What Is UGC? Understanding User-Generated Content

What does UGC mean?

UGC stands for User-Generated Content. The term describes photos, videos, reviews, comments, posts, stories, testimonials, and other material created by customers, guests, fans, or followers instead of being produced directly by the brand.

In hospitality, UGC might be a guest’s photo of a balcony, a video showing breakfast, a review about check-in, a story tagging the property, or a travel note about a local restaurant recommended during the stay. The content can be spontaneous or follow an invitation from the business, but its starting point is a real person’s experience.

The value of UGC is not simply that it looks less polished. It shows how someone used, perceived, or described an experience. That can make it useful as social proof, a source of ideas, and a signal for improving operations. The American Marketing Association defines UGC as content made by people rather than brands and distinguishes customers, fans, followers, and UGC creators [1].

Examples of UGC

UGC appears in many formats and channels. Common examples include:

| Format | Hospitality or travel example | | --- | --- | | Photo | A guest captures the view, room, pool, or a detail of the accommodation | | Short video | A traveler shows arrival, an amenity, or a local activity | | Story or Reel | A guest shares part of the stay and tags the property | | Review | A comment about location, cleanliness, service, or check-in | | Testimonial | An approved story used on a website or presentation | | Question or comment | A user points out a concern or explains what stood out | | Travel guide or trip report | A visitor describes the destination and includes the property | | Commissioned content | A creator produces a photo or video from a company brief |

Reviews, comments, and questions are UGC even when they are not visual. RD Station and Salesforce include posts, photos, videos, comments, and reviews in their definitions of user-generated content [6] [7].

Organic UGC, commissioned UGC, and influencer marketing

The word UGC is used for different situations. Separating the concepts prevents confusion about authenticity, distribution, and usage rights.

Organic UGC

This is content a person chooses to create on their own, usually to share an experience with friends, followers, or a community. A guest may post a property photo, write a review, or recommend a destination without receiving a direct request from the business.

A brand may discover this content through a tag, hashtag, comment, or monitoring. That does not mean it can automatically copy and use the material. To repost it, place it on a website, or use it in an ad, ask for permission and agree on the use.

Requested or encouraged UGC

A business may invite guests and customers to share experiences through a card, post-stay email, hashtag, survey, or campaign. The invitation does not make every submission advertising, but it should be clear and should not pressure people to publish something positive.

If there is a benefit, such as a discount, gift, free stay, or contest entry, explain the conditions and review the rules of the platform, country, and campaign. The experience should still be represented honestly.

Commissioned UGC from a creator

A UGC creator is hired to produce natural-looking photos or videos for a brand to use on its own channels. The creator may not have a significant following and may not publish the material on their own profile. What the brand is buying is the asset, not necessarily access to an audience.

In this model, the brief, number of deliverables, revisions, deadline, exclusivity, license, channels, duration, and advertising rights should be included in the agreement. Content looking spontaneous does not remove the need for disclosure when it is presented as an endorsement connected to a commercial relationship.

Influencer marketing

Influencer marketing usually includes payment for access to the creator’s audience. The influencer creates and publishes on their own profile, bringing their community, context, and credibility into the campaign.

The same professional can work as a UGC creator in one project and as an influencer in another. The main distinction is where the content is distributed, who controls the channel, and which rights were purchased. Billo summarizes the difference as content the brand uses on its own channels versus distribution to an influencer’s audience [8].

| Model | What the business receives | Where the content appears | Main point | | --- | --- | --- | --- | | Organic UGC | A real experience shared by a user | User or community channel | Spontaneous origin; reuse requires care | | Commissioned UGC | Photos, videos, or testimonials made from a brief | Brand channels, website, email, or ads | Rights and scope must be agreed | | Influencer marketing | Content plus access to an audience | Influencer profile and sometimes brand channels | Reach, context, and partnership disclosure |

Why do businesses use UGC?

UGC helps show an experience from the perspective of someone who lived it. For a future guest, a real photo can answer questions that a polished brand image does not: what the afternoon light looks like, how large a room feels, how an amenity is used, or what kind of moments people usually have there.

