As a tour operator or travel company, you know that nothing sells a trip better than seeing a real traveler having a fantastic experience. This is why UGC (user-generated content) is essential for modern travel marketing.
This content includes any review, photo, video, or story created by your actual customers about the tour or rental. Unlike professional ads, UGC is inherently authentic, helping you build immediate trust and credibility with your target audience.
In this guide, we will cover the winning strategy for driving more bookings through social proof and give you actionable tips to build brand authenticity that turns happy customers into powerful brand advocates.
How to Curate UGC That Actually Drives Bookings
Not all user-generated content is equal. A blurry photo won't inspire new travelers to book. Tour operators need a focused content strategy to find and leverage the content that provides real value.
Identify High-Quality Content
High-impact UGC is a genuine trust signal for your brand. The best examples are highly visual, authentic, and often story-driven.
- Emotional Relevance: Photos and videos should capture a genuine emotional moment. This helps increase customer engagement immediately.
- Clear Visuals: Content must be high-resolution and clearly showcase the destination or experience (e.g., a stunning view of the destination or high-quality rental equipment).
- Context and Story: The best UGC includes a caption that explains the context. This gives the potential customer a highly relatable idea of what the trip is like.
To quickly evaluate, ask yourself: Does this photo or video make me want to book this experience right now? If yes, you've found high-quality content.
Encourage Traveler Contributions
Encourage travelers to share experiences. You need to make it easy and rewarding for your customers to create content.
- Photo-Friendly Moments: Design your tour to include highly visual spots. For instance, include a "photo spot" on your kayaking tour or give your guests a specific moment for a group photo.
- In-Tour Prompts: Your guides can casually prompt guests: "Make sure you tag us when you post that stunning view!"
- Branded Hashtags: Create and promote a short, memorable hashtag for your brand. Put this hashtag on signage, ticket confirmations, and post-tour emails.
- Small Incentives: Offer a small, authentic incentive. A simple "shout-out" or re-share of a great post works well. You can also offer a small discount on a future booking for the best weekly UGC post.
Organize UGC Into a Library You Will Actually Use
Make your content easily accessible. Organize photos and videos in a scalable, centralized platform.
- Tagging and Sorting: Use a simple cloud storage tool (like Google Drive) or a dedicated platform to collect and organize UGC. Tag or file the content by specific attributes: destination, activity season, and group size.
- Searchable Library: A well-organized library allows you to quickly pull a photo when you need it for a social media post or an ad swap.
- Permission: As you collect UGC, note whether you have the user's permission to feature their content for advertising purposes.
Integrate UGC into Your Marketing Strategy
Your top-performing content should be front and center across all channels. UGC can be repurposed across multiple platforms to maximize its impact.
- Website: Clearly showcase customer reviews and photos. Add compelling testimonials and authentic photo post grids to your product pages to increase conversion.
- Email Newsletter: Feature weekly ugc in your newsletter to provide inspiration for the next trip. This acts as a powerful trust signal.
- Advertising: Use UGC in retargeting campaigns to remind potential customers of the joy they are missing out on. This boosts your overall engagement and reach.
Best Practices As a Tour Operator for Using UGC in Advertising
The internet is full of overly-produced images. Use UGC in your ad campaigns to establish authenticity and credibility. This can significantly boost organic reach and conversions.
Incorporate UGC into Facebook Ads to Boost Engagement
Using UGC in Facebook Ads is highly effective for social media promotion, as UGC ads drive a 4x higher click-through rate than traditional ads. Plus, Facebook's detailed targeting helps optimize travel content campaigns by finding the most interested customers.
The carousel format is perfect for displaying UGC. You can showcase multiple customer stories across a single ad, maximizing visual impact. Include video formats as well. Statistics show video generates six times more engagement than static image ads.
UGC in Instagram Ads for High Visual Impact
Instagram is a highly visual platform perfect for UGC. Operators should prioritize real UGC over generic, staged images. Authentic user photos look like a friend’s recommendation and instantly build trust.
