How Do Resorts Leverage User-Generated Content for Marketing?
Resorts leverage user-generated content (UGC) by turning guest photos, reviews, videos, and stories into authentic marketing assets—embedded across web, social, email, and on-property screens to build trust, showcase real experiences, and drive more bookings.
UGC is powerful because guests trust other guests more than polished brand assets. Leading resorts actively collect and curate guest content from social platforms, review sites, surveys, and on-property activations. They secure usage rights, tag content by theme and audience, and plug it into always-on campaigns that highlight real stays, real moments, and real satisfaction.
Where and How Resorts Use User-Generated Content
The UGC Marketing Playbook for Resorts
Resorts move from random reposts to a structured UGC engine with this approach.
Discover → Curate → Secure → Activate → Measure
- Discover guest content: Monitor branded hashtags, location tags, review platforms, surveys, and first-party feedback forms to find high-quality, on-brand guest content.
- Curate by theme & audience: Tag content by experience type (wellness, family, romance, adventure, F&B) and by traveler type so the right UGC can support specific campaigns and offers.
- Secure rights & permissions: Use clear workflows and tools to request usage rights, store consent, and respect privacy and legal requirements across markets.
- Activate across channels: Plug curated UGC into website sections, paid and organic social ads, email templates, loyalty campaigns, and on-property displays.
- Measure impact & optimize: Track engagement, click-through, booking conversion, and average booking value for campaigns that include UGC vs. those that do not.
UGC Marketing Maturity Matrix (Resorts)
| Dimension | Ad Hoc UGC | Integrated UGC | UGC Experience Engine |
|---|---|---|---|
| Content Discovery | Manual searching on social channels. | Hashtags, location tags, and review feeds monitored regularly. | Automated discovery and tagging with AI-based relevance scoring. |
| Rights & Compliance | Informal or unclear permissions. | Standardized outreach and consent templates. | Centralized rights management with global policy enforcement. |
| Channel Usage | Occasional reposts on social media. | UGC included on website, social, and email campaigns. | UGC woven into full-funnel journeys and on-property experience surfaces. |
| Personalization | Same UGC for all audiences. | UGC tailored to major traveler segments and experiences. | Dynamic UGC based on guest profile, behavior, and trip context. |
| Measurement | Engagement anecdotes only. | Click and conversion metrics tracked for UGC-rich campaigns. | Revenue and LTV attribution tied to UGC strategies and themes. |
| Business Impact | Nice-to-have social proof. | Higher trust and conversion in key journeys. | UGC becomes a core driver of brand preference, direct bookings, and loyalty. |
Frequently Asked Questions
Why is user-generated content so valuable for resorts?
UGC provides social proof and authenticity. Guests see real people enjoying real experiences, which builds trust and reduces uncertainty—especially for high-consideration stays and new guests.
How should resorts handle permissions for UGC?
Resorts should use clear, standardized outreach messages, obtain explicit permission when required, document consent, and follow local privacy and advertising regulations before using guest content in marketing materials.
How can resorts measure UGC’s impact on bookings?
By A/B testing UGC-enhanced experiences against non-UGC versions, tracking click-through, conversion, average booking value, and direct booking share across campaigns that feature guest content.
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