Want to work with us?
For 35+ years, we've led the way in food, beverage and hospitality marketing. Fill out the form below to start crafting your success story today.
The Key to Building Trust in the Travel and Tourism Industry
User-generated content (UGC) is key to digital marketing strategies, especially in the travel and tourism space. With more than 80% of destination marketers reporting higher engagement on social media thanks to user-generated reviews, recommendations, travel vlogs and trip inspiration, it’s clear that this authentic content is transforming how brands connect with today’s travelers.
Defined as content created by customers or fans rather than the brand itself, UGC acts as modern-day word-of-mouth, providing genuine insights and endorsements from real users.
The global UGC market is currently valued at $5.36 billion, and it’s expected to more than quadruple in less than ten years.
How Peer Influence Impacts Travel
Nearly 90% of people trust recommendations from friends, family or peers. The value of peer influence is particularly strong in the travel industry, where 93% are swayed by online reviews when booking. To stay top of mind, brands should be regularly promoting UGC. Frequent exposure to authentic travel experiences shapes decisions and preferences, guiding travelers toward their next adventure.
Not only do reviews guide decisions, but they also impact spending behavior. Expedia data shows that travelers tend to prioritize hotels with higher guest review scores, with 72% opting for higher-rated hotels even if it means paying more.
UGC has a big influence on traveler behavior, particularly during the trip planning stages. Approximately 77% of travelers turn to social media early in their itinerary building process. Visual inspiration from platforms like TikTok and Instagram plays an important role as travelers seek destination ideas and tips.
The Unique Impact on Digital Content Creators
UGC not only benefits brands, but it also has a unique impact on content creators. By engaging with the brand community, creators develop a sense of loyalty and belonging. This integration fosters a deeper connection with the brand and enhances overall authenticity, which is crucial, as UGC is considered 9.8 times more impactful than influencer content.
When travel brands support and connect with creators, they are inspired to share more about their experiences. This, in turn, encourages other travelers to visit these destinations and share their own stories, keeping the cycle going. This ongoing exchange builds stronger relationships and boosts the brand's presence naturally over time.
Leveraging UGC for Travel and Tourism Brand Success
To effectively harness the power of UGC, brands in the travel and tourism industry should implement the following strategies:
- Regularly feature UGC: Make UGC a consistent part of your social media and marketing content to keep your brand relevant and relatable.
- Engage with content creators: Foster a community of loyal content creators by acknowledging and sharing their contributions.
- Highlight authentic experiences: Showcase real experiences from travelers to provide genuine insights into your destination.
- Integrate UGC into marketing campaigns: Use UGC to enhance your current campaigns, adding authenticity and trustworthiness.
This approach can create a powerful flywheel effect: as brands build stronger connections with content creators, those creators are inspired to develop more content. This, in turn, inspires travelers to visit your destination and share their own experiences, fueling continuous content creation and reinforcing your brand's presence.
To develop a comprehensive strategy for integrating UGC into your marketing efforts, partner with Marriner Marketing. Contact David Melnick for expert digital marketing and creative marketing solutions tailored to the travel and tourism industry.
Sources:
- CrowdRiff Trends 2024
- Grand View Research UGC Market Report
- Taggbox UGC for Hospitality Industry
- CrowdRiff UGC Stats
- Nosto UGC Statistics