Skift Trends Brief: The Power of Human Influence in Travel

User-generated content (UGC) has proven to be much more than a marketing buzzword or passing trend in the travel industry. As the Skift Humanity Returns to Travel Megatrend points out, real loyalty, the kind where you become a brand advocate, isn’t a data point but is an emotional connection or personal experience. Friend referrals and UGC are significantly more influential in vacation-booking decisions than traditional advertising. But UGC can still be hard for brands to get their heads around—how do you successfully get in on the action?

In this report:

• How social media is mixing up the communication paradigm
• Making the most of personalization with your brand
• Inspiring user-generated content with special experiences