For maximum conversion, focus on Reels and Instagram Story Ads. These formats are immersive and dynamic. Instagram Story Ads can achieve a 78% higher click rate than Feed Ads.
Make sure to incorporate and promote branded hashtags to strengthen community engagement and increase your brand's visibility.
Why UGC is Crucial for Increasing Bookings for Tour Operators
UGC is a critical factor in influencing consumer decisions in the tourism and travel industry. It creates a strong emotional connection and allows potential customers to envision themselves having the exact same experience.
UGC supports digital word-of-mouth marketing, the most powerful tool. When a peer or traveler shares a successful experience, it reduces customer skepticism and perceived risk of booking.
Studies show that consumers trust UGC nearly 9.8 times more than influencer content. This trust directly translates into higher conversion rates.
Types of UGC That Drive Engagement
Here are different forms of UGC and how to leverage each one of them:
- Customer Reviews & Ratings: These are the most common and foundational form of UGC. They are essential for your site and third-party booking site listings (like Expedia). A strong rating is an instant trust signal.
- Photos & Videos: Photos and videos are the most engaging assets. Use formats like Reels and Stories, which are highly interactive and shareable, to maximize organic reach and boost tour visibility due to platform algorithms.
- Testimonials & Case Studies: Testimonials showcase real customer stories. They are long-form reviews that detail the customer's journey. They can be repurposed on your landing pages or as part of a longer marketing campaign.
How to Encourage UGC from Your Customers
You should make the process of creating and sharing content as seamless as possible:
- Follow-Up Emails: Send an email immediately after the tour, requesting a review and including direct links to your social media profiles. Include your branded hashtag and an explicit call to action to share.
- Creative Incentives: Offer a prize (a free add-on for a friend, a promotion code) for the "best photo of the week." This makes UGC creation fun and competitive.
- In-Person CTAs: Use QR codes on your tour check-in forms or equipment to link directly to your review page or social media profile. Connect with the customer when the excitement is highest.
Case Studies: Tour Operators Who Have Successfully Used UGC
These real tour operators and tourism companies have used authentic customer content to achieve massive results.
Example 1: Colorado Tourism Office
The Colorado Tourism Office encouraged travelers to share their best mountain moments using the hashtag #ColoradoLive. They actively collected rights to the best photos and videos to use across all of their marketing channels.
By consistently leveraging this massive UGC library, the state saw record-breaking tourism numbers, resulting in an economic impact of $19.1 billion. This demonstrates how user-generated content directly drives conversion at a massive scale.
Example 2: Blue Mountain Resort
Ontario’s Blue Mountain Resort proved UGC works for any size operator. They used customer photos not only on their website for authenticity but also on digital displays throughout the physical resort.
Showcasing guest photos and videos in the ski village and ticket lines inspired more people to share their own content immediately. This unique strategy created a powerful feedback loop that increased engagement and social proof in real-time.
Key Takeaways
- UGC builds brand authenticity and trust by leveraging real customer voices, the most influential form of social proof for travelers.
- Leverage UGC-powered ads, which drive a 4x higher click-through rate, and high-impact video formats for maximum conversion.
- Actively encourage travelers to share experiences by making the process simple and asking for content when they are most excited about the tour.
Frequently Asked Questions
Can UGC be used in paid ads?
Yes, absolutely. UGC can be used in paid ads on nearly all major platforms. It provides undeniable social proof, significantly building brand authenticity and trust, and improving your campaign performance. Always ensure the UGC meets the platform's creative quality standards and does not violate any content policies.
How do I get permission to use customer photos or videos in ads?
You must obtain explicit customer consent before using their content in any paid promotion. Request permission through a simple, transparent direct message or email. Many tour operators offer a small incentive, such as a shout-out or a discount on a future booking.
Can UGC help with seasonal promotions or limited-time offers?
Yes. UGC is highly effective for seasonal promotion and limited-time offers. Featuring photos and videos relevant to the current season (e.g., summer or winter tours) inspires potential customers. This creates a sense of scarcity, encouraging travelers to book quickly.
