User-Generated Content Has Moved Into the Marketing Mainstream

As consumers increasingly value and incorporate the authentic voices and experiences of others into all phases of the search-shop-buy funnel, user-generated content (UGC) has become one of the most trusted sources of information on brands, products and services. UGC has evolved from simple reviews posted on websites, into multiple-platform initiatives that are a powerful mainstay of many travel brands' digital and social media marketing strategies. This paper examines the impact of UGC in travel, including the importance of influencers and expert content, and several case studies that highlight how a range of travel brands have effectively incorporated UGC into their marketing and business models.