The Power of User-Generated Content (UGC) in Hotel and Attraction Marketing
User-generated content (UGC) has transformed marketing strategies, particularly in industries like hospitality and tourism. As more travelers turn to social media platforms and review sites, the power of UGC has skyrocketed. Today, potential guests are empowered to share their experiences, opinions, and recommendations, creating an invaluable resource for businesses in the hospitality sector.
In this post, we’ll explore how UGC can elevate hotel and attraction marketing, provide real-world examples, and offer actionable insights to help you integrate it into your strategy.
What is User-Generated Content (UGC)?
User-generated content is any type of content—such as reviews, photos, videos, blog posts, and social media shares—created by customers or users, not by the business itself. It’s often shared across social platforms like Instagram, Facebook, and Twitter, as well as on review sites like TripAdvisor and Yelp.
But why is this type of content so important?
The answer lies in authenticity. UGC allows travelers to share their real, unfiltered experiences, giving potential customers a window into what they can expect, from the guest perspective.
Why UGC Matters for Hotel and Attraction Marketing
In today’s digital world, traditional advertising is often viewed with skepticism. Consumers want authenticity and are increasingly influenced by their peers’ opinions. UGC has emerged as a powerful tool to meet this demand. Here’s how it can transform your marketing efforts:
1. Builds Trust and Credibility
In an age where advertisements overwhelm consumers, fellow customers’ opinions carry more weight than ever. When potential guests see authentic, positive reviews and images from real visitors, they are more likely to trust the brand. It’s like getting a recommendation from a friend—something that can’t be easily achieved through traditional ads.
2. Increases Engagement and Awareness
UGC is more engaging because it reflects real-life experiences. When hotels and attractions feature UGC on their social media channels or websites, they create a sense of relatability. This authentic content encourages others to engage, share, and comment, which in turn increases brand awareness.
- Why does this matter? Increased engagement translates into more visibility. The more people interact with your content, the more likely they are to consider booking your services.
3. Improves SEO and Search Rankings
Search engines like Google prioritize fresh, relevant, and user-friendly content. UGC is the perfect fit. By incorporating reviews, photos, and videos from guests, you improve the chances of ranking higher in search results. The more UGC you collect, the more your hotel or attraction will gain visibility.
- Pro Tip: Encourage guests to leave reviews and share their experiences on social media. The more UGC you gather, the more it will boost your online presence.
4. Provides Valuable Feedback and Insights
In addition to marketing benefits, UGC can serve as a goldmine of insights into your customers’ preferences and experiences. By analyzing guest reviews and shared content, you can identify trends, address pain points, and improve service offerings.
- Actionable Insight: Regularly monitor UGC to stay in tune with guest expectations and find areas for improvement.
Case Studies: UGC in Action
Let’s dive into a few successful case studies that demonstrate how UGC can drive results in hotel and attraction marketing.
Marriott Hotels’ #TravelBrilliantly Campaign
Marriott launched the #TravelBrilliantly campaign in 2013, encouraging guests to share their travel experiences and innovative ideas. The brand incorporated UGC into its marketing strategy by creating ads, social media posts, and blog content from guest submissions.
The result? Over 100,000 social media mentions, an increase in social media engagement, and a rise in brand awareness.
- Key Takeaway: UGC helps brands tap into creativity, showing the world the value they provide through the eyes of customers.
The Broadmoor’s Instagram Strategy
The Broadmoor, a luxury hotel in Colorado Springs, encourages guests to share their photos on Instagram with the hashtag #MyBroadmoor. The hotel then features the best content across its website, social media channels, and in-room TVs.
By showcasing real guest experiences, The Broadmoor built trust, enhanced engagement, and increased website traffic.
- Takeaway: Letting your customers share their experiences creates an authentic narrative that attracts future guests.
Disneyland’s “Let the Memories Begin” Campaign
Disneyland launched this campaign in 2011, inviting guests to share their magical moments at the park through photos and videos. Ads featured UGC, creating an emotional connection with future visitors. The campaign led to millions of social media mentions and a 3% increase in park attendance.
- Lesson Learned: Emotional connections through UGC can drive significant increases in engagement and sales.
The Shangri-La Hotel’s #MyShangriLa Contest
In 2016, the Shangri-La Hotel Group launched the #MyShangriLa contest, asking guests to submit photos and videos showcasing their experiences at their properties. The contest generated over 10,000 entries, dramatically increasing social media engagement and brand visibility.
- Actionable Insight: Competitions are a fun way to encourage UGC, while increasing engagement and brand awareness.
How to Leverage UGC for Your Hotel or Attraction
Incorporating UGC into your marketing strategy doesn’t have to be complex. Here are a few simple steps to get started:
1. Create a Branded Hashtag
Encourage guests to use a specific hashtag when sharing content related to your hotel or attraction. This makes it easier to find and aggregate UGC for sharing across your own channels.
2. Ask for Reviews and Testimonials
Make it easy for guests to leave reviews on platforms like Google, TripAdvisor, or Yelp. Respond to reviews (both positive and negative) to show that you care about guest feedback.
3. Host UGC Contests or Challenges
Engage your audience by hosting contests or challenges that encourage them to submit their own content. You can reward participants with discounts, exclusive access, or other incentives.
4. Share UGC on Your Social Channels
Once you start gathering UGC, share it regularly across your social media channels. Highlight your guests’ experiences to create a community-driven brand presence.
- Quick Tip: Always ask for permission before reposting someone’s content.
Conclusion: The Future of UGC in Marketing
User-generated content is no longer just a “nice-to-have.” It’s a must-have for hotels and attractions that want to build trust, boost engagement, and drive bookings. As the marketing landscape continues to evolve, integrating UGC into your strategy will help your brand stay relevant and stand out in a crowded market.
UGC is the authentic voice your audience trusts, and when leveraged correctly, it can be a powerful driver of growth. Don’t miss out on the opportunity to showcase real guest experiences and build lasting relationships with potential customers.
Ready to Take Your Marketing to the Next Level?
Enhance your hotel or attraction’s marketing strategy with UGC by contacting Ikonik Digital today. We specialize in innovative digital marketing strategies that help businesses like yours thrive in a digital-first world.
Get in touch with us at [email protected] to get started!
Glenford Scott is the Founder & Director of Ikonik Digital, a performance-driven marketing agency helping brands scale with strategy, storytelling, and smart execution.
With years of experience driving results across industries, from hospitality to education — Glenford specializes in turning clicks into customers and ideas into revenue.
