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Planning a trip to a new destination can be challenging when there are so many possibilities to choose from. This is why honest reviews become essential in the leisure, travel, and tourism industry.
Nowadays, many travellers seek recommendations from their closest friends, family, or content shared by fellow visitors (aka User Generated Content). This is an example of how powerful social proof is in today’s society. When people see their peers sharing their experiences, it creates an emotional connection that traditional sales-focused content often lacks.
Incorporating a User Generated Content strategy in tourism marketing can be highly effective. When the reality of a destination aligns with users’ holiday dreams, it becomes much easier for them to commit to the important booking decision, even before they arrive.
Let’s have a look at how these 4 leisure, travel, and tourism brands are using UGC and how they achieved raising their engagement and increase their bookings.
Deciding where to travel can be an exciting yet challenging task. The world is full of diverse destinations, each offering unique experiences and attractions.
When you feature your community on your site, they feel heard and connected to the brand, resulting in greater satisfaction. As a result, it leads to a rise in engagement and interaction rates.
Made in Bern is an excellent example of this. The brand has successfully cultivated a special community of customers who actively post content for the company showing the amazing landscapes and destinations they will find when they visit the Bern region.
In this article, you can discover how Made in Bern is making the most of our platform. We believe their brand showcases the advantages of using Flowbox, which is why they have previously been our Flowboxer of the month.
The Guggenheim Bilbao Museum attracts many international visitors, who flock to the art gallery to admire its exhibitions and experience the cultural innovation it offers.
Discover how The Guggenheim Bilbao Museum benefits from UGC by reading the case study on their brand.
With the influx of visitors, the museum generated a wealth of content. In 2022, as they launched their new website, they decided to leverage this content by incorporating it into the site. They began collecting an average of 1,235 user generated images and videos each month.
We consider UGC to be a good tool in most sectors since it is a way to involve followers on social networks or users of the company’s website in the project. But, it is true that in the case of museums, the photos are usually very attractive and appreciated. In our case, the Museum’s own architecture and the richness of the exhibitions themselves make the photos shared by users very attractive. Vivid and ‘real’ photos convey a lot and can encourage people to want to visit.
The Marketing and Digital Design Departments at The Guggenheim Museum Bilbao.
As a result of audience interaction with the brand and its content, the Guggenheim Bilbao Museum experienced a 7.6% increase in its engagement rate.
Incorporating UGC in emails can boost open rates, increase click-through rates, and ultimately drive conversions, making it an invaluable strategy for any brand looking to strengthen its relationship with its audience.
Learn how Zuid-Limburg increased their click-through rate by 8 % through their use of UGC in this case study.
Since integrating Flowbox into the newsletters, the VVV Zuid-Limburg team has experienced a boost in click rates, with around 8% of recipients clicking on the Flowbox element. This implementation has allowed the brand to significantly reduce the use of stock images, replacing them with authentic photos that enhance engagement in both the website and newsletters.
Our goal is to activate residents as well as tourists and encourage them to share their stories. It’s a lot more credible when other people tell the Zuid-Limburg story instead of us. For the visitors, it’s a pleasure to be involved, and they feel more connected.
Babette Vanom – Marketing Project Coordinator at VVV Zuid-Limburg.
Showcasing real-life testimonials and experiences helps to build trust and attract new customers by highlighting the vibrant community around the brand. Once you’ve gathered enough content from your loyal customers, what comes next? How can your brand incorporate this content into your website?
One of the key aspect of Apollo’s User Generated Content strategy is how they collect and categorise all their tagged content. While the brand encourages its customers to post content in their social media profiles about their trips and tag @apollo, it also organises competitions as part of their ‘tagging Thursday’ initiative, where they lift UGC tag in their Instagram stories with the aim of getting people to tag the brand in their holiday pictures.
Once they have gathered all the social content, they integrate it into the website section according to the customer’s destination. For example, some users who have travelled to Croatia and, in addition to tagging the brand, also add the location of their holidays, Apollo integrates it into a carousel of content related to Croatia. This way, future travellers can get a better idea of the activities or landscapes they will find there.
This approach is an excellent way to organise and manage existing content, enhancing navigation and improving the user experience. By categorising content effectively, Apollo makes it simpler for users to access relevant information quickly and effortlessly.
Find out more about how Apollo has leveraged all their existing content with Flowbox in our Flowboxer of the Month article.
Now that you’ve discovered how these 4 leisure, travel, and tourism brands decided to implement a User Generated Content marketing to their strategy to increase their engagement and bookings, it’s your turn to try it out. Book a demo with Flowbox and we will show you how an UGC platform can boost your brand sales.
