User-generated content (UGC) - guest photos, reviews, videos, and social posts, has become one of the most powerful marketing tools for hotels. Travellers trust real experiences shared by other guests more than polished advertising, and a single Instagram story or TikTok video can influence booking decisions. But while UGC is a goldmine for authenticity and reach, hotels may worry about one thing: losing brand control.
Why UGC Matters for Hotels
Research shows that travellers are more likely to book after seeing authentic guest content. UGC offers:
Authenticity – Real guests telling real stories.
Social Proof – Builds trust with potential customers.
Reach – Extends your brand visibility through your guests’ own networks.
For independent hotels especially, this can level the playing field against bigger chains with larger marketing budgets.
Balancing Authenticity with Brand Control
The challenge is ensuring guest-created content aligns with your brand values. Here’s how hotels can strike the balance:
Create a Hashtag Strategy
Encourage guests to use a branded hashtag (e.g., #StayWithUsLondon).This makes it easier to find and curate content while reinforcing brand identity.
Set Clear Guidelines
Without stifling creativity, give gentle prompts in-room, at check-in, or on signage: “We love seeing your photos of our gardens, please tag us @HotelName!”
Curate, Don’t Control
Feature the best guest posts on your website, social feeds, or digital signage. Select content that reflects your brand values and atmosphere while still feeling authentic.
Ask Permission
Always request consent before re-sharing guest images. It strengthens relationships and avoids legal complications.
Blend UGC with Professional Content
Mix curated guest content with high-quality photography and video. This balance maintains your brand’s polish while showcasing genuine experiences.
In Summary
User-generated content is an expectation from travellers. The key is to guide, curate, and celebrate guest contributions without trying to control them entirely. By doing so, hotels can build stronger guest connections, reach new audiences, and project a brand that feels both professional and personable.
At Áro Digital Strategy, we help independent hotels create strategies that positively project their brand. If you’d like to explore more about how we can assist your hotel or resort, please get in touch - we’d love to help. Contact Us.