Table of contents
As a tour operator or travel company, you know that nothing sells a trip better than seeing a real traveler having a fantastic experience. This is why UGC (user-generated content) is essential for modern travel marketing.
This content includes any review, photo, video, or story created by your actual customers about the tour or rental. Unlike professional ads, UGC is inherently authentic, helping you build immediate trust and credibility with your target audience.
In this guide, we will cover the winning strategy for driving more bookings through social proof and give you actionable tips to build brand authenticity that turns happy customers into powerful brand advocates.
How to Curate UGC That Actually Drives Bookings
Not all user-generated content is equal. A blurry photo won't inspire new travelers to book. Tour operators need a focused content strategy to find and leverage the content that provides real value.
Identify High-Quality Content
High-impact UGC is a genuine trust signal for your brand. The best examples are highly visual, authentic, and often story-driven.
- Emotional Relevance: Photos and videos should capture a genuine emotional moment. This helps increase customer engagement immediately.
- Clear Visuals: Content must be high-resolution and clearly showcase the destination or experience (e.g., a stunning view of the destination or high-quality rental equipment).
- Context and Story: The best UGC includes a caption that explains the context. This gives the potential customer a highly relatable idea of what the trip is like.
To quickly evaluate, ask yourself: Does this photo or video make me want to book this experience right now? If yes, you've found high-quality content.
Encourage Traveler Contributions
Encourage travelers to share experiences. You need to make it easy and rewarding for your customers to create content.
- Photo-Friendly Moments: Design your tour to include highly visual spots. For instance, include a "photo spot" on your kayaking tour or give your guests a specific moment for a group photo.
- In-Tour Prompts: Your guides can casually prompt guests: "Make sure you tag us when you post that stunning view!"
- Branded Hashtags: Create and promote a short, memorable hashtag for your brand. Put this hashtag on signage, ticket confirmations, and post-tour emails.
- Small Incentives: Offer a small, authentic incentive. A simple "shout-out" or re-share of a great post works well. You can also offer a small discount on a future booking for the best weekly UGC post.
Organize UGC Into a Library You Will Actually Use
Make your content easily accessible. Organize photos and videos in a scalable, centralized platform.
- Tagging and Sorting: Use a simple cloud storage tool (like Google Drive) or a dedicated platform to collect and organize UGC. Tag or file the content by specific attributes: destination, activity season, and group size.
- Searchable Library: A well-organized library allows you to quickly pull a photo when you need it for a social media post or an ad swap.
- Permission: As you collect UGC, note whether you have the user's permission to feature their content for advertising purposes.
Integrate UGC into Your Marketing Strategy
Your top-performing content should be front and center across all channels. UGC can be repurposed across multiple platforms to maximize its impact.
- Website: Clearly showcase customer reviews and photos. Add compelling testimonials and authentic photo post grids to your product pages to increase conversion.
- Email Newsletter: Feature weekly ugc in your newsletter to provide inspiration for the next trip. This acts as a powerful trust signal.
- Advertising: Use UGC in retargeting campaigns to remind potential customers of the joy they are missing out on. This boosts your overall engagement and reach.
Best Practices As a Tour Operator for Using UGC in Advertising
The internet is full of overly-produced images. Use UGC in your ad campaigns to establish authenticity and credibility. This can significantly boost organic reach and conversions.
Incorporate UGC into Facebook Ads to Boost Engagement
Using UGC in Facebook Ads is highly effective for social media promotion, as UGC ads drive a 4x higher click-through rate than traditional ads. Plus, Facebook's detailed targeting helps optimize travel content campaigns by finding the most interested customers.
The carousel format is perfect for displaying UGC. You can showcase multiple customer stories across a single ad, maximizing visual impact. Include video formats as well. Statistics show video generates six times more engagement than static image ads.
UGC in Instagram Ads for High Visual Impact
Instagram is a highly visual platform perfect for UGC. Operators should prioritize real UGC over generic, staged images. Authentic user photos look like a friend’s recommendation and instantly build trust.
