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 are attentive to what others say on the internet, whether it is their stunning sunset photos, their scathing comments, or the poor dog whose picture is posted every morning. The hotel industry has a unique opportunity to present their property through the eyes and experiences of their guests.
They are helping to create a lasting memory of their stay. They help to tell your hotel’s story. Their voice is often more powerful than any polished advertisement.
It is also known as UGC. This includes photos, videos and reviews that your guests post. It’s 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. This trust is crucial when guests are choosing where to stay.
In this article we’ll look at the ways UGC can make your hotel standout, help you build trust and convert happy customers into loyal fans. Discover how some of the best hotels already do it and learn simple, practical ways to get involved.
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UGC builds trust by telling real stories
Travelers Prioritise Authenticity over Perfection
The modern traveler is savvy. Most travellers are able to spot stock photos or promotional shots from a distance. 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.
It is important to note that the word “you” means “you”. Pig Hotels In the UK, this has been embraced 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. It’s the authenticity of their content, which hasn’t changed at all, that makes it so powerful.
Take a look below at their post where they held a hands-on picking workshop at The Pig in Bath. After the workshop guests enjoyed a Pig Lunch straight from the Garden Oven. Simple, real experiences captured in an authentic and relatable way.
Guests can imagine themselves on your property by telling stories. 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. They will naturally share these moments with their friends, highlighting the unique character of your hotel.
Takeaway Zoku Amsterdam For example, guests often tag the hotel in posts featuring its loft-style rooms and communal workspaces. The hotel is often tagged in social media posts that feature its loft-styled rooms and communal workspaces. The photos don’t just show off the hotel. They also reflect its modern, flexible and social values.
Listening to your guests’ comments will help you to understand what they value most. You can use these insights to improve your messaging, to highlight your strengths and to bring more attention to areas that you might have 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 find something they enjoy 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 short words or a quick photo can be enormous, especially when it reaches someone who is planning a vacation in their network. Positive reviews of your hotel can be shared and celebrated, while negative feedback is useful for improving.
It is important to note that the word “you” means “you”. Henry Howard Hotel It is the perfect example. They often take photos of eye-catching images and combine them with positive reviews from guests. Then, they share them on their Instagram page. It’s an easy but effective way to highlight good feedback and build trust among potential guests.
UGC expands your reach organically
Influencers do not need to be famous
The truth is, people trust real people much more than 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. They rarely mention negatives, and present the best version of a hotel to suit the brand.
Influencers are more effective than ever today, especially those with a smaller but engaged audience whose values match yours. These individuals are more relatable and trustworthy. Their recommendations also feel more authentic.
Working with these influencers can be a huge benefit for hotels. It doesn’t matter if it’s a local foodie promoting your restaurant, a health coach highlighting the spa or a parent reviewing 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
Others need a gentle nudge in order to go online. You need to create moments that are worth recording. This is especially true for events. These activities, from wine tastings to cooking demonstrations, rooftop yoga sessions to live music evenings are what guests like to share.
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 your staff of the importance of user-generated material and teach them how to recognize opportunities. You could offer to take a photo of the group or add thoughtful touches to your hotel that guests would want to record.
You can also give your guests cameras and ask them record the night. Give a prize for the best footage. For example, a free breakfast in the morning. This is an excellent way to interact with your guests, while also collecting authentic and fun content. Mad Monkey Hostels They did something similar. 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. Imagine that every guest at your hotel posts a picture of the beautiful view from the balcony, or the gorgeous beach just metres away. That content is seen by their entire following and can be shared. At that moment, you are being promoted by your guests. You should always strive to make sure that the reviews you receive and your guest’s experience are positive. Word-of-mouth spreads fast, especially online.
React when guests mention your hotel. If the story is particularly good, you might want to repost it on your own profile. Never forget to give credit to the original creator. This small act of appreciation builds a relationship and encourages further engagement.
Showing user-generated content thoughtfully helps to shape the story that people tell about your company. You should consider the guests and experiences you wish to emphasize. Share posts, photos, or reviews that represent those 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.
It is important to note that the word “you” means “you”. Cosmopolitan of Las Vegas This is an excellent example, as they share UGC on their website.
Let Sharing Feel Easy, Not Forced
Although you can’t (and shouldn’t) force people into posting about your hotel, or writing a review for you, you can encourage them gently. The front desk, your app, or a card placed in the guest’s room can be used to remind guests of your hashtag and tag. An email after the stay or 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, it’s the same pet I mentioned earlier). Offer a drink for free, give a shoutout to the winner or feature them on Instagram. People do not always need a big prize — just a reason to join in. The goal is for sharing to feel like fun, and not a marketing exercise.
If you are trying to get more online reviews It’s always a good idea to make sure that your tactics do not violate any of the rules online review platforms You can use incentives to encourage content.
It is important to note that the word “you” means “you”. Ritz-Carlton Use the hashtag to encourage guests to use it #RCMemories Sharing their travel experiences online is a great way to encourage storytelling. It’s an innovative way to get guests to share their travel stories. The hotel benefits from the brand awareness gained by guest content. Guests feel recognized when they see their posts reshared and celebrated. This is a win-win situation that makes sharing meaningful and fun, rather than forced.
UGC creates loyalty through engagement
Recognize and Appreciate Guest Content
This is something I have mentioned before. But it’s important to acknowledge it when someone tags you on a blog post. Consider it as a person reaching out to tell you that they like what you’ve done. 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.” This is a great photo. Would you mind if it was shared on our profile? “We will tag and credit your work, of course” can go a very long way.
This type of response shows you human side. This shows genuine appreciation, and transforms a nice comment into a true connection. By showing your appreciation, the guest will feel appreciated. You are doing more than marketing. You build relationships with your guests that can lead to them remaining loyal for many years.
It is important to note that the word “you” means “you”. Pig Hotels They do it with style. They often repost content from guests and tag the original poster. This is a way to say “Thanks for being here, we enjoyed having you.”
It is the same when you respond to reviews. Whether it’s a positive or a negative review, the time and effort it took to write it warrants a response. You can show your appreciation by simply thanking them for their feedback. It can make a huge difference to the perception of your hotel by potential guests. According to a Tripadvisor study77% of travelers are more likely book a hotel who takes the time respond to reviews.
You can make your guests feel part of something
A guest who shares a post on your hotel instantly becomes part of the story. It is special that they chose your hotel to create a memorable experience, and that they were moved to share it online.
You can create a community by involving your guests in the online presence of your business. Even a brief stay can feel more meaningful if people feel seen and include.
You could create a wall of guest pictures, feature quotes on your website or run a “guests-of-the week” campaign. 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 This is done on Facebook, with genuine authenticity and appreciation of their guests.
Use UGC as an Listening Tool
UGC can be a powerful tool to get feedback from guests. What do guests praise in their reviews and posts? What do they ignore in their posts and reviews? They love your breakfast, but don’t mention the spa. Your staff is being recognized for their great service, or are they blending in the background?
You can gain valuable insights by tracking the patterns of what guests say and share. how your guests perceive your hotel. It helps you direct your energy to the areas that matter most.
Final Thought: Let your guests help you 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. These guests are storytellers, bringing their hotel to life.
You build a community every time you celebrate, acknowledge and share these moments. You make your guests feel important, valued, and connected.
No advertising can create such magic.
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.
