How Hotels Can Boost Their Marketing Strategy with UGC Campaigns

In the digital age, user-generated content (UGC) has become a cornerstone of impactful marketing. By leveraging the authentic experiences of guests, hotels can create trust, build community, and amplify their reach. One of the most engaging ways to incorporate UGC into your marketing strategy is through UGC challenges—interactive campaigns that encourage guests to share content on social media using branded hashtags.

In this post, we’ll explore how UGC campaigns work, the benefits for hotels, and practical steps to host your own UGC challenges.

Why UGC Campaigns Matter for Hotels

User-generated content is any content created by guests, such as photos, videos, or reviews, that showcases their experiences at your property.

Benefits of UGC for Hotels:

1. Authenticity: UGC feels more genuine than branded content, making it more relatable and trustworthy to potential guests.

2. Cost-Effective Marketing: Your guests become your content creators, reducing the need for extensive in-house production.

3. Increased Engagement: Interactive campaigns encourage participation, building a sense of community around your brand.

4. Expanded Reach: Guests sharing content with their followers amplifies your visibility across social media.

How UGC Challenges Work

A UGC challenge is a specific type of campaign that invites guests to create and share content tied to a theme or activity. Hotels can design challenges around unique aspects of their property, local culture, or guest experiences.

Examples of UGC Challenges:

• #PlatedPerfection: Guests post photos of their beautifully plated meals from your hotel’s restaurant.

• #RoomWithAViewChallenge: Guests capture the best views from their rooms or the property.

• #WellnessRetreatMoments: Guests share content from your spa, fitness center, or wellness activities.

Steps to Launch a UGC Challenge for Your Hotel

1. Define Your Campaign Goals

Before launching your UGC challenge, decide what you want to achieve:

• Increase brand awareness?

• Boost social media engagement?

• Promote a specific feature, such as your restaurant or spa?

Example: A boutique hotel may want to showcase its unique decor by encouraging guests to share photos tagged with #BoutiqueInStyle.

2. Choose a Theme That Aligns with Your Brand

Select a theme that highlights your hotel’s best features and resonates with your target audience.

Popular Themes for Hotels:

• Dining Experiences: Encourage guests to showcase their meals or cocktails with a branded hashtag like #DineWith[YourHotelName].

• Scenic Views: Invite guests to share sunset or poolside photos with a theme like #GoldenHourGetaway.

• Cultural Experiences: Tie the challenge to local attractions or events with a hashtag like #Explore[Destination].

3. Create a Branded Hashtag

A branded hashtag is essential for tracking submissions and building campaign visibility. Ensure your hashtag is:

• Unique to your brand.

• Easy to spell and remember.

• Aligned with your campaign theme.

Example: A mountain resort could use #PeaksAndPlates for a challenge combining scenic views and dining experiences.

4. Incentivize Participation

Offer enticing rewards to motivate guests to join your challenge. Prizes don’t have to be extravagant; even small perks can encourage participation.

Reward Ideas:

• Complimentary spa treatments or meal vouchers.

• Discounts on future stays.

• Free upgrades or exclusive experiences for top contributors.

Example: “Post your best #PoolsideParadise photo for a chance to win a free night’s stay!”

5. Promote Your Challenge Across Channels

To maximize participation, promote your UGC challenge on multiple platforms:

• Social Media: Announce the challenge with eye-catching visuals and details on how to participate.

• Email Marketing: Notify past and future guests about the campaign with personalized emails.

• On-Property Signage: Display flyers or digital screens with details in common areas like the lobby or restaurant.

6. Engage With Participants

Show appreciation by engaging with guests who participate in your challenge.

• Like, comment on, and share their posts.

• Feature standout submissions on your hotel’s social media accounts or website.

Pro Tip: Tagging participants in your reposts not only credits them but also increases your campaign’s visibility.

7. Highlight the Best Content

Once the challenge concludes, curate the best submissions into a gallery for ongoing use.

• Use them in social media posts, email campaigns, or website banners.

• Share a roundup post showcasing the top entries and announcing winners.

Real-World Example: A Successful UGC Challenge

Marriott’s #TravelBrilliantly Campaign

Marriott invited guests to share photos and stories from their travels using #TravelBrilliantly. This UGC campaign not only celebrated their guests’ experiences but also showcased Marriott’s properties worldwide through authentic, user-created content.

Measuring Success

To evaluate the impact of your UGC challenge, track these metrics:

1. Hashtag Engagement: Monitor the number of posts and impressions tied to your branded hashtag.

2. Social Media Growth: Measure increases in followers, likes, and shares during the campaign.

3. User Conversions: Track bookings or purchases tied to challenge participants or viewers.

Why UGC Campaigns Work for Hotels

UGC campaigns aren’t just marketing tools—they’re community builders. They turn guests into storytellers and brand advocates, creating an emotional connection with your hotel that lasts long after their stay.

At Golden Hour Co., we’ve helped countless hotels craft UGC strategies that elevate their marketing efforts. From concept to execution, we specialize in creating campaigns that engage, inspire, and deliver results.

Ready to launch a UGC campaign for your hotel? Get in touch at danielle@goldenhourcodigital.com to learn how we can help your brand shine through the power of user-generated content.

Final Thought: A well-executed UGC challenge is a stepping stone to long-term brand loyalty and visibility. Embrace the creativity of your guests, and let their stories become a cornerstone of your marketing success.