User-generated content (UGC) is transforming how hotels market themselves, offering a way to stand out by tapping into the authentic stories of real travelers. Guests trust recommendations from others who have experienced a destination firsthand, making UGC a powerful tool for building trust, increasing engagement, and fostering brand loyalty.
How UGC Benefits Hotels
Word-of-mouth marketing has always been a cornerstone of hotel promotion, and UGC is its modern evolution. By integrating guest-generated content into your hotel’s social media and marketing strategies, you can create more compelling campaigns. Here’s why UGC is so impactful:
- Authenticity: Travelers find UGC more trustworthy than branded or paid content.
- Social Proof: Positive UGC serves as endorsements that validate booking decisions.
- Engagement: UGC builds community by encouraging interactions with like-minded travelers.
- Cost-Effectiveness: UGC is often free or inexpensive, providing significant ROI, especially for rebranding efforts or new properties.
- SEO Benefits: Fresh, authentic content and guest reviews often include long-tail keywords, improving rankings and driving organic traffic.
How To Encourage Hotel Guests to Create UGC
Encouraging hotel guests to generate UGC doesn’t have to strain your marketing budget. Here’s how hotels can inspire guests to share their experiences:
Provide Exceptional Guest Experiences
Happy guests are more likely to leave glowing reviews and share their stays online. Delight guests with memorable moments, and they’ll often share these highlights across platforms like Google, TripAdvisor, or Instagram.
3 Steps to Make Sharing UGC Easy
- Offer free Wi-Fi to encourage guests to post photos or videos during their stay.
- Design photogenic spaces in lobbies, pool areas, or suites.
- Promote your social handles and branded hashtags on room keys, signage, and emails.
Run Contests and Offer Incentives
Social media contests that encourage content creation can drive engagement and generate buzz. Reward participants with free stays, discounts, or loyalty points, and use the best content (with permission) in future campaigns.
Engage Creators on Social Media
Actively like, comment, and share user posts to show appreciation. Personalized responses to reviews, both positive and negative, demonstrate your commitment to guest satisfaction and build stronger connections.
Best Practices for Using UGC in Hotel Marketing
Before integrating UGC into your hotel marketing campaigns, follow these guidelines to ensure you’re leveraging it both ethically and effectively:
- Obtain Permission: Always ask for consent before using someone’s content.
- Give Credit: Tag and acknowledge creators when sharing their posts.
- High-Quality Content: Highlight relevant, visually appealing, and authentic UGC.
- Integrate Strategically: Use UGC in social media, emails, and booking pages.
- Monitor Feedback: Engage with creators and respond to reviews to maintain trust.
5 Examples of Hotels Using UGC Effectively
- The Cosmopolitan of Las Vegas: Features guest photos prominently on its homepage and engages with user content on Instagram.
- The Ritz-Carlton: Uses the hashtag #RCmemories to encourage UGC, blending it seamlessly with branded content.
- Postcard Inn on the Beach: Uses Flip.to to turn guest photos into booking inspiration, showcasing real guest experiences on their website and driving direct bookings.
- The Little Nell: Frequently reposts guest Instagram photos of their luxury accommodations and alpine adventures to create a sense of community.
- Inn at Perry Cabin: Runs seasonal UGC contests encouraging guests to share photos of their waterfront views and luxurious experiences, with winners receiving free stays.
Employee-Generated Content (EGC)
Employee-generated content (EGC) is a growing trend that complements UGC. Staff-created posts showcasing behind-the-scenes moments or unique property features add a personal touch to your hotel marketing. Examples include videos of event setups, insider tips, or day-in-the-life reels. EGC humanizes your brand and builds deeper connections with guests.
Leveraging UGC to Build Trust and Loyalty
UGC provides an authentic and cost-effective way to showcase your hotel’s guest experiences and inspire future travelers. By incorporating guest reviews, photos, and videos into your marketing calendar, you can increase direct bookings and foster a loyal audience.Not sure how to get started? Contact TravelBoom for expert content solutions and social media strategies tailored to your hotel.
About TravelBoom Hotel Marketing
TravelBoom specializes in developing and executing customized data-driven marketing solutions that drive direct bookings and growth for its clients. With over 25 years of experience in digital marketing for travel and hotels, TravelBoom leverages advanced data science and analytics to uncover insights and develop strategies that greatly enhance results for our clients and reduce reliance on third-party channels. TravelBoom is also host of the world’s #1 ranked Hotel Marketing Podcast and its quarterly Traveler Sentiment Study both of which can be found at www.travelboommarketing.com.
