When it comes to travel marketing, trust and authenticity are critical to success. In a commodified world, customers appreciate belonging to a genuine community. Utilizing user-generated content is a great way for companies to boost brand awareness and reliability in travel marketing.
In fact, 90% of consumers prefer to see brand content from real-life customers. At Forge Apollo, a digital marketing agency in Chester County, PA, we have seen firsthand how UGC in digital travel marketing can give brands an advantage over their competitors.
Can your brand benefit from UGC? Keep reading to find out.
What is User-Generated Content?
You may be asking yourself, “What is UGC?” In simple terms, UGC is media made by real-life customers rather than the brand itself. It can take the form of Instagram posts about a vacation resort, reviews praising a new restaurant, or TikTok videos unboxing a product.
Genuine stories from real people convey a sense of trust. These stories are known as social proof. Has a friend ever raved about a vacation resort so much that you decided to travel there? Think of UGC marketing as a personal way to show that your brand is reliable and trustworthy. In fact, 74% of consumers check at least two review sites before making a purchase.
3 Benefits of Travel User-Generated Content
Now that you understand what UGC is, let’s focus on why it is important in travel marketing.
1. Authenticity and Trust
Traveling is a luxury, and choosing what company to trust with one’s vacation experience is a big deal. Brands can prove their reliability by using travel UGC. This form of social proof displays authority and trustworthiness, which can lead to an increase in sales. 84% of customers say that they are more likely to trust a brand that uses UGC content.
For example, Airbnb does a great job using UGC. The company employs images from customers on its Instagram to highlight the unique lodging its brand offers. Travelers are more likely to believe their peers’ opinions on a brand than the brand itself.
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2. Cost Effectiveness
With UGC, your customer is doing the heavy lifting. Because the content comes from them, brands can eliminate the need to pay for influencers. Additionally, instead of funding photographers and models, brands can simply use preexisting content from clients free of charge.
3. Belonging and Community
It is human nature to yearn for connection. UGC content shows customers a community of individuals who value your brand. Brands can use UGC to foster a strong sense of belonging. You can invite customers to join your buzzworthy community.
How to Get Travel User-Generated Content
Giveaways and Contests
Brands can encourage travel UGC by creating giveaways and contests. In 2024, our client ICONA Resorts hosted an Instagram giveaway offering one lucky winner a free 3-night cozy season stay. To enter the giveaway, users simply had to post a piece of UGC, tag the brand, and use a branded hashtag.
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ICONA Resorts not only received UGC from the contest, but they also received additional UGC to post of the winner’s experience on the special trip.
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Hashtags or Tagging Your Brand
Another way to generate UGC is to repost and utilize UGC on your platforms with branded hashtags. If customers see that a brand reposts content from real people, they will be more likely to create UGC themselves. Branded hashtags will also allow you and potential customers to locate the content quickly.
Brands can ask customers to post UGC on all of their marketing channels. Having a designated page on your website where users can upload UGC is a great way to encourage this type of content. You can also ask users to post, hashtag, or tag your brand through emails. One of our clients, Mahalo Resorts, has a section on their website asking customers to “Share Your Mahalo Experience” with a link to the brand’s Instagram page. Implementing this tactic in your brand’s marketing strategy is an easy way to promote UGC.
Adding User-Generated Content to Your Marketing Strategy
There are various ways to use UGC in your brand’s marketing strategy. As mentioned earlier, UGC comes in multiple forms, including:
- Testimonials
- Photos
- Blogs
- Videos
Social Media
Different social media platforms are best for different types of UGC. For example, posting pictures taken by followers on Instagram is a great way to increase credibility. You can also use the Instagram story feature. Platforms like Facebook and TikTok are effective for posting video testimonials and reviews from customers. Our team has also posted snippets of testimonials on graphics that perform well on Instagram and Facebook. This type of content helps generate positive attention.
Website
Additionally, it is a good idea to use UGC on your company’s website. Not only does it bring social proof and authenticity to your site, but it also gives customers a feel for your brand’s personality. Digital Marketing Manager at Forge Apollo, Abby Roy, explains that “users trust your customers more than they trust you, so featuring content that directly shares your customers’ experiences is valuable to them.” She also advises brands to “sprinkle UGC throughout your pages, especially near calls to action.”
Email marketing is also a beneficial place to add UGC. By placing UGC in emails, you can build trust and engagement with your audience. Roy adds that “audiences see UGC as a more authentic take on your brand than traditional advertising.” This is crucial to your marketing strategy because it “brings a fresh take to emails, which tend to lean more towards promotion or information than social proof.” A great spot to place UGC is near call-to-action buttons.
It’s Time to Implement User-Generated Content
UGC can set your brand apart from competitors and significantly bolster your company’s reputation. Utilizing UGC in your social media marketing is simple, effective, and meaningful to customers. At Forge Apollo, a digital marketing agency in Chester County, PA, we provide specialized digital travel marketing services and are eager to help your company fulfill its needs. Contact us today to learn all the ways UGC can elevate your digital marketing strategy.
