You've likely heard it time and again: content is king. In today's social media-driven world, the emphasis is on authentic, “relatable” photography rather than staged, “stock” images. While many hoteliers understand that real-life experiences resonate more with audiences, the challenge often lies in the execution of content creation. So, how can they generate compelling content without having to do it all themselves?

User-generated content (UGC) and influencer marketing have introduced a new standard in digital marketing, focusing on capturing and sharing content that everyday customers can relate to. For hoteliers, this means prioritizing the pursuit, engagement, and management of UGC and influencer collaborations as a key part of their digital marketing strategies.

UGC vs. Influencers: Understanding the Difference

Although content from guests and influencers may appear similar to the average consumer, there are important distinctions. UGC is created by regular guests who stay at your hotel and share their experiences on social media or review platforms. Influencers, on the other hand, are often compensated by the hotel to stay at the property, create content, and share their experiences, usually with a broader audience.

User-Generated Content

We've all shared photos or updated our social media statuses while traveling, letting others know where we are and what we’re doing. In the hospitality industry, UGC includes any content—photos, videos, status updates, or reviews—created by guests and published online. Consumers tend to trust content from real guests over branded content from hotels. In fact, 79% of people say UGC significantly influences their purchasing decisions, and 84% trust peer recommendations above other forms of advertising, according to Stackla.

Influencer Marketing

For decades, celebrities have swayed consumer choices through TV commercials and billboards, promoting everything from vitamins to fashion. However, there is a distinction between celebrity endorsements and influencer marketing. While celebrities often appear in company-backed, branded campaigns, influencers post content on their own social media profiles, tagging the brands they are promoting.

With the rise of social media, being an influencer has become a coveted career path. An influencer is someone with a significant following who can sway the purchasing decisions of their audience. For companies, influencer marketing is one of the most effective advertising strategies, offering measurable ROI through likes, comments, shares, saves, link clicks, and revenue—something traditional celebrity endorsements cannot easily provide.

Leveraging UGC

Keeping track of UGC across various social media platforms can be daunting, but with the right approach, it’s manageable. Here are some steps to ensure you’re effectively using UGC to enhance guest satisfaction and influence future bookings:

1. Monitor and Manage UGC Hoteliers can set up alerts and notifications to track mentions or tags of their property on review sites, OTAs, and social media platforms. UGC management platforms, like TMG OneView®, allow you to view and manage all your content in one place.

2. Engage and Utilize Interacting with and incorporating UGC into your social media strategy can set you apart from competitors. Here are some simple ways to do this:

   • Status Mentioning Your Property: Like, comment, and repost when appropriate.

   • Photo Tagging Your Property: Like, comment, and request permission to repost.

   • Online Reviews: Respond to all reviews and share positive ones on social media.

   • Direct Messages/Mentions: Respond quickly and with detailed answers.

3. Use Insights to Improve and Adapt UGC provides valuable insights into guest perceptions of your property. Utilizing sentiment analysis tools can help identify areas for improvement. Ignoring UGC can harm your brand’s reputation and lead to fewer bookings. To fully integrate UGC into your marketing strategy, consider:

   • Requesting reviews in post-stay emails

   • Encouraging guests to follow and tag your hotel on social media

   • Inviting guests to share photos from their stay

   • Tracking and responding to all UGC online

Let Influencers Speak for You

Influencer marketing is expected to reach $24 billion by the end of 2024. The primary goal of these campaigns is to generate reusable UGC (56%), followed by driving sales (23%), according to Influencer Marketing Hub. Influencers can help you reach new audiences beyond your organic reach and provide authentic experiences at your property.

You don’t need to invest in macro-influencers to achieve success. Nano and micro-influencers are more accessible, affordable, and still produce high-quality content. Their followers may choose to stay at your property simply because their favorite influencer recommended it. When selecting influencers to work with, consider the following:

• Niche Relevance: Focus on influencers in travel, hospitality, or other relevant sectors.

• Audience Demographics: Ensure their audience aligns with your hotel’s target market.

• Location: Determine if you’ll need to cover travel expenses for the influencer.

• Pricing: Consider the cost differences between nano, micro, mid-tier, macro, and mega influencers.

• Platform Compatibility: Choose influencers active on platforms that align with your marketing goals.

Seize the Opportunity

Leveraging UGC and influencers on social media can elevate your property’s online presence in ways that internal marketing efforts alone cannot. Hoteliers should aim to create the most accurate and engaging representation of their property online, and there’s no better way to do this than through authentic experiences shared by real guests.