UGC – The Great Equalizer in Hotel Marketing
HotelMarketing.com ran an article I wrote this week about how hotels are using user-generated content to their advantage to drive sales and loyalty.
The rise of user-generated content is one of the most disruptive forces in hospitality since hotels moved their marketing materials and booking engines to the Web. Why? User-generated content is the great equalizer of marketing. It allows consumers, not brands or properties, to own the reputation of a hotel. It allows boutique hotels with small marketing budgets to compete against large chain hotels. It allows great service and quality to drive marketing through consumer reviews.
To find out how hotels are ‘winning’ on OTAs and review sites, I interviewed multiple hoteliers who stood out in one way or another on review sites to find actionable tips that any hotel can use.
Read my findings and tips here.