When asked about FourSquare, Dennis Crowley (a founding member), described it by saying “What we wanted to do is turn life into a video game. You should be rewarded for going out more times than your friends, and hanging out with new people and going to new restaurants and going to new bars–just experiencing things that you wouldn’t normally do.”

Having just read that statement, you’re probably now wondering. “Why should I adopt a social video game to promote my hotel and restaurant?”.

I say, why not?

If the medium is attracting new users, promoting venues, providing additional exposure, free and gaining momentum….why wouldn’t you want to to be involved.

Four Square is one of the newest and fastest growing Social Networks available today. It was recently featured on the front page of the New York Times, but my favorite article came from the New York Observer back in March. Both provide excellent background on the technology and concept.

It is at once a city guide for explorers and a game that drives locals to fight for their favorite establishments. However, it is the adoption by travelers who are looking for insights that should peak your interest.

It is described as a social experiment, grass roots marketing and real life video game to name a few descriptives. But remains to be largely an untapped market by the hospitality industry…outside of the bar scene. Funnily, it greatest success will most likely lie in our willingness to adopt it as a tool for promotion.

Which is why I’d like to present five reasons you should adopt a FourSquare strategy today.

• It’s easy to set up – this may seem simple, but in age of overcomplicated technology, simplicity is the key to success. Log on to FourSquare, set up an account, search for your hotel/restaurants and add them if they are not there. For Bonus points, add some fun tips that make you sound exciting and engaging!

• Supports Special Offers vs. Advertising - Once you have your hotel/restaurants loaded, contact FourSquare about setting up promotions. In todays world of non stop advertising, the vast majority of us are turned off by traditional messages. FourSquare battles that with promotions that are directed at those who check in to locations in your area,Potentially drawing business away from your competitors.

• Supports a sense of Fanaticism – A key aspect of FourSquare is the ability to own a location you frequent often. From a business traveller to a meeting planner, or a barfly to a restauranteur, all have the ability to become the mayor of their favorite location by checking in there more often than the next. A simple search of Twitter will show the growing fanaticism people are feeling over their mayorship.

• Crosses multiple Social Platforms easily - This is not only important for time, but also exposure and search-ability. FourSquare links with Twitter and Facebook, prompting users to update their networks with their latest activity. This provides maximum exposure for your hotel and amenities.

• it’s interactive - By offering promotions, sharing tips and recommendations you are creating a conversation with your most loyal guests who are using the platform. You are also opening yourself to a new selection of potential customers. I regularly use the program when I travel to source restaurants, pubs and hotels. Since the program links to Yelp and Google maps, I can also look outside of the tips users have left and get additional information. FourSquare targets locations within a close proximity and gives me a better insight into what the location offers. If someone is proud enough to own it….well, thats gotta say somethin!

As technology and social mediums continue to grow and evolve it will remain important for the hospitality industry to look for ways to adopt new technologies. We should not be standing by and waiting for them to come to us. The survivors will discover the ways to help the technology adapt to us.

What do you think?