Social media revolutionised marketing, and the hospitality marketing game changed right along with this revolution. One of the key ingredients to hospitality marketing in the age of social media is user-generated content (UGC). This is essentially anything posted firsthand from a customer. It’s unlikely you need any convincing of UGC’s value, but here are a few snippets regardless.
According to MarketingLand:
‘Virgin Holidays achieved a 260 per cent increase in online bookings, as well as a 64 per cent increase in passengers year over year as a result of implementing UGC.’
Research conducted by the Blitz Agency concludes:
‘84 per cent of millennials and 73 per cent of non-millennials are likely to plan a trip based on someone else’s vacation photos or social media updates.’
This is the type of information that has turned heads, and today most major hotel brands incorporate UGC promotion into their marketing efforts. To really amplify the profile of your property you need to inspire people and then let them inspire others.
But how exactly is this done?
It’s an artform, and one that takes some sweat equity and a bit of time to develop organically. Big hotel brands have focused on this by creating hashtags (#SPGLife or #Fairmountmoments) and promotional pulls to encourage user-generated content.
Smaller properties can follow suit and come up with their own tactics. A few keys to driving inspiration on social media:
Make It Easy for People to Find You
Make sure your social media handles or links are there in all email communications, posted on business cards or any other media representing your property.
Engage with People
If someone tags your property, respond by re-sharing the post or showing some other form of appreciation. If someone has a question or a comment on social media, respond to them in a timely manner. Be friendly, be open and display your personality.
Motivate People to Share
You can motivate people to share their experiences at your property with silly or clever hashtag campaigns. Funny signs in the lobby encourage guests to take photos or perhaps a resident hotel dog might inspire people to snap and share. These may sound innocuous but small (unique, funny or beautiful) things go a long way.
Although not hospitality-specific Hubspot has compiled a list of user-generated content campaigns that were successful. There are some fascinating case studies there, and they might help you with a creative spinoff.
Inspiring guests on social media largely depends on garnering positive user-generated content. This content can also help you gain valuable insight into who your customers are, their likes/dislikes, and how you can continue improving their experience. And from a marketing perspective, there is simply no better brand ambassador for your property than a happy guest tweeting photos from the pool.
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