Online, people love to watch and share the lives they see. Imagine how often the average person uses social media to check their posts, read stories or watch videos. We listen to everything people post in the digital world, from jaw-dropping photos of sunsets to harsh reviews to the poor pet who has his face broadcasted on social media each morning. This is a great opportunity for the hotel industry to show off your property from the perspective of your guests.
Your guests are not just sharing memories of their trip when they share a moment from their stay. For example, a sunset on the balcony or laughter at the pool. They are helping to tell your hotel’s story. Their voices are often heard more than polished ads.
UGC is the user-generated content. Your guests’ photos, videos, comments, and other posts are included. It is personal, real and powerful. According to a study conducted by Nielsen, 92% Consumers say that they trust user-generated content and organic content more than traditional advertising. When it comes to choosing a place to stay, trust is important.
This article will examine how UGC helps your hotel stand out from the crowd, gain trust, and convert happy guests into loyal customers. Learn how great hotels have already started the conversation and get some simple, practical advice.
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UGC Builds Trust through Real Stories
Travellers are more concerned with authenticity than perfection
Travellers of today are well-informed. The majority of travellers can tell a stock image or a staged promo shot a mile away. They trust candid photos taken by other guests. Think muddy boots by the fireplace, a blurry sunset from a balcony, or a child’s first dive into the pool… these images feel real because they are.
You can also find out more about the following: Pig Hotels The UK has embraced it beautifully. They use guest photos to reflect the warmth and rustic charm of their property: fresh meals from the garden, conversations around a fire, and relaxing countryside moments. The authenticity of the content is what makes it effective.
Check out the photo below where The Pig hosted a pickling workshop. Guests were able to preserve garden-grown goods, and then everyone enjoyed a Pig lunch from the Garden Oven. Simple, real experiences captured in an authentic and relatable way.
These stories can help guests visualize themselves on your property. You are not only visiting, you are part of the family.
The Guests of Honor Highlight Your Uniqueness
You might not notice, but your guests will. They may appreciate the small details, such as the unique tiles in the bathroom or the perfectly brewed coffee at the reception. These moments are shared by guests, which naturally highlights the uniqueness of your hotel.
Takeaway Zoku Amsterdam As an example. In posts showcasing the hotel’s loft-style bedrooms and communal workspaces, guests often tag it. The photos don’t just show off the hotel. They also reflect its modern, social and flexible values.
You can learn a lot about your guests by listening to their stories. These insights can be used to help you shape your message, emphasize your strengths and focus on areas that may have been overlooked.
Reviews and Mentions are Digital Word of mouth
Guest posts are authentic and honest. Guests are not afraid to share their opinions on social media when they see something that they like or dislike. You might see a post that says, “The morning views were amazing, but the coffee tasted like absolute…” and all their friends, family and followers get a well-rounded picture of the experience.
A guest who leaves a review on your website or posts a picture of your hotel is recommending it personally. The impact of a few words, or even a quick photo, can be enormous, especially when it reaches someone planning a holiday in your network. Positive reviews of your hotel can be shared and celebrated, while negative feedback is useful for improving.
You can also find out more about the following: Henry Howard Hotel This is an excellent example. They share positive reviews of guests with attractive photos on Instagram. This is a simple, but effective method to showcase positive feedback and gain trust from potential guests.
UGC expands your reach organically
Influencers don’t need to be famous
The truth is, people trust real people much more than they do celebrities with large followings. Influencers who are well-known and have a large following can be paid by companies for positive feedback or to share polished content on their social networks. The negative aspects of the hotel are rarely mentioned and they often only show the image that the brand wants to project.
Influencers are more effective than ever today, especially those with smaller followings but high engagement. They also share the same values as your hotel. These influencers are seen as being more trustworthy, relatable and whose recommendations seem more genuine.
Working with these influencers can be a huge benefit for hotels. It doesn’t matter if it’s a local foodie promoting your restaurant, or a wellness coach highlighting the spa, or even a traveller praising your kid-friendly amenities. Their posts will reach a relevant audience.
There is no need for a formal relationship. Even a simple post or invitation to stay at your home, or a kind word can spark meaningful connections.
You Can Encourage Content Opportunities
Some travellers will need their phones surgically removed, while others may need a little push to get online. You need to create moments that are worth recording. This is especially true for events. The kind of events that guests enjoy photographing, filming and sharing include wine tastings, cooking demonstrations, rooftop Yoga sessions, and live music nights.
It is not necessary to have elaborate displays in order to encourage people to share. It can be as simple as a sign with your social network handle or a photo corner. The more appealing and creative your experience is, then the more likely you are to get guests to share it.
Remind them of the importance and value of user generated content. Train your team to spot opportunities. You could offer to take a photo of the group or add thoughtful touches to your hotel that guests would want to record.
Better yet, give them a camera to film their night. You can reward the most hilarious footage with a free morning breakfast. This is a great way to engage with your guests and collect fun, authentic content. Mad Monkey Hostels Similar things were done. Although they didn’t receive a ton of guest footage (check the video below), they took the idea and made a hilarious reel which was widely shared. When it comes to engagement, humor almost always wins.
