There is great content being published every day by travelers, and it has an influence over consumers. These organic social posts, tweets, photos, videos, and reviews are user-generated content (UGC), and they’re helping travel, tourism and hospitality brands authentically connect with travelers. While there are numerous ways travel and tourism brands to strategically leverage UGC throughout their marketing efforts, here are 5 ways to truly maximize UGC this year.

1. 5 Ways Travel Brands Can
Maximize the Power
of UGC in 2017

2. User-Generated Content (UGC)
is any content–posts, tweets, images,
videos, etc.–freely created by
consumers on an online or social
network

3. How Can We Maximize UGC?
1
2
3
Drive Engagement Through Competitions
Go Beyond Your Website
Use Insights to Influence Content Decisions
4
5
Surprise and Delight Your Audience
Think Outside the Hashtag

4. Sharing Voting Incentivizing
• Reward fans for the content YOU want
• Submit and share via your owned networks
• Have a clear call-to-action
Drive Engagement Through Competitions

5. Go Beyond Your Website
Live
Experiences
Email
Marketing
Facebook
Ads
• Display content at visitor centers,
festivals, events
• Integrate dynamic content into your email
and ad campaigns

6. Use Insights to Drive Conversions
• Google Analytics tracking
• Insights Dashboard
• See top influencers and engagement
• Discover what networks generate the
best content

7. Surprise and Delight
• Collect data through GoConnect and
Rights Management
• Create Advocates
• Showcase the best content in your
outreach
• Thank fans for creating content
• Make it personal!

8. Think Outside The Hashtag
• Find content via Geolocation
• Deep linking – Link to local business
sites
• Direct upload – Go outside of social
Cast the net wide to find the best
in your community

9. Questions?