For maximum conversion, focus on Reels and Instagram Story Ads. These formats are immersive and dynamic. Instagram Story Ads can achieve a 78% higher click rate than Feed Ads.
Make sure to incorporate and promote branded hashtags to strengthen community engagement and increase your brand's visibility.
Why UGC is Crucial for Increasing Bookings for Tour Operators
UGC is a critical factor in influencing consumer decisions in the tourism and travel industry. It creates a strong emotional connection and allows potential customers to envision themselves having the exact same experience.
UGC supports digital word-of-mouth marketing, the most powerful tool. When a peer or traveler shares a successful experience, it reduces customer skepticism and perceived risk of booking.
Studies show that consumers trust UGC nearly 9.8 times more than influencer content. This trust directly translates into higher conversion rates.
Types of UGC That Drive Engagement
Here are different forms of UGC and how to leverage each one of them:
- Customer Reviews & Ratings: These are the most common and foundational form of UGC. They are essential for your site and third-party booking site listings (like Expedia). A strong rating is an instant trust signal.
- Photos & Videos: Photos and videos are the most engaging assets. Use formats like Reels and Stories, which are highly interactive and shareable, to maximize organic reach and boost tour visibility due to platform algorithms.
- Testimonials & Case Studies: Testimonials showcase real customer stories. They are long-form reviews that detail the customer's journey. They can be repurposed on your landing pages or as part of a longer marketing campaign.
How to Encourage UGC from Your Customers
You should make the process of creating and sharing content as seamless as possible:
- Follow-Up Emails: Send an email immediately after the tour, requesting a review and including direct links to your social media profiles. Include your branded hashtag and an explicit call to action to share.
- Creative Incentives: Offer a prize (a free add-on for a friend, a promotion code) for the "best photo of the week." This makes UGC creation fun and competitive.
- In-Person CTAs: Use QR codes on your tour check-in forms or equipment to link directly to your review page or social media profile. Connect with the customer when the excitement is highest.
Case Studies: Tour Operators Who Have Successfully Used UGC
These real tour operators and tourism companies have used authentic customer content to achieve massive results.
Example 1: Colorado Tourism Office
The Colorado Tourism Office encouraged travelers to share their best mountain moments using the hashtag #ColoradoLive. They actively collected rights to the best photos and videos to use across all of their marketing channels.
By consistently leveraging this massive UGC library, the state saw record-breaking tourism numbers, resulting in an economic impact of $19.1 billion. This demonstrates how user-generated content directly drives conversion at a massive scale.
Example 2: Blue Mountain Resort
Ontario’s Blue Mountain Resort proved UGC works for any size operator. They used customer photos not only on their website for authenticity but also on digital displays throughout the physical resort.
Showcasing guest photos and videos in the ski village and ticket lines inspired more people to share their own content immediately. This unique strategy created a powerful feedback loop that increased engagement and social proof in real-time.
Key Takeaways
- UGC builds brand authenticity and trust by leveraging real customer voices, the most influential form of social proof for travelers.
- Leverage UGC-powered ads, which drive a 4x higher click-through rate, and high-impact video formats for maximum conversion.
- Actively encourage travelers to share experiences by making the process simple and asking for content when they are most excited about the tour.
Frequently Asked Questions
Can UGC be used in paid ads?
Yes, absolutely. UGC can be used in paid ads on nearly all major platforms. It provides undeniable social proof, significantly building brand authenticity and trust, and improving your campaign performance. Always ensure the UGC meets the platform's creative quality standards and does not violate any content policies.
How do I get permission to use customer photos or videos in ads?
You must obtain explicit customer consent before using their content in any paid promotion. Request permission through a simple, transparent direct message or email. Many tour operators offer a small incentive, such as a shout-out or a discount on a future booking.
Can UGC help with seasonal promotions or limited-time offers?
Yes. UGC is highly effective for seasonal promotion and limited-time offers. Featuring photos and videos relevant to the current season (e.g., summer or winter tours) inspires potential customers. This creates a sense of scarcity, encouraging travelers to book quickly.
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