Since we last spoke about Foursquare, the location-based social networking site has grown up a bit. With an audience of over 1.9 million people, and an average of 12,900 new users per day, Foursquare is becoming a social media site to be reckoned with. Many companies have been using the platform as a rewards programs for a while now, including our very own Del Mar Racetrack who will be launching their program starting Opening Day. What we are seeing more of lately is that companies are getting more creative with their approach, especially in the hospitality industry.

One of the first to do this was Joe Sorge, owner of AJ Bombers restaurant in Milwaukee. Taking it one step further, Joe created a whole event to engage customers through the use of Foursquare, and ultimately increased sales by 110 percent in one night. The idea behind the event was to allow customers to earn Foursquare’s coveted “I’m On A Boat!” Badge—which was made possible by displaying boats in his restaurant for all to see. Being that the restaurant was probably one of the only places to actually be on a boat in Milwaukee, AJ Bombers was the place to be for those in pursuit of the special badge. All in all, it was a big night for AJ Bombers due to Joe’s clever use of Foursquare and online engagement with customers.

In addition to using Foursquare to perform the ultimate PR stunt, it is also useful for customer service and target research. The website now provides marketing tools for businesses to grow their online network. In fact, The New York Times recently published an article highlighting all of these resources. The new analytics program provides access to a range of real-time information and statistics about customers like who they are, when they checked in, gender ratio, and additional interests. The focus is on current customers, those who have actually visited the store and like the brand. Ultimately, these are the most important customers, and your biggest fans. This information can mean big things for the hospitality industry, especially when customer service is one of the most valuable ways to improve sales.

Going back to the most basic implementation of Foursquare, incentive programs are one of the easiest ways for hotels to engage their customers online. Offering a ten percent discount at the spa or a free drink during happy hour at the lobby bar is probably going to entice a guest who is familiar with your property and already enjoys your brand. Some properties listed on Hotelchatter.com that are actively engaged in Foursquare loyalty programs are Wynn Las Vegas, The Encore Las Vegas, Hotel Lucia, Hotel DeLuxe, and the list goes on. If you weren’t signed up for Foursquare before, you may change your mind once you realize how easy it is for you to find great deals for travel and everything else in the world of leisure.

Ultimately, the hospitality industry is getting the hang of this thing we call social media, and even kicking it up a notch. Although Foursquare isn’t quite ready to compete in the big league with Twitter and Facebook, the site holds its own because of its unique online opportunities for consumer and business owners alike.