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HOTEL BUSINESS REVIEW

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Harnessing User-Generated Content: a PR Goldmine for Hotels

By Kaleb McAfee Senior Integrated Social Media Manager, Crowe PR | July 2025

In the dynamic world of hospitality marketing, where authenticity and trust are paramount, user-generated content (UGC) has emerged as a powerful tool in building brand loyalty and consumer commitment. UGC is content created by guests rather than the hotel itself, and it provides an invaluable form of social proof. It establishes credibility, drives engagement and ultimately influences bookings.

It’s crucial now more than ever for hotels to incorporate UGC into their marketing strategies, and as social media platforms like Instagram, TikTok and Facebook evolve, the property’s strategy should evolve with it. Adapting your marketing initiatives to focus on UGC allows your brand to harness the remarkable power of your community and explore the impact of building relationships with the trusted voices who are guiding the conversation online.

The Role of UGC in Enhancing Hotel Credibility and Trust

One of the most compelling reasons hotels embrace UGC is its ability to enhance credibility and foster trust with potential guests. In an era where travelers are inundated with marketing messages, hotel websites and ads often struggle to stand out. A hotel may claim to offer a luxurious stay, but it’s the real-life experiences shared by other guests that resonate more. Social media platforms like Instagram and TikTok have become vital tools for travelers looking for firsthand reviews and experiences before they book.

UGC offers a more authentic, unfiltered view of what it’s like to stay at a hotel. TikTok has become the new Google, and people are increasingly turning to social platforms to guide their consumer decisions. This “real-world” portrayal has an immense impact on building trust with potential customers. For instance, if guests see videos and photos of other travelers enjoying their time at a hotel, they are more likely to feel confident that their own stay will meet or exceed expectations. This form of social proof can influence a traveler’s decision-making process, especially when the content reflects individuals who share similar preferences, lifestyles or values.

Furthermore, UGC provides a way for hotels to engage with their target audience on a more personal level. Unlike polished, corporate advertisements, UGC is much more casual and relatable, resulting in internet users engaging with UGC twice as often as they do with traditional branded content. A guest sharing a photo from the pool or a video showing a romantic evening at the hotel offers a glimpse into their own unique experience, which feels more genuine and engaging than a professionally crafted promotional post.

Beyond simply reposting, hotels can deepen relationships by actively engaging with UGC—responding to posts with personalized comments, resharing content in stories with a thank you note or even featuring standout creators in highlight reels or guest spotlight campaigns. These interactions show appreciation, build community and encourage more guests to share their experiences organically.

Best Practices for Incorporating UGC in Hotel Marketing

To effectively leverage UGC, there are certain best practices hotels should consider to ensure the content enhances their brand while maintaining authenticity and legality.

Before reposting guest content, hotels should always ask for permission from the creator. This is not only a matter of legal obligation, but also a common courtesy. Reposting content without permission can damage the relationship between the hotel and its customers, leading to negative outcomes if the creator didn’t want their content reshared. Once permission is obtained, crediting the creator is essential. This can be done by tagging the individual in the post or including their handle in the caption. Such recognition not only nurtures a positive relationship but also encourages future guests to share content, knowing that their contributions will be valued and may potentially be shared on the hotel’s platforms.

While UGC is invaluable and should absolutely be regularly incorporated into content calendars, it’s important for hotels to balance it out with their curated content. Professionally shot photos or videos of the property, rooms, amenities, F&B offerings and more are curated content that ensures that the hotel’s brand standards are maintained online. This content can be used to showcase the amenities and experiences that a hotel offers in a controlled, high-quality format. Comscore reports that brand engagements rise by 28% when consumers are exposed to a mixture of professional marketing content and user-generated content, signaling that a combination of UGC and curated content allows hotels to appear authentic while maintaining a polished and cohesive brand image while expanding their reach.

A branded hashtag is a simple yet effective tool for aggregating UGC. Hospitality brands can add their hashtags to their social platforms or even around their properties, encouraging guests to use the hashtag when they share their content about their trip to their personal accounts. This allows the hotel to easily find and repost content while simultaneously tracking guest sentiment in real time. It also increases visibility, as guests will often check the hashtag before booking or to see what other visitors have shared about their experience. Moreover, these hashtags help the hotel track engagement, as it makes it easier to analyze how many posts have used the hashtag and gauge the content’s impact on the audience.

To ensure that UGC reflects the brand’s messaging and values, hotels should curate content that aligns with their overall image and target audience. One way to do this is by developing content pillars, where all posts must fall into one of the select categories to be posted. If the hotel promotes family-friendly experiences, for example, the content selected should reflect that. A hotel with a wellness focus might prioritize content related to relaxation or fitness, while a luxury resort may want to feature high-end experiences.

