With the surge of short-form video platforms like TikTok and the enduring popularity of visual content platforms like Instagram, generating and disseminating user-created content has become simpler than ever. How can this be harnessed in the realm of hospitality marketing?
Hospitality Marketing: The Significance of User-Generated Content (UGC)
Before we delve into the importance of user-generated content for your social media strategy, it’s crucial to understand the broader context and see where UGC fits within it. In marketing, there are three primary types of media and content your brand can generate or receive:
Paid Media.
Paid media includes all the advertisements your business runs and any sponsored content you create, both on social platforms and elsewhere. Essentially, these can be considered as all the external conversations about your brand that you control.
Owned Media.
Owned media encompasses all your brand’s social media profiles, website, newsletter, podcast, and the organic content you produce on them. These are all internal conversations about your brand that you lead.
Earned Media.
Earned media comprises all the content generated by other users and individuals that revolves around your brand in some way. These are the conversations about your brand that others control. This could include comments under your posts, reshares on stories, mentions, reviews, testimonials, and more.
In the context of social platforms, earned media is specifically the user-generated content that every brand desires, particularly when it portrays the brand in a positive light. But what makes UGC so invaluable for hospitality marketing? Trust and reliability, of course.
According to recent data, 43% of users report that they regularly read online reviews about local businesses, while 34% say they always do. Additionally, data indicates that reviews from other customers are the most trusted source of information for 84% of users.
For the hospitality sector, where customer satisfaction is paramount and deeply connected with customer retention and loyalty, trust is an essential component of this equation. Let’s examine how UGC could assist you in fostering customer loyalty.
How UGC Influences Hospitality Marketing.
As a hospitality business, whether a restaurant, bar, hotel, or coffee shop, you want users to naturally discuss your brand. You want multiple ongoing conversations about the quality of your products, the excellence of your customer service, and the prompt delivery of services or products.
We live in a social and digital era, which means our inherent desire to share the places we visit and snap photos of what we ordered or where we are staying is something that can be leveraged to your brand’s benefit.
Both Instagram and TikTok are home to large communities of food bloggers and reviewers, as well as travel bloggers who dedicate their platforms to recommending restaurants, coffee shops, hotels, and experiences in various cities. All of these can be highly advantageous in hospitality marketing.
But how can you encourage guests to share their positive experiences and effectively turn them into brand advocates online?
How to Encourage UGC in Hospitality Marketing.
- 1. Highlight Your Value Proposition.
First and foremost, your brand’s value proposition must be compelling and inspiring enough to motivate guests to share their experiences. Reflecting on your business strategy, ensure that your unique selling points and the aspects of your brand that distinguish you from competitors are prominently showcased on your social media.
- 2. Create Memorable Moments for Your Guests.
Secondly, you can craft special moments for your guests that would enhance their experience and encourage genuine and authentic UGC. A personalised “thank you” card, a complimentary gift basket, or a glass of sparkling wine can add a special touch to an already outstanding time for your guests. This will inspire them to document and share how valued you made them feel.
- 3. Effective Community Management.
Thirdly, community management is crucial, particularly in hospitality marketing. Ensure you actively participate in the conversation about your brand by monitoring mentions and comments, responding promptly and appropriately, and expressing gratitude for any positive reviews. This will ensure users feel acknowledged and appreciated by you, further solidifying their trust.
- 4. Social Media Strategies.
Lastly, there are several strategies you can employ on social media to further encourage users to voice their opinions or share praise about your brand. With proper credit assigned, you can designate a specific time each week to highlight and reshare your favourite pieces of UGC on your page, awarding that creator the “Guest of the Month” title and even offering a complimentary discount for their next visit.
You can also organise social media giveaways around special occasions and holidays. At the prospect of winning a prize, users are more likely to engage and share pictures or videos of your brand on social platforms.
In a world where trust and authenticity drive booking decisions, user-generated content offers a powerful, cost-effective way to connect with your audience and showcase real guest experiences. By creating memorable moments, engaging with your community, and encouraging content sharing, you can turn your guests into loyal brand advocates. Ready to elevate your hospitality marketing with a UGC strategy that works? Start by encouraging your guests to share their story—your next great marketing asset could already be sitting at your table.