User-Generated Content applied to the hospitality sector

What is user-generated content and how does it impact brand perception

User-Generated Content (UGC), spontaneous posts created by customers, reviews, photos, videos, testimonials, social media posts, etc., are based on real consumer experiences, not the brand itself.

For a small business or self-employed person in hospitality, UGC strengthens credibility and authenticity as it reflects real experiences, generating trust that traditional advertising cannot achieve. Studies show that in up to 90% of cases, UGC directly influences purchasing decisions, in addition to generating greater interaction, loyalty, and community; and contributes to improving visibility and SEO positioning cost-effectively.

Tips for encouraging content publication

1. Hashtag campaigns or thematic challenges

Propose a hashtag, for example, #DineAndEnjoy, and invite customers to share photos of the restaurant's dishes. This facilitates tracking and creates dynamism.

2. Gastronomic contests and giveaways

Organise challenges, for example, "the best photograph of our dishes", with the incentive of an attractive prize to increase participation, interaction, and social visibility.

3. Request reviews on Google, TripAdvisor, or social networks

As we know, opinions influence bookings and visits in hospitality; therefore, it is necessary to encourage customers to share their experience whenever possible.

4. Public recognition

Repost content from customers who tag or mention the business account to make them feel valued and appreciated, generating loyalty.

5. Maintain the relationship after the visit

Send loyal or exclusive customers a message after their visit to thank them, which is undoubtedly an innovative way to encourage UGC.

6. Use of TikTok or Instagram reels

Publish spontaneous and natural videos of the atmosphere, the food, or the experience. On TikTok, UGC can achieve high levels of interaction and virality.

How to integrate this content into your digital strategy

• Website and social networks

Insert reviews on your website, show real photos, and create UGC galleries to boost credibility.

• SEO and visibility

Fresh and varied UGC helps improve your location's organic positioning.

• Digital advertising

Use real photos and videos as social proof in your adverts, which favours conversion.

• Loyalty and community

Sharing UGC creates an emotional bond and reinforces the sense of community among your regular customers.

• Service improvement

Analyse UGC (reviews and comments) to identify areas for improvement in service, atmosphere, or most valued dishes.

• Omnichannel marketing

Integrate UGC into your newsletter, social profiles, website, and even in the establishment's signage.

Furthermore, the professionalisation of UGC in Spain is on the rise. More and more brands are collaborating with agencies or platforms like Fiverr, TikTok Shop, Influencity, or UGC Hub to manage, produce, and distribute this content efficiently and scalably.

UGC is a powerful tool that humanises brands, builds trust, fosters the relationship between the hospitality business and its audiences, and attracts new customers, all with minimal investment.

We add final tips to make the most of it:

• Define clear objectives such as visibility, conversions, or reputation.
• Encourage UGC with hashtags, prizes, or innovative actions.
• Integrate this content across all digital channels and analyse comments for improvement.
• Consider hiring platforms or agencies if establishing a robust UGC strategy is deemed a significant step for the business.

With these keys, hospitality businesses can undoubtedly grow more authentically and efficiently, better connecting with their audience and standing out in a highly competitive sector.