Implementing User Generated Content into a Successful Hotel Marketing Campaign

The importance of User Generated Content (UGC) or Content Marketing is crucial, in the today’s competitive hotel marketing industry.  Leonardo describes content marketing as “the art of storytelling, to the right people, at the right time, through the right channels.”

Implementing UGC into a Hotel Marketing campaign can help build brand awareness and increase brand loyalty by legitimizing the authenticity of the content.  UGC allows customers to engage with fellow customers on a monitored platform.  Customers can share their hotel experience with other customers in the market.  Customers have nothing to gain from leaving a positive review; therefore it is perceived as sincere and valuable, because it helps make a purchase decision.  Content marketing creates a level of authenticity which is easily distinguishable from traditional advertisements which can be interpreted as a sales pitch.  “In other words, experience has revealed that sincerity isn’t just ideal for successful UGC; it’s crucial.” 

User generated content has not only become a go-to strategy in most hotel chains, but it’s also a key digital marketing strategy for business development.  Research has shown that the advantages of content marketing are obvious in terms of cost and lead generation.  According to Leonardo, the costs associated with content marketing are 62% less than those of traditional advertising; meanwhile it generates 300% more leads.  Comparably, surveys have shown boutique hoteliers invest 58% of their time towards sales and marketing.  A 2015 poll suggested that 60% of hoteliers identified driving direct website conversions to be their biggest challenge.

3 Basic steps can be taken to ensure you implement the best UGC strategy.  Firstly, determine `how` you will connect with your customers?  Will it be in the form of a contest, for social interaction, or product expertise?  Secondly, focus on the quality of the content, rather than just the quantity. Creating a quality standard can be as easy as asking users to Tweet a picture with their Tweet to better illustrate what they’re sharing. Lastly, create a holistic strategy, which is self-sufficient and sustainable.     

Here is an example of UGC on Fairmont Hotel’s Twitter page.  Thanks to a simple re-tweet, this image has been shared with 157,000 Twitter followers.  All hoteliers should be cognizant of the importance of creating sound and quality UGC strategy.  Make sure you implement a good UGC into your hotel’s marketing strategy!  

By Danial Ahmad / October 16, 2016