How to Get the Most out of User Generated Content: Travel, Tourism and Hospitality
The travel and tourism market provides the ideal forums for companies to take advantage of user generated content. Providing a comments section or blog on your website is a great way to encourage users to share their experiences with one another, while also promoting your brand and effectively updating your website content on a regular basis free-of-charge. These forums and blogs are especially useful if linked to social media networks such as Facebook and Twitter, as well as travel forums read by members of your target audience. However, there are certain steps you first need to take to ensure you really get the most out of your user generated content.
On-Page User Generated Content
It is estimated that around 90% of online consumers trust peer recommendations. This in itself highlights the importance of featuring user generated content on your website. For the travel, tourism and hospitality markets, featuring user forums or “write a review” fields on your service pages is a great way to encourage previous customers to share their experiences of hotels, destinations or package holidays booked through your company with potential customers. Additionally, these forums and “write a review” fields provide excellent SEO opportunities as they are naturally written, regularly updated and often feature relevant keywords.
Off-Page User Generated Content
In addition to featuring opportunities for customers to write reviews on your website, it is also worth considering creating official social media pages (Facebook, Twitter, travel forums etc.) for previous customers to discuss the hotels, destinations or packages your company offers. These pages should include links to your website and most popular landing pages. Again, this is a great way to generate free, SEO friendly content that draws attention to your company.
Encourage Social Interaction
Although many online users are more than happy to share their opinions with the world without encouragement, it is also a good idea to offer small incentives to registered users. For by featuring well written reviews/articles on your home page or social media pages, by including a “was this review useful?” button, or creating polls and topics of conversation within your blogs (for example: What is your favourite destination for skiing?). By encouraging previous customers and potential customers to interact, discuss all matters related to travelling, and review your services you are generating invaluable content that improves your service’s visibility in regards to SEO and helps grab the attention of holiday makers.
Image copyright: Fotolia.comHow to Get the Most out of User Generated Content: Travel, Tourism and Hospitality