What is the first thing you do when you plan a vacation? Raise your hand if you said research! You go to your favorite search engine and look for what people are saying about the destination, about your choice of hotel, and your mode of transport. Where are they eating, what are they doing, what...
What is the first thing you do when you plan a vacation? Raise your hand if you said research!
You go to your favorite search engine and look for what people are saying about the destination, about your choice of hotel, and your mode of transport. Where are they eating, what are they doing, what are they not doing, and so on and so forth.
What do you think you are looking at? Its User Generated Content (UGC). People do not choose a single restaurant without knowing that others like them have loved eating them. Going for a whole vacation without recommendations seems impossible.
If you are a brand in the travel space and you are not collecting and leveraging UGC, you should start from yesterday.
Authenticity, social proof, and community are three main pillars of travel UGC. People trust real adventures shared by fellow explorers far more than polished marketing language. When travelers see others having memorable moments, it reassures them they can have the same or even better experiences.
From Wanderlust to Word-of-Mouth
The question is why do brands in the travel space need to leverage UGC?
The year after Covid when tourism came back was also the year since when tourism went too far. Work from home, hybrid office days, Instagram reels on how to extend your trip, Youtube videos on low cost travel, are just a few reasons and ways that people have been taking more and longer trips.
The travel industry in 2025 is expecting a 24% rise in the trips people will take. In a report by Skift, experts called 2025 ‘the year of long getaways’.
Skift Research’s latest report Global Travel Outlook highlights that travelers intend to spend 9% more this year on their vacation.
When they do, they will talk about it on social media. In a crowded travel market where you can lose a customer to a competitor within minutes, it is necessary to keep their attention.
One way to do this is providing the ultimate customer experience. Ratings, reviews, influencer tips, user recommendations, etc. encompass all the information that travelers are looking for.
People are eager to know and share every aspect of their trip—whether it’s mouthwatering food pics, breathtaking scenery, or engaging video diaries. This is where travel UGC comes into play.
Airbnb: A Masterclass in Travel UGC
The brand has long recognized the power of real traveler stories. Instead of relying solely on polished ads, they’ve built much of their marketing around the experiences guests actually have in Airbnb homes. This user-generated content (UGC) approach fuels a steady stream of authentic, relatable narratives that resonate deeply with potential customers.
Social Media Highlights
Airbnb actively encourages guests to share trip photos on platforms like Instagram or TikTok, often using the hashtag #Airbnb.
They then feature standout shots on their official channels, celebrating everything from cozy mountain cabins to quirky city lofts.
This not only provides genuine inspiration for future travelers but also rewards guests with a moment in the spotlight.
Storytelling Through Reviews
Beyond photos, Airbnb reviews often detail memorable trips or highlight hidden gems around the host’s neighborhood.
Airbnb amplifies these stories, weaving them into email campaigns or social posts. This real-life context shows that each stay can be a unique, personal adventure.
Airbnb transforms everyday travelers into brand ambassadors, leveraging UGC to humanize their platform and inspire wanderlust around the world. By spotlighting real experiences, they build credibility, engage their community, and continue driving impressive business growth.
Below are 6 ways to collect travel UGC and stand out among competitors.
Way #1: Branded Hashtags and Social Media Campaigns
One of the simplest ways to spark travel UGC is by creating a custom hashtag tied to your brand. Invite followers to use it whenever they post travel snaps. This not only organizes all those traveler stories in one place, but also encourages more people to jump in and share.
Best Practices:
- Keep it memorable: A short, catchy hashtag (e.g., #WanderWithUs) is easier to remember.
- Offer prompts: Ask for a specific shot—like “your fave sunrise” or “the best local dish”—to inspire creativity.
- Run mini-contests: Sweeten the deal with small rewards or a feature on your page.
- Clear CTA: Let travelers know exactly how to participate: “Tag #YourBrand for a chance to be featured!”
Way #2: Photo/Video Contests
Photo and video contests are a fun, high-impact way to gather travel UGC. Whether it’s a “Summer Escapes” theme or a winter adventure challenge, contestants love the thrill of competition and the chance to showcase their best shots.
How to Set It Up?
Pick a Theme: Seasonal topics (e.g., “Snowy Getaways”) or specific categories (e.g., “Best Beach Sunset”).
Clear Rules & Criteria: Let participants know you’re judging based on creativity, scenic beauty, or storytelling.
Small Prizes or Shout-Outs: It doesn’t have to be big—gift cards, merchandise, or simply a feature on your social channels can spark plenty of enthusiasm.
Streamlined Submission Process: Make it easy to submit content. The simpler it is, the more entries you’ll receive.
Way #3: Review and Feedback Platforms
Travelers often lean on peer reviews when deciding where to stay or what adventures to book. By actively encouraging users to leave feedback on major review platforms, like Verified Reviews, TripAdvisor or Google Reviews, you not only build credibility but also create a library of genuine testimonials.
After a trip or experience, send a friendly nudge asking for a review. Make sure the process is quick and user-friendly.
Highlight your favorite reviews on your website or social media. This provides social proof and acknowledges your happy travelers.
Weave real quotes from customers into ads, email newsletters, or brochures. Authentic feedback resonates strongly with potential customers, reassuring them that your offerings live up to the hype.
Way #4: Email & Newsletter Outreach
Your email list is filled with people who already care about your brand—so why not tap into their passion? UGC in emails increases click-through-rate (CTR) by 78%. Launch a dedicated email campaign showcasing travel UGC and invite subscribers to send in their travel snaps or short write-ups about favorite trips.
Pro Tips:
Sweeten the deal with a small incentive, like a discount or loyalty points, for high-quality submissions.
Provide a direct link or clear instructions on where to upload content. The simpler it is, the higher your response rate.
Way #5: Influencer Marketing Solutions
Teaming up with AI powered solutions such as Skeepers for tapping into nano or micro-influencers who share your brand’s travel vibe can elevate your UGC. These influencers have a niche audience and their followers already trust them. Your collaboration with them shows authenticity.
How Does It Work?
Look for influencers whose style matches your brand—someone who can authentically highlight the experiences you offer.
Give them the reins for a day, letting them share live stories, posts, or behind-the-scenes glimpses of their travel adventures.
Ask followers to submit questions in advance. Influencers can answer them during the takeover, keeping everyone glued to the content.
Conclusion
Whether you’re rallying travelers with branded hashtags, fueling friendly competition with photo contests, or collecting glowing reviews, each tactic offers authentic stories, social proof, and a boost in engagement. Don’t hesitate to try a mix of strategies and see what resonates best with your audience. Ready to get started on your own travel UGC campaign?
