How to use user-generated content to boost bookings and build trust
User-generated content, or UGC, is already one of the most powerful tools tour and activity operators have to build credibility and connect with travelers.
At its core, UGC is any content made by your customers or fans. Think photos or videos from tours, social posts about their experience, or reviews that capture the excitement of your adventures.
Sharing this kind of content does more than fill your feed. It shows potential bookers what real travelers experience. That authenticity deepens trust, helps your brand stand out, and drives more bookings.
Some numbers to back this up: 92% of consumers trust recommendations from others more than any other source (EmbedSocial), and brands using UGC see up to 29% higher web conversions (WiserNotify).
Keep reading to learn how to find, share, and maximize UGC in your marketing strategy.
User-generated content can strengthen nearly every part of your marketing. Before you start reposting photos or sharing reviews, think about the purpose behind using UGC.
Are you trying to increase brand awareness, promote a new tour, boost social engagement, or improve your website conversions? Defining a clear goal first helps you choose the right content and platform for your campaign.
Here are a few ways to get started.
How to use UGC in your marketing strategy
Promote new tour offerings
If you’ve recently launched a new tour or activity, UGC can help show travelers what to expect. Share real customer photos in your social posts or update your FareHarbor Dashboard item descriptions with authentic images from guests to inspire confidence and excitement.
Increase social engagement
It can be tough to keep your social content fresh. Featuring guest photos or stories adds variety and encourages interaction.
Pro tip: Dedicate one day a week or month to sharing customer content — for example, a “Traveler Tuesday” feature. A consistent rhythm keeps your feed active and gives your followers something to look forward to.
Run a social media contest
To grow your UGC library quickly, consider running a social media contest where travelers share photos or videos from your tours using a specific hashtag. Be sure to review your local sweepstakes laws before launching your campaign.
Learn more about running successful social campaigns in our guide to social media marketing for tour operators.
Use UGC to build trust on your website
Turn your guests’ photos and reviews into social proof. Add authentic images to your homepage, tour listings, or “About” page, and feature recent testimonials where travelers are deciding whether to book.
Seeing real people enjoying your tours helps potential customers feel confident in their decision — and that trust often leads to higher conversions.
Start video marketing with UGC
If you’re new to video, UGC offers an easy entry point. Look for clips guests have shared on Instagram Reels or TikTok and compile them into a short highlight video. It’s a low-cost, high-impact way to show what your tours are really like.
Where to find UGC
Chances are, your customers are already creating content about your tours; you just need to know where to look. From social media posts to online reviews, here’s how to start gathering it.
Social media
Most travelers document their experiences in real time. Platforms like Instagram, Facebook, TikTok, and even Pinterest are gold mines for user-generated content.
Start by checking your mentions and tags daily to see who’s posting about your business. Regular monitoring helps you spot great content to share and respond quickly to customer engagement.
If you don’t have a large following yet, don’t worry. