The rise of user-generated content (UGC) is arguably one of the most disruptive forces in hospitality since hotels moved their marketing collateral and booking abilities online.
This is largely down to the fact that user-generated gives consumers the power to create and manage a brand’s reputation.
With 70% of consumers between the ages of 25-54 posting on social media to share experiences with friends and family while travelling, and a further 53% of Millennials using UGC to aid with hotel booking choice, it is clear that consumers trust user-generated content.
What’s more, hotels are uniquely positioned to capitalise on this lucrative trend due to the number of guests that stay with them annually.
With the above in mind, we have produced a series of reports providing insight on how hotels can leverage digital to drive direct hotel bookings.
In the latest of our reports, we explore how hotels can adopted UGC to increase on-site bookings including:
- What is user-generated content?
- Harness the power of user-generated content
- Building user-generated content into a profitable social strategy
- The good, the bad and the ugly case studies
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