UGC expands your reach organically
Imagine it. All of your guests who stay at your hotel can share a photo showing the breathtaking view from their balcony or the beach that is just metres away. This content will be seen by everyone and even re-shared. Your guests will be doing all your marketing at that point. It is important that your guests have a positive experience and leave you good reviews. Online, word of mouth can spread quickly.
React when guests mention your hotel. If the story is particularly good, you might want to repost it on your own profile. Credit the original creator. This small act of appreciation builds a relationship and encourages further engagement.
Displaying user-generated material in an intelligent way helps people to tell a story about your brand. You should consider the guests and experiences you wish to emphasize. Share photos, reviews or posts that reflect your values.
You can create a guest blog on your website or include user content into your newsletter. Or, you could pin a review that stands out to the top of Instagram. UGC can become more than just a promotion with a little thought and consistency. It becomes a part of the story behind your brand.
You can also find out more about the following: Cosmopolitan of Las Vegas This is an excellent example, as they share UGC on their website.
Let Sharing Feel Easy, Not Forced
You can encourage people to write a review or post about your hotel. However, you should never force them. You can encourage guests to use your hashtag or tag you with a card, message or note in your hotel app, or at the front desk. A post-stay email is also a good way to remind them. guest satisfaction survey This is a wonderful opportunity to ask guests to leave you a online testimonial or review.
You can even run smaller campaigns such as “Best Breakfast Photo,” “Room With A View,” or “Cutest Pet on Holiday” (Yes, this is the same pet that I mentioned earlier). Offer a drink for free, give a shoutout to the winner or simply highlight them on Instagram. People do not always need a big prize — just a reason to join in. It’s important that sharing feels like fun and not like an exercise in marketing.
You’re not trying to get more online reviews Make sure you don’t violate any of these rules. rules online review platforms You can use incentives to encourage content.
You can also find out more about the following: Ritz-Carlton Encourages guests to use hashtag #RCMemories Sharing their travel experiences online is a great way to encourage storytelling. This is a great way to encourage storytelling. The hotel gets brand exposure through guest content. And guests feel appreciated when their posts get reshared by the hotel. This is a win-win situation that makes sharing meaningful and fun, rather than forced.
UGC Builds Loyalty through Engagement
You can thank and acknowledge guest content
This is something I have mentioned before. But it’s important to acknowledge any guest tag you receive in a blog post. Consider it as a person reaching out to tell you they like what you did. It would not be polite to ignore or like it. Show the guest that you care by being more engaged. You can send a simple message such as “Thank you for your stay, and we wish you the best of luck.” We love this picture. Do you mind that we post it on our Facebook profile? It can be a good idea to say, “We will credit and tag you, ofcourse.”
This type of response shows you human side. It shows genuine appreciation and makes a nice message into a connection. By showing your appreciation, the guest will feel appreciated. You are doing more than marketing. By building relationships, you can often create loyal customers for many years.
You can also find out more about the following: Pig Hotels Do this with style. They repost guest posts and tag the original poster. It’s a subtle thank you for your presence.
It is the same when you respond to reviews. It is important to respond to reviews, no matter how positive or negative they are. It is easy to express your appreciation and respect by thanking guests for their comments. It can make a huge difference in the way potential guests view your hotel. According to a Tripadvisor study77% of travelers are more likely book a hotel who takes the time respond to reviews.
Get Guests to Feel Like They Are Part of Something
A guest who shares a post on your hotel instantly becomes part of the story. The guests selected your property as a place to make memories, and that they were moved to share this moment online is special.
You can create a community by involving your guests in the online presence of your business. When people feel included and seen, even a short visit can be more meaningful.
You can create a gallery of photos of guests, post quotes on your site, or even launch a shout-out campaign for “guests of the week”. You want to make your guests feel appreciated and part of your family.
It is the difference between someone who stayed once and someone who cannot wait to return… and bring their friends with them.
Pamarah Lodge Does this on Facebook? They show genuine appreciation and authenticity for their guests.
Use UGC to Listen
UGC is a great tool for feedback and marketing. What do they praise in their posts and comments? What do they ignore? They love your breakfast, but don’t mention the spa. Do your employees blend into the background or do they receive recognition for excellent service?
By analyzing the words and phrases that guests use, you can get a true understanding of their opinions. how your guests perceive your hotel. This helps you to focus your energies where they are most needed.
Finale: Let Your Guests Shine
User-generated content gives you a glimpse into the human side of your hotel. In a world filled with perfect ads and AI-generated perfections, the heartfelt, raw moments shared by guests are what truly stands out.
They are not just remembering their visit when they post a selfie of themselves in the lobby or a video from their room. When they write a few nice words about your staff, they invite others to join them. They become storytellers for the hotel.
You build a community every time you celebrate, acknowledge and share these moments. You make your guests feel important, valued, and connected.
This is the type of magic that no advertisement can buy.
So, welcome the stories your guests are already telling, because the most powerful way to promote your hotel… is to let your happy guests do it for you.
