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The Insta-Worthy Summer: Crafting a UGC Strategy for Hotels

In the ever-evolving social media landscape, hotels constantly struggle to create visually stunning and engaging content that resonates with their target audience. This task becomes even more crucial during the peak summer season when competition for attention is at its highest. Enter user-generated content (UGC) – a powerful tool that can elevate your hotel’s social media presence and capture the essence of the Instagram-worthy summer experience.

By leveraging UGC, hotels can tap into their guests’ authentic stories and experiences, creating a sense of authenticity and trust that resonates with potential customers. In this article, we’ll explore the art of crafting an effective UGC strategy for hotels, unlocking the secrets to captivating visuals and genuine connections that drive bookings and foster brand loyalty.

The Power of User-Generated Content

User-generated content (UGC) refers to content – text, images, videos, or reviews – created by consumers rather than brands themselves. UGC has emerged as a powerful tool for building trust and credibility with potential guests in the hospitality industry. By showcasing real experiences and authentic moments shared by previous visitors, hotels can provide a glimpse into their property’s genuine atmosphere and offerings.

The benefits of UGC are manifold. It serves as social proof, influencing purchasing decisions and driving bookings, and fosters a sense of community and engagement among guests. UGC campaigns can be highly cost-effective compared to traditional advertising methods, as hotels can leverage the creativity and reach of their customers. Moreover, UGC aligns with the growing desire for transparency and authenticity in marketing, resonating with consumers who seek genuine experiences.

The impact of UGC on the hospitality industry is undeniable. According to a study by Travelport Digital, 95% of travelers read reviews before booking a hotel. Furthermore, a survey by Bazaarvoice found that UGC-based marketing campaigns resulted in a 28% increase in engagement and a 20% increase in return on ad spend.

Identifying UGC Opportunities for Hotels

The first step in crafting an effective UGC strategy is identifying the various sources of user-generated content. Social media platforms like Instagram, Facebook, and Twitter are obvious choices, as guests frequently share their travel experiences through photos, videos, and captions. Review sites like TripAdvisor, Google Reviews, and Yelp are goldmines for UGC, offering valuable insights into guest experiences and feedback.

To uncover UGC opportunities, hotels can leverage popular hashtags and location-based strategies. Encouraging guests to use specific hashtags when sharing their experiences can make discovering and curating relevant content easier. Additionally, monitoring geo-tagged posts from the hotel’s location can reveal a wealth of UGC from visitors.

Paragraph 3: Beyond passive discovery, hotels can encourage guests to share their experiences through on-site prompts and incentives. This could include prominently displaying social media handles and branded hashtags throughout the property, offering rewards or discounts for guests who share their stay on social media, or even hosting photo contests and challenges to ignite creativity and engagement [8].

Curating and Repurposing UGC for Instagram

Once you’ve identified and obtained permission to use UGC, it’s crucial to follow best practices for properly crediting the creators. This respects their intellectual property, builds trust, and fosters a positive relationship with your guests. Always tag the original creator in the post, and consider including a brief description or quote to provide context.

Instagram is a powerful platform for showcasing UGC, and hotels can create visually appealing grids and stories by curating and repurposing guest content. Consider using UGC to highlight different aspects of your property, such as the rooms, amenities, dining experiences, or local attractions. Incorporate creative editing techniques, like carousels, slideshows, or collages, to make your UGC stand out and captivate your audience.

Extend the reach of your UGC beyond Instagram by repurposing it across multiple social media platforms and marketing channels. Share guest photos and videos on Facebook, Twitter, or your hotel’s website, using them as social proof and inspiration for potential guests. Incorporate UGC into email marketing campaigns, digital advertisements, or print materials to amplify its impact and create a cohesive, authentic brand experience.


Embrace the power of UGC to showcase authentic guest experiences and build trust with potential customers.

Leverage location-based strategies, hashtags, and incentives to encourage guest participation and uncover UGC opportunities.

Curate and repurpose UGC to create visually captivating Instagram grids, stories, and content across multiple channels.

Implement a well-rounded UGC strategy to drive bookings, foster brand loyalty, and capture the essence of the Instagram-worthy summer.

Unlock the full potential of your hotel’s social media presence by partnering with Emerge, a leading digital marketing agency. Their expertise in crafting effective UGC strategies can elevate your brand and captivate your audience this summer. 

Visit https://emerge.com.ph/ to learn more.

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