According to Power Reviews, 98% of consumers feel that reviews are important when purchasing in general.
More specifically to the tourism and travel industry, 83% of users usually refer to reviews before deciding on making a booking, and 76% of hotel bookings in particular, will depend on guest uploaded travel photos for decisions (according to transperfect.com).
When consumers generate content for social media (whether good or bad) through the form of reviews, uploaded images, blogs and vlogs regarding their customer experiences, this is referred to as  'User Generated Content' (UGC).
Research suggests that approximately 80% of consumers will avoid booking with a travel company after just one negative experience, so it is now more important than ever that superior customer satisfaction is concentrated on, and positive UGC is used and encouraged by tourism and hospitality organisations.
Encouraging customers to share their positive travel experiences through reviews, along with high-quality photos and videos, not only fosters a sense of community but also provides future travellers with a more authentic and reliable perspective on what to expect.
User-Generated Content (UGC), is such a powerful tool that can shape the image around your tourism or hospitality business. By integrating UGC through social media and applying it in your ongoing social media strategy, travel companies can leverage positive content that is already created, saving time while also tapping into the trust that consumers place in the reviews of other travellers. This creates a community-driven endorsement that resonates with potential customers.
In conclusion, the tourism and travel industry should embrace the influence of user-generated content to build trust, enhance customer experiences, and drive positive decision-making. Embracing the power of peer reviews and shared travel moments can undoubtedly set a business apart in an industry where authenticity and trust is everything.
If you are a tourism or travel organisation that would like to implement a social media strategy or for the latest tips, tricks and trends in social media, to help with exposure and overall growth for your business, book a coaching session now.
Ph: 0431 256 994
Daina Walker - Diversified Business Skills 2024
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