Additionally, it’s important to note that some UGC may not be a fit for the brand to post or reshare; having clear brand alignment criteria helps streamline decisions. This curatorial process helps ensure that the UGC fits seamlessly into the hotel’s marketing efforts, further enhancing its reputation and appeal.

The Future of UGC in Hospitality PR

As technology and consumer behavior continue to evolve, so will the way hotels harness and respond to UGC. What started as a simple photo repost is now evolving into real-time, immersive brand storytelling—and the future promises even more dynamic possibilities.

Expect UGC to become increasingly immersive and multi-dimensional. Brands like Marriott Bonvoy have embraced this shift by experimenting with immersive formats—offering virtual room walkthroughs and collaborating with creators who use drone footage to highlight stunning destinations. Guests are no longer just snapping photos—they’re capturing full experiences through live streams on platforms like TikTok, Instagram Live or even Twitch. This shift means hotels will need to be agile in how they show up, because content is being captured and broadcast in real time. This will create massive potential for authentic storytelling that drives immediate engagement.

While impeccable service is always the goal, if people are live streaming their stay and sharing in real-time, hotels need to be even more vigilant and ensure they are providing a top-tier experience at all times. It’s not just about curated perfection anymore, it’s about real-time content management.

Artificial intelligence is quickly becoming part of the UGC pipeline, from helping social media managers surface and filter the best content, to recommending captions and optimizing post times. However, there are ethical considerations too; AI-generated content must not be used to misrepresent reality, especially in hospitality. It’s essential to be transparent when AI is used, particularly in visual editing. Enhancing lighting or stabilizing video is fine; fabricating scenes or artificially beautifying spaces can erode trust.

Meanwhile, expect more native booking integrations within social platforms and AI tools (like ChatGPT). Soon, a guest might ask AI to create an itinerary for them, watch a UGC reel that it shares and book a stay without ever leaving the platform.

As content creation grows more decentralized, successful hotels won’t just passively collect content, they’ll cultivate it. Promoting branded hashtags, setting up photogenic content zones, providing filters or templates, and hosting content challenges or giveaways are all ways to guide the kind of UGC that aligns with the brand’s identity. When done thoughtfully, this ecosystem empowers guests to become the most impactful marketers—delivering rich, trusted storytelling at scale.

Challenges and Potential Pitfalls in the UGC Space

While UGC offers incredible upside, there are still some key risks and challenges to navigate—especially as it becomes a core part of the hospitality PR and marketing toolkit.

  • Inconsistent Quality and Tone – Not every guest is a content creator, and that’s okay. But it does mean hotels must be selective and intentional about which content they reshare. The challenge is finding that sweet spot between authenticity and brand consistency. It’s important to set clear content guidelines and develop a quick vetting process before reposting. This includes checking a creator’s overall profile to avoid association with problematic or misaligned values. If you’re a family-focused hotel, don’t repost someone who’s posting wild party content the next day. Be certain to vet before you amplify.
  • Negative Content Going Viral – In a world where social media is often the first stop for complaints, one viral post can create a PR storm before a hotel’s general manager even knows something’s wrong. Hotels need systems in place to monitor mentions and respond fast, especially for real-time content like live streams or TikToks. They should also empower frontline teams to escalate issues and respond quickly both publicly and privately. A great practice is to have a playbook or escalation policy in place for frontline staff to ensure timely response to negative content. Avoid deleting negative feedback unless it’s offensive or blatantly untrue. Transparency builds more credibility than silence.
  • Permission and Brand Risk – Always ask permission before reposting. Even if a guest tags you, that doesn’t automatically give you organic or paid usage rights, especially for paid ads or cross-channel marketing, as they require explicit licensing. A simple DM or email goes a long way. Also, be cautious of politically charged or polarizing accounts. Carry out due diligence and review the creator’s posts and bio to ensure that they are brand safe. You don’t want to unintentionally align your brand with views or behaviors that contradict your values.
  • Over-Saturation and Sales Fatigue – As content volume explodes, attention spans shrink. Guests are tired of being sold to, and overly polished, promo-style posts may get tuned out. That’s where UGC shines. It enables brands to connect on a more emotional, human level through storytelling, relatability, and authenticity. But don’t over-curate it either—real beats perfect, every time.

UGC as Connection, Not Just Content

The future of hospitality PR and UGC is being written not just by marketing teams, but by the guests themselves. Every post, video or review adds a new chapter to your brand story and gives you the opportunity to deepen connections by not only reposting UGC but responding to it as well. The key is to listen, amplify the right voices and be willing to show up—flaws, fixes and all.

By blending strategy with empathy, hotels can use UGC not just as a promotional tool, but as a bridge to deeper trust and lasting guest relationships.

