User-generated content (UGC) is reshaping how hospitality brands engage with audiences. It’s not just a trend—it’s a proven strategy that builds trust, drives bookings, and amplifies your marketing efforts. From TikTok trends to Google searches, UGC is where authenticity meets action. Let’s explore why UGC is invaluable and how it can transform your hospitality brand.
1. The Magnetic Power of UGC
Why does UGC work so well? Because it’s real. It’s created by actual people sharing genuine experiences, and that resonates with audiences in ways traditional ads can’t.
Consider these numbers:
Ads featuring UGC achieve 4x higher click-through rates than branded ads (Hootsuite)
UGC content on social networks boasts a 28% higher engagement rate than branded content (Comscore)
Almost half of customers say UGC is an excellent way to discover new products or experiences (Forrester)
For hospitality brands, this means UGC isn’t just content—it’s word-of-mouth marketing that lives where your customers are already looking.
2. Where Discovery Happens Today
Here’s a startling shift: 40% of Gen Z now bypasses Google Maps and Search entirely, heading straight to TikTok or Instagram to decide where to eat or visit (Business Insider).
And they’re not just browsing—they’re buying. Social platforms are becoming search engines, and content on those platforms influences purchasing decisions like never before:
Adults now spend an average of 53.8 minutes per day on TikTok, making it a prime platform for hospitality brands to reach potential customers (CastMagic)
1 in 3 travelers booked a hotel directly through social media in 2023 (Eighty Days).
If your brand isn’t leveraging UGC on platforms like TikTok and Instagram, you’re missing out on a massive opportunity to influence discovery and drive bookings.
3. The Trust Factor: Why UGC Converts
Today’s consumers are savvier than ever. They know when they’re being sold to, and they crave authenticity. UGC delivers trust in spades:
79% of people say UGC impacts their buying decisions (Nosto)
Customers are 2.4x more likely to perceive UGC as authentic compared to branded content (Nosto)
For hospitality brands, this means that a TikTok video of a diner enjoying your signature dish or an Instagram Story highlighting your cozy interiors can do more to build trust than even the most polished advertising campaign.
4. UGC Drives Action Across Channels
UGC isn’t just for social media—it’s a multi-platform powerhouse that drives engagement, builds authority, and boosts conversions across TikTok, Instagram, Google, email marketing, and beyond.
Here’s how it works:
Social Media: UGC thrives on platforms like TikTok and Instagram, delivering higher engagement and helping your posts reach more people. Authentic content naturally earns likes, shares, and comments, keeping your brand visible longer.
Google: Google’s algorithms are evolving, and UGC plays a bigger role than ever. Now,
TikTok videos appear in Google search results (9to5Google), meaning the right UGC can make your brand discoverable even outside social platforms. Strong UGC also boosts local SEO, further enhancing your online visibility.
Email Marketing: When incorporated into email campaigns, UGC drives a 78% higher click-through rate (Bazaarvoice). Featuring real customers enjoying your brand builds trust and inspires action.
When UGC is strategically used across these channels, it creates a cohesive, omni-channel marketing strategy. Your audience doesn’t just see your content—they experience it in multiple places, reinforcing your brand’s story and value.
With the rise of TikTok content in Google search snippets, the line between social discovery and search authority is blurring. That’s why it’s more important than ever to prioritize UGC that performs well on both social platforms and search engines, positioning your brand where your audience is already looking.
5. Why Quality Matters: The Role of Creators and Authority
Not all UGC is equal. While authenticity is essential, platforms like TikTok, Instagram, and Google reward content that’s high-quality and engaging. Poorly executed content, no matter how genuine, can fall flat.
That’s where creators come in. Joli works with vetted micro-influencers—creators with under 50k followers—who excel at producing content that:
Hooks audiences: Creators know how to grab attention in seconds, a must for algorithms.
Drives engagement: With platform expertise, they create content designed to spark likes, shares, and comments.
Builds authority: High-performing content strengthens your brand’s credibility, both on social media and in search.
The combination of authenticity and quality ensures your UGC isn’t just seen—it performs.
6. Why UGC is the Future of Hospitality Marketing
The numbers tell the story: UGC isn’t just effective—it’s essential. It’s driving discovery, building trust, and influencing decisions across every platform your audience uses.
For hospitality brands, this is a golden opportunity. By leveraging UGC strategically, you can:
Reach customers where they’re spending time—on TikTok, Instagram, and beyond.
Build trust and authority through real, relatable content.
Turn casual scrollers into loyal customers, whether they’re booking a table or a stay.
How Joli Simplifies UGC for Hospitality Brands
We know managing UGC can feel overwhelming. Finding the right creators, tracking campaigns, and ensuring high-quality content isn’t easy. That’s why Joli makes it effortless:
We connect you with creators. List your offers, and we’ll handle the outreach to vetted micro-influencers.
We track every step. From booking visits to posting schedules, everything is streamlined in one place.
We organize your content. Every post is automatically stored in a digital library, ready for reuse.
With Joli, you don’t just get UGC—you get UGC that’s built to perform.
Ready to Transform Your Marketing with UGC?
UGC isn’t just a nice-to-have; it’s the most powerful tool in your marketing arsenal. When combined with high-quality creators, it becomes unstoppable.
Let Joli help you create, track, and leverage UGC that drives real results. Get started today.
