in the comments section of an instagram reel by user kirkiimad posing the "fact" that "theres no word in English that ends in the letter J" user _j_a_n__1 simply comments "hotel" which caused user flamgoooooo comment "Who the fuck said hotel 😭" garnering significantly more likes than _j_a_n__1.

this exchange has been screenshotted and shared across the internet prompting many users to also partake in the behaviour of commenting "hotel" on these comment bait short form videos especially if it does not fit into the description of what has been stated.