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How Earned Content Is Transforming the Travel Industry

The power of visual user-generated content (UGC), or earned content, as an indispensable marketing tool is growing by the day—and the travel industry, which now generates a whopping 10% of the world’s GDP, has arguably more to gain from the visual earned content revolution than perhaps any other industry. The prospective benefits that earned content offers to hotels, cruise lines, and other travel players in this nearly $8 trillion industry—which is forecast to grow another 50% to almost $12 trillion by 2025—are innumerable.

Evolving social trends are favoring a major travel-selfie revolution. Already, 72% of consumers post photos on a social network while on vacation, and 76% post them after they return—this within a context where Instagram’s 400 million active users post 80 million photos per day, and 350 million photos are uploaded daily to Facebook.

Even when it’s cloudy outside it’s beautiful INSIDE the #LowesSantaMonica

A photo posted by Bill Connolly (@billconnolly) on

By harnessing user-generated photos—the most authentic, compelling, and affordable brand assets available today—on their own websites, hotels and other travel brands can dynamically showcase the overwhelmingly positive experiential and emotional elements that define the travel experience, and keep visitors there to book—a growing imperative in a hypercompetitive operating landscape. In doing so, they’ll both dramatically reduce the staggering costs of producing lackluster stock content—the woefully outdated industry norm—and engage new customers while building their bottom line.

“Travel brands who bank on visual storytelling will get more bang for their buck than those who do not.” – Frederic Gonzalo, travel expert, speaker, consultant.

We’ve put together a new guide focused on helping travel marketers collect, curate, permission, and activate visual earned content for their broader efforts. In it, you can expect to learn:

  • How various travel brands are maximizing the potential of earned content differently, including big hotel chains, smaller boutique hotels, airlines, and travel experience brands
  • What tactics you can use to systemize your earned content program, quickly generating a valuable inventory of images that can be used for your brand’s website, display advertising, and social media profiles
  • Why Instagram contests can significantly improve your brand’s ability to collect and curate high-value visual earned content in a short period of time
  • How to measure the impact of earned content across your brand’s marketing programs, attributing ROI to the strategy being employed

Download the guide to begin transforming your marketing, activating the power of your loyal travelers to create more authentic marketing experiences.

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