Luxury Hotels Are Missing an Opportunity With User-Generated Content
Photo Credit: Hyatt features customers' Instagram photos on a content hub that helps guests discover different properties and destinations. Hyatt Hotels & Resorts
Skift Take
User-generated content is low on cost, and high on returns on engagement, but it's not always being utilized by hotel brands to its greatest advantage says a new report from consultancy firm L2. But is having a lot of UGC necessarily a good thing, or are there better ways for hotels to use them to their advantage?
User-generated content (UGC) in all of its various forms, from Instagram photos and Tweets to Facebook posts and Snapchat Stories, can be invaluable marketing tools for travel brands, especially hotels.
Luxury hotel brands that feature UGC in their Instagram posts see six times more interactions per post than brands that do not, for example, according to a new report from L2, a New York-based consultancy firm. Those that source more than half of their posts from UGC also generate 2.6 times higher engagement than brands that do not.
The CEOs of Marriott, Expedia, Club Med, and More Are Speaking at Skift Global Forum 2016. Join Us.
And although L2 points out that UGC integration on luxury hotels' home pages in 2016 has tripled to 14 percent and integration on property pages has more than doubled to 40 percent, compared to last year, the firm says brands could be doing much more with UGC than they are currently.
To compile its report, L2 looked at the UGC strategies of 50 or s
