule a demo to to learn how Beyonk can help you highlight your best testimonials, boost conversions, and build lasting visitor loyalty.
