5 Ways User-Generated Content Works for Hotels
Since mobile has surpassed desktop as the preferred way to surf the web, you can bet that those looking to book a hotel for business or pleasure are doing so on their couch, taking their time deciding on which hotel deserves their consideration. With the popularity of social media, it presents opportunities for hotels to take advantage of everything people are posting. One of the most golden kinds of content is the user-generated kind. According to TripAdvisor’s 2015 TripBarometer report, 88% of those polls said online reviews were “very important” factor in deciding which hotel to stay at. Content marketing agency, The Contentinators™, explains how you can harness the power of user-generated content for your hotel.
Promote Your Social Media Channels: In almost all cases, user-generated content is found on social, so it goes without saying that you want people talking in your social channels so you can take advantage of it. Be sure you promote your social channels on your website through email blasts and any traditional marketing, like business cards and signs on your hotel’s property.
Use Hashtags: Your hotel needs to come up with its own unique hashtag, and add it to all social media posts so that users can add that hashtag to their own posts. A potential hotel guest can them look at all the photos users have posted for an even more in-depth look as to what your hotel offers. This is also a way for you to view all the photos and talk surrounding your hotel, and it also allows your hotel to engage with those users online.
Contests: Having contests online is a wonderful way to build excitement and engagement of your hotel. Have guests post pictures of themselves at your hotel for a free night’s stay, adding in the official rules that any photo submitted to the contest implies their consent for your hotel to use it for marketing purposes. And viola: a stockpile of user-generated content to use.
Reviews: As the stat above mentions, a review of a hotel plays an important role in why a guest may choose one hotel over another, and reviews are definitely another form of user-generated content.
Reviews can be found all over the Internet, such as TripAdvisor, Yelp, and even Facebook. Encourage your hotel guests to leave a review, keeping in mind that negative reviews will always happen. With these customer service complaints being made on such a large stage, guests can witness how a hotel management team handles those issues. That is why it’s important for your hotel to be transparent. Take, for instance, the General Manager at The Ritz-Carlton Orlando, Grande Lakes, Jon McGavin, and his response to a negative review:
Mr. McGavin responded quickly to the guest’s complaint, thanking them for their feedback. A potentially negative review can turn into a positive one by showing your hotel is transparent, helping potential guests learn the most about your hotel.
Monitor Social Media Mentions: When your guests mention your hotel on social media and are using hashtags, you can monitor mentions, likes, tweets, and photos through a social listening tool, like Hootsuite. If the official hotel hashtag isn’t used, you can still monitor every mention to capture all user-generated content surrounding your hotel.
People are talking about your hotel online. And if a hotel is not taking full advantage of user-generated content, a huge opportunity is being missed. User-generated content helps hotels to build trust, transparency, and loyalty to your hotel. If you feel your hotel needs help using user-generated content to its full advantage, give our content marketing agency a call at 866-471-4748, or contact us online.