It can also reveal what guests value. If different people mention easy access, a workspace, the bed, quiet surroundings, or a nearby restaurant, those patterns can influence listing copy, local recommendations, and guide content.

The American Marketing Association and marketing sources identify authenticity, social proof, community, and format variety as potential UGC benefits [1] [6] [7]. These benefits are not guarantees of reach, bookings, or conversion. Outcomes depend on the quality of the experience, content relevance, distribution, and measurement.

How to use UGC in hospitality and vacation rentals

1. Find what already exists

Start by looking for tags, mentions, hashtags, reviews, photos, and messages sent by guests. Notice recurring themes, both positive and negative. Organize the material by property, date, format, topic, and permission status.

2. Make sharing easy without pressuring guests

A clear experience is more likely to be remembered and shared. A host or Property Manager can display the property’s social profile, suggest a simple hashtag, create a photo-friendly moment, or send a post-stay message inviting guests to share without asking for a positive review.

Hospitality Net and the International Hospitality Institute note that hotels can invite guests to tag the property, create campaigns, respond to reviews, and use real guest stories across their channels [3] [4]. For a home or apartment, keep the approach proportional: a simple, respectful request is often better than turning the stay into a campaign.

3. Ask for permission before reusing content

A tag does not automatically equal a broad license. Reply to the guest, identify the specific content, and ask whether the business may repost it on the intended channel. If the goal is to use it on a website, presentation, or ad, say so. Record the permission and any limits on duration, channel, or editing.

4. Give credit

When publishing, identify the creator as the channel allows. Credit does not replace permission, but it shows respect and helps maintain the relationship. Do not remove watermarks, crop people misleadingly, or change the meaning of the story.

5. Curate and moderate

Not every piece of content fits the brand, and negative content should not automatically be deleted. Check for personal information, children, identifiable third parties, unlicensed music, sensitive location details, or situations that could expose someone.

A complaint can reveal a cleaning, access, communication, or maintenance issue. Respond professionally and bring the learning back into operations. The International Hospitality Institute recommends handling negative UGC quickly, respectfully, and transparently [4].

6. Distribute according to the goal

One story can support different objectives:

| Goal | Possible use | | --- | --- | | Discovery | Social repost, local partnership, or destination content | | Consideration | Guest gallery, approved testimonial, or experience page | | Conversion | Ad creative, landing page, or email with defined rights | | Retention | Thank-you message, community, return invitation, or feedback request | | Operations | Identify questions, problems, and details guests value |

Do not treat a guest photo as a substitute for official property information. Images and stories can inspire, but times, rules, access codes, contacts, address, and emergency details must be reviewed by the team.

How Property Managers and co-hosts can use UGC

For a Property Manager, UGC can be more than a marketing tool. It can also be operational listening.

If several guests ask about parking, that may indicate that the listing or guide does not explain access clearly. If reviews repeatedly mention the same amenity, the team can highlight it in the property presentation. If guest photos show an area missing from the listing, there may be an opportunity to improve official content.

A practical workflow is:

1. Gather reviews, mentions, photos, and comments by property. 2. Separate praise, questions, complaints, and suggestions. 3. Confirm patterns with the team and owner. 4. Update listings, processes, or guide content when appropriate. 5. Ask for permission before reusing any material. 6. Measure whether the change reduced questions or improved the guest experience.

UGC shows guest perception; it does not replace a manager’s verification. A comment may be outdated, a photo may show an exceptional situation, and a recommendation may not suit every guest.

Where does Airguide fit?

Airguide is not a UGC collection, moderation, or licensing platform. It helps organize official property information in a digital guide that guests can consult before and during their stay.

The relationship between UGC and Airguide is complementary. Questions, reviews, and stories can help a manager discover what needs to be explained better. After review, approved information can be organized into welcome, location, check-in, Wi-Fi, amenities, rules, local tips, contact, and emergency sections.

The 10 essential sections of a digital guest guide can provide a starting point. The self check-in guide helps organize arrival, while a guest QR code keeps approved content accessible inside the property.

