{"id":70246,"date":"2015-06-11T11:28:32","date_gmt":"2015-06-11T11:28:32","guid":{"rendered":"https:\/\/www.strattoncraig.com\/insight\/how-to-take-advantage-of-user-generated-content-for-travel-marketing\/"},"modified":"2015-06-11T11:28:32","modified_gmt":"2015-06-11T11:28:32","slug":"how-to-take-advantage-of-user-generated-content-for-travel-marketing","status":"publish","type":"post","link":"https:\/\/www.strattoncraig.com\/us\/insight\/how-to-take-advantage-of-user-generated-content-for-travel-marketing\/","title":{"rendered":"How to take advantage of user-generated content (UGC) for travel marketing"},"content":{"rendered":"

A new holiday era has been sweeping the globe. The dark days of holiday brochures and guidebooks are long gone, with the physical travel agent almost deemed redundant. This is the age of the \u2018always-connected-traveller\u2019. A time where consumers have the power. And out of this is emerging a fresh type of content marketing.
\nSharing is caring<\/strong>
\nTwitter, Facebook, YouTube, Instagram, Whatsapp and many other platforms are bursting with holiday photos, videos and updates. Social media feeds are constantly being updated with resort recommendations, adventure videos, sightseeing selfies and ten second holiday snapchats. And the stats show that people nowadays are almost as likely to post photos during their holiday (72% of travellers) as they are when they return (76%).
\nIt\u2019s the youngsters who are leading the charge, with an incredible 97% of the \u2018Millennial Generation\u2019 posting on social networks while they travel. This kind of feedback can be invaluable, with most people being more willing to accept the word of a friend or fellow traveller rather than advertising.
\nStoke the content fire<\/strong>
\nUser-generated content (UGC) creates a fantastic opportunity for companies to cash in on this plethora of content. If travel brands are agile enough, UGC could allow them to grow their market share through very little effort and cost.
\nSimple hashtag competitions can be all it takes to encourage holiday makers to share their positive experiences. One particularly good example is the #holidayspam campaign from 3G<\/a>, which has been especially productive following the TV adverts.
\nCollate the content<\/strong>
\nCreating a social hub for the UGC means it is easy for visitors to your website or social media pages to find the feedback. From here you can easily shift them to the purchase process. Etihad Airways<\/a> recently ran a fantastic campaign through its Facebook page, with #FanPhoto showcasing customer experiences of what it was like to fly with them.
\nRetweet, retweet!<\/strong>
\nIt all boils down to boosting engagement levels. If you can take advantage of the shift in power to the consumer you\u2019ll give yourself an advantage when it comes to increasing socially-referred commerce. So, retweet holiday snaps from your target audience, comment on their posts, and show that you\u2019re genuinely interested in their holiday and chosen destination. They\u2019ll love you for it.
\nHave you seen a good example of user-generated content being used by a travel company? Share it with us on Twitter @strattoncraig or in the comment box below. <\/p>\n","protected":false},"excerpt":{"rendered":"

A new holiday era has been sweeping the globe. The dark days of holiday brochures and guidebooks are long gone, with the physical travel agent almost deemed redundant. This is the age of the \u2018always-connected-traveller\u2019. A time where consumers have the power. And out of this is emerging a fresh type of content marketing. Sharing […]<\/p>\n","protected":false},"author":4,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[305,314,448,312,427],"tags":[],"class_list":["post-70246","post","type-post","status-publish","format-standard","hentry","category-content-strategy-us","category-copywriting-us","category-digital-copywriting-us","category-social-media-copywriting-us","category-travel-and-leisure-writing-us"],"acf":[],"yoast_head":"\nHow to take advantage of user-generated content (UGC) for travel marketing - Stratton Craig - Global Copywriting & Content Marketing Agency<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.strattoncraig.com\/us\/insight\/how-to-take-advantage-of-user-generated-content-for-travel-marketing\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How to take advantage of user-generated content (UGC) for travel marketing - Stratton Craig - Global Copywriting & Content Marketing Agency\" \/>\n<meta property=\"og:description\" content=\"A new holiday era has been sweeping the globe. 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