Content marketing is high-impact opportunity for resorts to increase visibility, build trust, and turn guests into loyal advocates. With user-generated content (UGC), resorts can harness the power of real guest experiences to inspire prospective travelers with wanderlust, highlight authentic experiences and ultimately deepen brand connection and finally, drive bookings. All of this can happen without the need for constant in-house production, feels more authentic to users, and increases trust in your brand According to a recent survey, UGC is 79%¹ more likely to impact consumers’ buying decisions than brand-created content! This staggering number didn’t surprise us though. We need look no further than changes to consumer behavior in recent years where potential travelers to your resort will scroll or search on TikTok or Instagram, or Facebook before they search on Google or TripAdvisor.
The resort experience isn’t just lived. It’s shared. UGC turns your guests into persuasive marketers, giving prospective travelers an inside look at what it’s really like to stay on your resort property, in your city, experiencing your hospitality and unique culture and offerings.
Key Insights
- UGC drives bookings and trust: Content created by real guests is far more influential than brand-created assets, helping resorts convert interest into reservations.
- Travelers discover and decide through real experiences: Social media, reviews, and authentic storytelling matter more than traditional advertising in shaping travel choices.
- UGC humanizes your resort and builds connection: Guest-generated photos, videos, and reviews showcase authentic moments that resonate emotionally with prospective travelers.
- Encouraging sharing onsite amplifies reach: Designing shareable experiences, subtle prompts, and seamless tech makes it easy for guests to contribute content.
- Leverage UGC across marketing channels: From websites and social media to emails, paid campaigns, and onsite displays, authentic guest content strengthens credibility and engagement.
- Respect and proper use of UGC is essential: Always obtain permission, credit guests, and maintain authenticity while avoiding over-curation or inconsistent posting.
Why Resorts Need a Fresh Take on Content Marketing
Today’s travelers don’t plan getaways based on brochures or billboard ads. They explore destinations through Instagram stories, YouTube vlogs, TikTok reels, and Google reviews. When they’re researching, they want to be immersed in the experiences of your resort, and they want to see real people experiencing your resort in ways that reflect their lifestyle and travel goals. If friends, family, or even unknown guests that bear resemblance to themselves or look like a person, couple or family they aspire to be, prospective travelers are more likely to trust them – total strangers – over your brand – because these strangers are regular people, just like them. If your resort doesn’t show up in these discovery moments with compelling, human-centered content, you risk being overlooked in favor of properties that do.
Content marketing for resorts is no longer just about promotions or high-polish imagery. It’s about storytelling, inspiration, and connection. Whether someone is planning a honeymoon, a corporate retreat, or a solo recharge, your content should reflect those narratives. More importantly, it should feel like an invitation, not a sales pitch.
What Is User-Generated Content and Why It Belongs in Resort Strategy
User-generated content is any media created and shared by your guests. Unlike branded assets or influencer campaigns, UGC is created by real people without any production team or editorial review. It often includes:
- Instagram carousels from a couple’s weekend stay
- TikTok reviews of your spa or swim-up suites
- Unfiltered selfies at scenic overlooks
- TripAdvisor or Google reviews with guest photos
- Drone videos captured by hobbyists exploring your property
This kind of content is organic, relatable, and trust-building. Prospective guests trust it more than advertising because it feels real. It reflects honest satisfaction and spontaneous delight. That emotional connection matters, especially in a category like hospitality that depends on creating experiences.
UGC also helps resorts scale their content marketing. Instead of relying on constant photoshoots, UGC fills the gaps with fresh, authentic visuals that add depth and diversity to your content library.
Example:
Hawks Cay Resort in the Florida Keys regularly shares guest-tagged posts to its Instagram feed. These real-life captures are on par with the resort’s branded content in both style and engagement. To encourage sharing, Hawks Cay often adds captions like “Keep tagging us in your dream Florida Keys moments! 📸,” reinforcing the brand’s focus on community storytelling.
The Psychology Behind Why UGC Works for Resorts
Travel is an aspirational decision. People spend weeks or even months daydreaming, bookmarking, and planning trips. UGC taps into that process by showing what it looks like to actually experience your resort.
Seeing someone enjoy a beachfront breakfast or a firepit evening creates a moment of identification. The viewer imagines themselves in the scene and begins building emotional alignment with your brand.
UGC also functions as instant social proof. A resort can claim it offers exceptional views, but when a real guest shares it with visible excitement, it holds more weight. That credibility can influence decision-making faster than a professionally written description.
Example:
Four Seasons Bora Bora curates and shares guest content using the hashtag #FSBoraBora, which gives the resort access to real, location-specific UGC. This approach is part of a broader Four Seasons strategy, where each resort uses its own branded hashtag (like #FSMaui or #FSParis) to collect authentic guest moments. Posts featuring spa days, overwater bungalow views, and paddleboarding adventures are regularly reshared on the resort’s social feeds, reinforcing luxury through lived experience.
How Resorts Can Inspire Guests to Create and Share Content
Not every guest will post without prompting. Resorts can encourage more UGC by creating shareable moments and making the process as easy as possible.
Curate Photo-Worthy Moments by Design
Your property already has natural beauty. With a little intention, you can turn it into a guest-powered content hub. Add visual elements that feel personal or surprising, like flower-covered swings, scenic outdoor bathtubs, or personalized in-room welcome gifts.
