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It’s no secret that visuals inspire travel.

Consumers begin dreaming about and planning trips as a result of content that captures an experience they would also like to have. And with the rise of user-generated content (UGC), travelers have come to expect a certain level of authenticity from brands. It’s not enough to sell a good photo – brands need to sell a real experience.

According to Forrester Consulting, consumers are influenced by user-generated content more than any other type of promotion. And while most marketers conceptually understand why and how prospective travelers might be inspired by UGC, measuring the impact of a program built around brand-referencing content has traditionally been challenging. Without the ability to calculate its impact, many organizations have been hesitant to rely on this type of marketing.

Rivet, an Austin-based consumer engagement platform, has created a article called “Travel Marketing’s Must-Have Tool: User-Generated Content” to showcase why UGC is a necessary marketing program for travel brands, including insight to business needs, engagement, and implementation. You can download the article here for free:
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This content was created collaboratively with our sponsor Rivet.