Ever found yourself scrolling and suddenly pausing on a photo of someone sipping a cocktail by the pool or reading by a fireplace in some dreamy countryside retreat and thinking, I want to be there?
That’s user generated content (UGC) in action. It grabs attention, sparks imagination, and builds trust because it doesn’t come from the brand. It comes from a guest, in the moment.
When it comes to independent hotels, UGC is more than just a nice-to-have. It’s a powerful, often underused tool that can help boost direct bookings, build credibility and turn happy guests into best storytellers. Here’s how to harness it.
What is User Generated Content (UGC) in hospitality?
User generated content is any photo, video, review, or social post created and shared by your guests. It’s unpaid. It’s authentic. and more often than not, it outperforms polished promotional shots when it comes to influencing future bookings. Think:
- Instagram posts tagging your hotel
- TikTok tours or travel tips
- Google reviews with real guest photos
- TripAdvisor stories about memorable moments
- YouTube vlogs or short-form Reels of their stay
It’s the digital word-of-mouth of today’s travel world and potential guests trust it.
Why UGC works so well for independent hotels
UGC stands out because it’s real and in an industry built on experience and emotion, real stories matter. Here’s why:
- It builds trust: Guests believe other guests more than brand marketing.
- It adds personality: No two people will capture your property the same way.
- It creates desire: People imagine themselves in that exact moment.
- It boosts visibility: Shared posts organically widen your reach online.
When it comes to hotels or properties that may not have big advertising budgets, this kind of exposure can be a game-changer.
How to encourage guests to create and share UGC
Good news is that your guests are already taking the content. The trick is making it easy and worthwhile for them to share it with you in mind. Here’s what helps:
- Ask them: A friendly nudge at check-in, check-out, or via in-room signage can go a long way.
- Create photo-worthy spaces: Think stylish corners, scenic views, thoughtful extras anything they’ll want to capture.
- Promote a hashtag: Something simple and branded like #MyStayAtHotelREZ and make sure it’s visible across the property.
- Run a monthly feature: Highlight a guest photo on your socials or website. It makes people feel seen and encourages more sharing.
- Engage with posts: Like, comment, or reshare content (always with credit). When guests feel appreciated, they’re more likely to post again.
Where and how to use UGC in your hotel marketing
Once you’ve got the content, don’t let it sit idle. UGC can be incredibly versatile across your hotel’s digital touchpoints. Use it to:
- Enhance your website: Mix real guest photos with your professional imagery to balance aspiration with authenticity.
- Boost your booking engine: Add testimonials, star ratings, or photo snippets to build trust at the point of purchase.
- Improve email marketing: Feature a ‘guest spotlight’ section or embed social posts.
- Reinforce social media presence: UGC adds variety and credibility to your feed.
- Showcase guest reviews: Use short quotes from TripAdvisor or Google as social proof.
Just make sure you always have permission to repost, either by direct message, or a repost policy in your bio.
A quick note on usage rights. While sharing guest content can feel casual, it’s still important to be clear and respectful.
- Always ask permission before using someone’s post in your website or paid marketing.
- If reposting on social, a quick comment or DM like “We love this! Would you mind if we shared it on our page?” is usually enough.
- Using it for bigger campaigns, ensue you get written consent.
Being transparent keeps relationships strong and protects your brand. Your guests are already telling your story.
People don’t just book hotels anymore they book experiences and those experiences live on in the content your guests create. Whether it’s a short story, a candid snap, or a rave review, every piece of UGC is a chance to show potential travellers what makes your property special. So lean into it.
If you’re unsure where to start, whether it’s creating a hashtag, finding the best guest content, or showcasing it across your channels speak to us. We’re here to help you turn real moments into real marketing.