Example:
At Nickelodeon Hotels & Resorts Punta Cana, the signature Slime Wall experience is designed with shareability in mind. Guests can opt in to get slimed — a playful, messy moment that nearly always ends up on someone’s phone. The resort doesn’t have to push guests to post. The uniqueness of the experience makes it inherently content-worthy, and it regularly appears in Reels, TikToks, and vacation recaps.
Even small touches like branded coconuts or towel art can trigger a share-worthy moment. Focus on details that feel intimate and memorable.
Use Subtle Prompts and Social Cues
Encouragement doesn’t need to be loud. Include your social handle or hashtag on menus, spa pamphlets, activity guides, and pool signage. You can also add small print notes in room materials with a message like, “Tag us @YourResortName to share your stay.”
Staff can also support this process. A team member who offers to take a guest’s photo or simply comments on how great their post would look on social can open the door for content creation.
Make the Tech Seamless
If it takes too many steps, guests won’t do it. Add social CTAs to your WiFi splash page. Include a QR code on the key holder that leads to your Instagram gallery or TikTok feed. Feature past guest content in the lobby or welcome guide to normalize participation.
Where to Leverage UGC Across Resort Marketing
User-generated content isn’t just for Instagram stories. With the right permissions, UGC becomes a flexible, scalable content type that works across your full marketing funnel.
Website
Add UGC to room type pages, experience pages, and even the homepage. It adds credibility and shows prospective guests what to expect.
Social Media
Feature UGC in reels, stories, and highlight folders. Pin your best guest-created content to the top of your grid.
Email Campaigns
Use guest content in lifecycle emails or re-engagement flows. A subject line like “See how guests are enjoying our rooftop bar” paired with real UGC adds relatability and drives clicks.
Paid Media
Guest content often performs better than scripted brand ads, especially on platforms like TikTok or Meta (be sure to secure their explicit permission before using in any paid campaigns!)
Onsite Displays
Showcase real-time UGC in public areas like the lobby, lounge, or spa. A live feed of guest stories creates excitement and encourages others to participate.
Best Practices for Using UGC Respectfully
UGC should always be used with care. These are real people sharing their real experiences. Your handling of that content reflects your brand integrity.
- Always ask before reposting. A DM or comment asking for permission is quick and builds goodwill.
- Give full credit. Tag guests clearly in the caption and image.
- Avoid editing their content too heavily. Leave the original filters or formatting unless otherwise discussed.
- Stay aligned with your brand. Share content that reflects your resort’s tone and values.
- Use UGC tools if possible. Platforms like Later, Archive, or TINT help streamline rights management and scheduling.
Avoid These Common UGC Pitfalls in Hospitality
A strong UGC strategy is consistent and intentional. Avoid these frequent mistakes that weaken your content or brand trust.
Over-curation
Trying to make guest content look too perfect defeats the purpose. The best-performing UGC often looks spontaneous. Don’t overedit, and don’t expect influencer-level quality from every guest.
Irregular posting
UGC should be part of your monthly content calendar, not something you fall back on when you run out of professional photos.
Neglecting engagement
If a guest tags you and hears nothing back, it sends the wrong message. Always respond, comment, or show appreciation.
Skipping permissions
Even with a public tag, you still need to ask. Protect your brand and respect your guests.
Conclusion: Turning Guests Into Your Best Storytellers
The most powerful stories about your resort are already being told. They happen every time a guest shares a moment that made their trip feel special.
User-generated content helps you amplify those stories. It builds trust, enhances your brand reputation, and connects future guests to the experiences that matter. The best part is that it’s rooted in truth. You’re not inventing a narrative. You’re giving it room to grow.
When you make it easy for guests to participate and take the time to feature their content respectfully, your resort becomes more than a destination. It becomes part of someone’s story — and that’s the kind of marketing that lasts.
Need help turning UGC into a core part of your resort’s content strategy? Bullseye Strategy can help you build a scalable approach powered by the guests who already love your brand.
Frequently Asked Questions About User-Generated Content for Resorts
What is user-generated content in hospitality marketing?
User-generated content (UGC) refers to photos, videos, reviews, or other media created and shared by your guests. In a resort setting, this could include an Instagram post from the pool, a tagged story about a spa day, or a review with photos of a suite.
Why is UGC important for resorts?
UGC helps potential guests see what your resort experience looks like through the eyes of real travelers. It builds trust, adds authenticity to your marketing, and often performs just as well as branded content — sometimes better — especially on social platforms.
How can resorts encourage guests to share content?
Resorts can inspire UGC by designing photo-worthy moments, adding subtle prompts like branded hashtags or signage, and making it easy to tag the resort via WiFi splash pages or QR codes. Friendly staff prompts also go a long way.
Can resorts use UGC in ads or marketing campaigns?
Yes, but only with permission. Even if a guest tags your resort in a public post, you should always ask before using that content in paid campaigns, emails, or website visuals. This protects your brand and shows respect for your guests.
Do resorts need special tools to manage UGC?
While it’s possible to manage UGC manually, tools like TINT, Later, and Archive help streamline rights management, organization, and scheduling — especially for resorts with active social strategies.
Is it okay to edit guest content before sharing it?
Light edits like cropping or resizing are fine, but avoid heavy filters or overlays. UGC works because it feels real. Over-editing can make it feel more like an ad and reduce its impact.
What if a guest shares something negative about the resort?
It’s important to engage professionally and respond quickly. UGC isn’t just about promotion — it’s also a way to listen, learn, and improve. A thoughtful response can turn a critical moment into a positive brand impression.
