Why User-Generated Content is a Must in Resort Marketing

Tourism marketing is broad. There are so many different approaches to what you can do with your marketing strategy as a resort, but today we’ll talk to you about user-generated content and why it’s an absolute must for you.

Find out more below.

What is User-Generated Content?

As it sounds, user-generated content is content that a user, customer, or influencer makes for you that you then use for promotion. In the influencer generation, user-generated content is a must. People are used to seeing content from the perspective of actual customers, and it really helps to promote your brand.

User-generated content can include anything from a few tagged pictures to in-depth TikTok reviews where the user speaks to the camera about their experiences at your resort. When it comes to finding user-generated content, some influencers might reach out to you, but you can also reach out to them. Remember that as part of your marketing strategy, working with influencers means paying them!

How Does User Generated Content Improve Resort Marketing?

So, how does user-generated content actually help your resort marketing? We’ve explored a few ways below.

Trust Through Authenticity

One of the key things that user-generated content does for your resort marketing strategy is bring authenticity. People want to see the real version of your resort, not the cleaned-up picture version. So, by using content that users have created you can build authenticity into your marketing.

Obviously, people will be aware that influencers are being paid to make this content in some cases, but this doesn’t mean that you can’t make sure it’s authentic. In addition, you can also create incentives for actual guests to create authentic content for use in marketing. You could offer discounts or vouchers to those using your hashtag to upload content. 

Using a hashtag is an easy way to keep all your content in one place, and you can link to it too so that people searching your resort will find this user-generated content online and see what it is really like to stay with you.

Credibility and Proof

Credibility is key in marketing. People want to trust you, especially if they’re coming to you for rest and relaxation! User-generated content is first and foremost proof that you exist and offer all the things that you say you do. Without this proof, potential visitors might be put off.

On top of this, user-generated content will get into the details. Can you really watch the sunset on the beach? Are the cocktails really served in actual coconuts? User-generated content will answer these questions for potential visitors.

Diverse Perspectives

User-generated content can come from a wide range of people. If you’re using influencers, then we implore you to choose from a diverse group. If you’re using the hashtag idea we mentioned above, diversity should be built in.

In general, or unless you’re running a highly exclusive resort, you will get a range of people from different walks of life coming through your doors, and you want to show that your resort is right for them.

User-generated content that includes perspectives from everyone from the single girl in her 20s to the family of four to the woman and her friends celebrating a 50th birthday show solid proof that your resort is the place to be, no matter who you are.

If you want to make sure everyone feels safe coming to your resort, get going on your user-generated content strategy.

Fostering Loyalty

User-generated content can help to build trust as well as connect viewers to your resort. If you’re constantly putting out content that shows visitors enjoying their holidays at your resort, other viewers might feel nostalgic for their holiday with you too.

Inspiring memories of the fun people had at your resort can improve return rates and ensure you have loyal customers who return to your resort again and again. They’re also likely to tell their friends about you and word-of-mouth is a truly fantastic way to get your brand out there!

Improving and Encouraging Booking Decisions

Overall, the role of marketing your resort is to improve booking and encourage more people to spend money with you. User-generated content helps to improve loyalty, build trust, and encourage a deep connection with your resort. All of these things can help you to improve your booking rates.

And if you do decide to work with an influencer, you can even offer promo codes and more to ensure people want to book.

Working with an influencer also has the benefit of reporting. This means you can track the analytics of the posts influencers make and see if they’re improving your sales. (You can do this with user-generated content you post too!)

User Generated Content Ideas

There are tonnes of content ideas out there for resort marketing, but these are some of our favourites.

• Hashtag campaigns: We mentioned this one earlier and we love how it keeps all the content neatly in one place. It’s accessible to everyone and it encourages people to post about you.
• Photo contests: This kind of competition could include the best beach selfie or a picture with a view. Whatever you choose, you can incentivise people to join in by offering discounts or gifts to the winner.
• Special moments: If you’re a resort that hosts lots of weddings or parties, you could even create specific hashtags for those or encourage guests to share their content with your branded hashtag. You might even get their permission to create content at their occasion for your socials.
• Local exploration and experience-based content: Encouraging people to film or photograph their experiences around the resort and in the local area is a great way to show off the stunning place your resort is, and to make people want to visit more.

Remember that user-generated content should be combined with other strategies, like blogging and your travel website!

Final Thoughts

User-generated content is a must in many industries now, but for resorts is a fantastic way to show the real experience of what it’s like to stay with you. It encourages trust and loyalty and enhances your brand authenticity.

At Rokir, we offer a tailored approach to marketing. We’re a full-service digital company, so we can offer a range of services to our clients that suit their needs and their budgets. Whether you’re in tourism and hospitality or another industry, we’ve got the experience to help. Reach out to us today to find out more about what we can offer.