For Property Managers, co-hosts, and companies with several properties, the distinction matters: UGC can inspire improvement and brand communication; Airguide should contain current, property-specific, approved instructions. The post about what a Property Manager does explains how this layer fits into professional operations.

Checklist for a responsible UGC strategy

Before publishing or commissioning content, confirm:

Is the goal clear: discovery, consideration, conversion, retention, or operational improvement?
Was the content created by a real user or a commissioned creator?
Does the permission cover the channel, duration, editing, and advertising use?
Will the creator receive credit where appropriate?
Is there payment, commission, product, discount, free accommodation, or another material connection?
Is the partnership disclosure clear and close to the endorsement?
Does the content expose children, guests, third parties, personal data, or sensitive information?
Is the property and information represented still current?
Is there a process to respond to negative content and correct the underlying issue?
Is UGC being used to complement, not replace, official information?

Frequently asked questions

What does UGC stand for?

UGC stands for User-Generated Content. It is content created by customers, users, guests, fans, or followers rather than directly by the brand.

What is a UGC creator?

A UGC creator is hired to produce natural-looking photos or videos for a business to use on its own channels. They do not need a large audience. The agreement should define deliverables, revisions, usage rights, duration, and distribution.

Is UGC the same as influencer marketing?

No. UGC describes the origin or format of content. Influencer marketing usually includes publishing on an influencer’s profile and access to their audience. One person can be both a UGC creator and an influencer, but the services are different.

Can I repost a photo that tags my property?

Ask for permission to use the content on the intended channel. A tag opens the conversation, but it should not be treated as unlimited authorization for websites, ads, emails, and commercial materials.

Is a guest review UGC?

Yes. A review is a form of user-generated content. It must be handled according to the platform’s rules and should not be edited in a way that changes its meaning.

How can I get UGC from guests?

Provide a good experience, make sharing easy, display the property’s social profile or hashtag, invite guests to share after the stay, and ask permission before reposting. Do not require a positive review in exchange for a benefit.

Does Airguide collect UGC?

No. Airguide organizes current, official property information. A manager can use reviews and comments as a source of improvement, but should review the material before turning it into guest instructions.

Conclusion

UGC is content created by people who experienced, used, or commented on a brand, product, service, or place. In hospitality, it can show a property with more context, reveal what guests value, and create a more human conversation with future travelers.

But authenticity does not remove responsibility. Before reusing a photo, video, review, or testimonial, ask for permission, give credit, define rights, disclose commercial relationships, and protect the privacy of everyone involved.

For hosts, co-hosts, and Property Managers, the best use of UGC begins with listening. What guests ask and share can show what needs to be explained better. After review, Airguide helps turn approved information into a clear, updateable guide specific to each property.

References

[1]: https://www.ama.org/marketing-news/user-generated-content/. American Marketing Association, “UGC Content 101: A Comprehensive Introduction”.

[2]: https://www.ftc.gov/business-guidance/resources/disclosures-101-social-media-influencers. Federal Trade Commission, “Disclosures 101 for Social Media Influencers”.

[3]: https://www.hospitalitynet.org/opinion/4128397/how-user-generated-content-can-help-your-hotel-with-examples. Hospitality Net / GuestRevu, “How User-Generated Content Can Help Your Hotel”.

[4]: https://www.internationalhospitalityinstitute.com/articles/how-to-leverage-user-generated-content-in-hotel-marketing. International Hospitality Institute, “How to leverage user-generated content in hotel marketing?”.

[5]: https://www.hotelchamp.com/blog/user-generated-content-hotel-marketing-strategy. Hotelchamp, “How user-generated content can boost your hotel marketing strategy”.

[6]: https://www.rdstation.com/blog/marketing/user-generated-content/. RD Station, “User-Generated Content: o que é UGC e como aproveitá-lo no Marketing Digital”.

[7]: https://www.salesforce.com/br/blog/ugc/. Salesforce, “UGC: Como usar no Marketing?”.

[8]: https://billo.app/blog/ugc-vs-influencers/. Billo, “UGC Creators vs Influencers: What’s the Difference?”.