June 23, 2025

The Power of UGC for Hotels: Authenticity That Drives Engagement

By encouraging guests to share their moments, you’re not just getting content—you’re building connections and amplifying authentic stories that resonate with future guests.

 

As the summer season is well upon us and hotels around Greece have reopened their doors, it’s the perfect time to reflect on how to maximize guest engagement and boost online visibility. One powerful, yet often underutilized, strategy is leveraging user-generated content (UGC).

Why User-Generated Content Matters

In today’s social media-driven world, UGC offers a unique advantage: authenticity.

Unlike polished marketing campaigns, UGC comes directly from guests themselves. It’s unfiltered, real, and trustworthy. When potential travelers see genuine posts from real guests, it feels more credible. This is especially important for hotels, as guests are more likely to trust content shared by fellow travelers than branded posts.

Moreover, UGC acts as social proof, showcasing real experiences that can inspire others to book. A snapshot of a sunset from the hotel terrace, a group photo by the pool, or a glowing review on Instagram can influence potential guests more than traditional advertising.

 

How to Encourage Guests to Share Their Experiences

1. Create Shareable Moments

Design areas within the hotel that are visually appealing and encourage photography. Think statement pieces, stunning views, and unique décor elements.

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 2. Incentivize Social Shares

Offer a small reward—like a complimentary drink or discount—when guests tag the hotel in their posts.

Refreshing,Cocktail,Near,Swimming,Pool,,Close,Up
3. Host Social Media Contests

Encourage guests to share their best vacation moments using a branded hashtag. Offer prizes like a weekend stay or spa access.

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4. Encourage Reviews

A simple reminder at checkout or on the hotel’s Wi-Fi login page can prompt guests to leave a review or share their experience online.

Man,Reading,Electronic,Mail,,email,Marketing,And,Newsletter,Concept,digital,Communication
5. Leverage Branded Hashtags

Make it easy for guests to tag the hotel by creating a catchy, unique hashtag and displaying it prominently around the property.

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Showcasing UGC: A Win-Win

Hotels that actively feature UGC on their own social media platforms build a sense of community. Guests feel valued when their content is shared by the hotel, and potential travelers are drawn to the genuine vibe. This also humanizes the brand, making it more approachable and relatable.

Embracing user-generated content can elevate your hotel’s online presence. By encouraging guests to share their moments, you’re not just getting content—you’re building connections and amplifying authentic stories that resonate with future guests. So, as you prepare to welcome travelers once again, let your guests become your most powerful advocates.