Ms. McAfee

Kaleb McAfee is a Senior Integrated Social Media Manager at Crowe PR, bringing over 9 years of extensive experience in influencer marketing strategy and brand engagement. Throughout her career, she has consistently demonstrated a proven track record of success in developing creative and strategic marketing strategies, always driven by a passion for client success. Prior to joining Crowe PR, Ms. McAfee honed her skills by crafting, implementing and leading successful digital and influencer marketing campaigns across various verticals, including nonprofit, consumer and hospitality sectors. Her approach combines creative thinking with strong project management skills, resulting in integrated marketing strategies that effectively incorporate influencers, public relations and digital ad campaigns. Her expertise lies in solving complex problems through innovative marketing solutions. Ms. McAfee is known for her inquisitive nature, constantly questioning the status quo and utilizing data to support her creative strategies.

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If you choose to purchase a subscription, member subscription payments can be made in U.S. Dollars, as well as a variety of international currencies. Membership terms are Annual Recurring, and Monthly Recurring. The Annual Recurring subscription is an annual commitment and subscribers will be charged each consecutive billing cycle. Annual Recurring subscriptions can be cancelled after the first billing cycle and within 30-days of the billing date for a full refund. Monthly Recurring subscriptions are ongoing and subscribers will be charged each consecutive monthly billing cycle. Monthly Recurring subscriptions can be cancelled after the first month and within 7 days of the monthly billing cycle for a full refund.

12. PAYMENT AUTHORIZATION

Payment for the services provided to you in, at, through or in association with HotelExecutive may be made by automatic credit card, debit card, direct debit, bankwire or Paypal and other approved payment means offered in, at, through or in association with HotelExecutive, and you hereby authorize HotelExecutive and its agents to transact such payments on your behalf.

You hereby authorize HotelExecutive's Internet Payment Service Provider to charge your credit card to pay for your membership to HotelExecutive. You further authorize HotelExecutive's Internet Payment Service Provider to charge your credit card for any and all purchases of products, services in association with HotelExecutive. You agree to be personally liable for all charges incurred by you in association with your access or other use of any content provided by HotelExecutive or any third party in association with HotelExecutive. You acknowledge and agree that your liability for all such charges shall continue after termination of your access or any type of membership arrangement with HotelExecutive.

In the event that you have chosen to have your membership automatically rebilled, unless and until you notify HotelExecutive that you wish to cancel or terminate your membership to HotelExecutive, you hereby agree and authorize HotelExecutive's Internet Payment Service Provider to automatically renew your membership to HotelExecutive on a continuing basis and to charge your credit card (or other payment means you have selected) to pay for the ongoing cost of your membership. You hereby further authorize HotelExecutive's Internet Payment Service Provider to charge your credit card (or other approved payment means you have selected) for any and all purchases of products, services and entertainment provided to in, at, through or in association with HotelExecutive.

13. PRIVACY POLICY

The following is the Privacy Policy for HotelExecutive

We can be reached via telephone, email, or online at our contact page. When you visit our site we do not log any information regarding your domain or email address. Information Sharing: We do not share user information with any third parties other than via press release distribution as described below.

Hotel Newswire is a newswire service that distributes press releases on behalf of our users. If you decide to submit a press release for distribution through our system we will transmit your entire press release including any personal information therein contained to our media contacts and online distribution points including search engines. This is the only redistribution of your information that we engage in. Your submission of press releases through our system indicates consent with this policy. The information we collect during your registration process is used to notify users about updates to our service and inform users of any special events hosted by Hotel Newswire. This information is not shared with other organizations for commercial or non-commercial purposes.

Cookies: Our system requires the use of cookies to enable the user to log back into our website to access information from the newswire, without having to log in each time using the required username and password.

If you do not want to receive email from us in the future, please let us know by following instructions included in our communication with you. Users who supply us with telephone numbers online may receive telephone contact from us regarding their account, or informing them of new products and services available on the HotelExecutive website. If you do not wish to receive such telephone calls, please edit your account and remove your phone number from your account profile. This can be done from your user account menu.

Ad Servers: We do not partner with or have any relationship with any ad server companies. From time to time, we may use customer information for new uses not previously disclosed in our privacy notice. If our information practices change at any time, we will post the policy changes to our website to notify you of these changes and provide you with the ability to opt out of these new uses. If you are concerned about how your information is used, you should check back at our website periodically.

Upon request we provide site visitors with access to all information (including proprietary information) that we maintain about them. Users can access this information by logging in to their account.

Security: We always use industry-standard encryption technologies while transferring and receiving user data exchanged with our site. We have appropriate security measures in place in our physical facilities to protect against the loss, misuse, or alteration of information that we have collected from you on our site. We do not store credit card information in our systems.

If you feel that this site is not following its stated information policy, you may contact us.

Jeff Josephson
Loretta Macke
Rauni Kew
Steve Turk
Michele Worth
Merilee Kern, MBA
Court Williams
Kristin Fields
Maya Federman
Amy Stein Simonds
Ryan Kopyar
Miguel Campo
Josh Stuhr
Mark Remijan
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