They also enjoy following the lives of other people. Imagine how often the average person uses social media to check their posts, read stories or watch videos. We pay attention to what people say in the digital space, from their jaw-dropping sunset pics to scathing reviews, to that poor pet whose face is broadcast on social media every morning for the world to see. The hotel industry has a unique opportunity to present their property through the eyes and experiences of their guests.
Your guests are not just reminiscing about their vacation when they share a moment from their stay. For example, a sunset on the balcony or laughter at the pool. Or, if their pet walks through your hotel. They help to tell your hotel’s story. Their voices are often heard more than polished ads.
It is also known as UGC. Your guests’ photos, videos, comments, and other posts are included. 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.
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.
UGC builds trust by telling real stories
Travellers Value Authenticity Above 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.
You can also find out more about the following: Pig Hotels The UK has embraced it beautifully. Social media posts feature guest photos that show the rustic warmth of their properties, such as garden-fresh food, relaxed countryside moments, and fireside conversations. The authenticity of the content is what makes it effective.
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.
These stories can help guests visualize themselves on your property. You are not only visiting, you are a part of your property.
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 As an example. 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, social and flexible values.
Listening to your guests’ comments will help you to understand what they value most. 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 tend to be real and honest. Guests will share on social media what they like and 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.
If a guest tags your hotel or leaves a comment, it is like a personal endorsement. Even a few short words or a selfie can have a huge impact, especially if they reach someone who is planning a vacation. Positive posts that praise a hotel offer a great opportunity to share and celebrate. Negative feedback can hurt but it offers valuable insight for improvement.
You can also find out more about the following: Henry Howard Hotel It is the perfect example. They often take photos of eye-catching images and combine them with positive guest reviews. Then, they share them on their Instagram page. 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
It’s a fact: People are more likely to trust people they know than celebrities who have 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 negatives are rarely mentioned and they often only show the image of the hotel which suits the brand.
Influencers are more effective than ever today, especially those with a smaller but engaged audience whose values match yours. They are seen as more relatable, trustworthy and their recommendations feel more genuine.
These everyday influencers are a great asset to hotels. If a food blogger is showing off your restaurant or spa, a wellness expert may be highlighting it, or perhaps a traveller will review your child-friendly facilities, the posts of these influencers can reach an audience that is highly relevant.
There is no need for a formal relationship. It can be as simple as an invitation to stay with you, a post shared, or a kind note.
You Can Encourage Content Opportunities
Others need a gentle nudge in order to go online. It’s important to capture moments and experiences worth remembering. 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 evenings.
To encourage sharing, you don’t need to create elaborate settings. You can use a simple sign that includes your social media handle, or create a fun photo area. The more appealing the experience and the more creative it is, the greater the likelihood that guests will share it.
Remind them of the importance and value of user generated content. Train your team to spot opportunities. It could be as simple as offering to take group photos or adding thoughtful touches guests will want documented.
You can also give your guests cameras and ask them record the night. You can reward the most hilarious footage with a free morning breakfast. This is an excellent way to interact with your guests, while also collecting authentic and fun content. Mad Monkey Hostels Similar things were done. Although they didn’t receive a ton of guest footage (see the video below), the idea was used to create a hilarious reel which has been widely circulated. Humour is almost always the best way to engage people.
UGC expands your reach organically
Consider 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. In this moment, you are being promoted by your guests. It is important that your guests have a positive experience and leave you good reviews. Word-of-mouth spreads fast, especially online.
Respond to guests who tag your hotel on social media. Share the post to your story and, if it is particularly good content, consider reposting on your profile. Credit the original creator. This small gesture shows your appreciation, creates a connection and encourages engagement.
Showing user-generated content thoughtfully helps to shape the story that people tell about your company. Consider the type of guest you’d like to attract, and the experiences that you would want to highlight. 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 is more than a promotional tool with some consistency and intention. 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
Although you cannot force people to review your hotel on social media or to leave a comment, you can gently urge 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, it’s the same pet I mentioned earlier). You can offer a free beverage, shoutouts or just feature the winner 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 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.
You can also find out more about the following: Ritz-Carlton Use the hashtag to encourage guests to use it #RCMemories When sharing their travel memories online. This is an innovative way to get guests to share their travel experiences online. It also gives the hotel brand visibility, while the guests are acknowledged by the hotel when they reshare or celebrate the posts. It’s an easy way to make sharing fun, meaningful and not forced.
UGC creates loyalty through engagement
An Appreciation of Guest Content
It is important to acknowledge it when someone tags you on a blog post. Imagine it is someone reaching out to you and saying that they appreciate what you’ve done. It would not be polite to ignore or like it. Show that it is important to you by engaging the guest. Simple messages like “Thanks so much and we hope you have a wonderful time with us” will suffice. We love this picture. 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.
It shows that you are a human being. This shows genuine appreciation, and transforms a nice comment into a true connection. Showing appreciation will make the guest feel valued. It’s more than just a marketing tactic. You build relationships with your guests that can lead to them remaining loyal for years.
You can also find out more about the following: Pig Hotels They do it with style. They repost guest posts 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. It took time and energy to write the review, whether it is positive or not. You should respond, regardless of its outcome. You can show your guests that you appreciate their feedback by simply thanking them. This can also make a big difference in how future guests perceive your hotel. According to a Tripadvisor study77% more travellers will book a room at a hotel if they respond to customer 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 a guest chose your hotel to create a memorable experience, and that they were moved to share it online.
By engaging guests in your online presence you can create a feeling of community. When people feel included and seen, even a short visit can be more meaningful.
You could create a wall of guest pictures, feature quotes on your website or run a shout-out campaign to “guests” of the week. The goal is to make guests feel valued and like they’re part of the 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 a Listening Tool
UGC is not only useful for marketing, but it’s also a great tool to get feedback. What do guests praise in their reviews and posts? What do they ignore? Do they love your breakfast but ignore 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.
Let Your Guests Shine
User-generated material is a window to the real human experiences that make you hotel unique. 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.
By acknowledging, celebrating and sharing these moments you build a sense of community. 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.
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The original version of this post appeared on GuestRevu. here The reproduction of their work is done with their permission.
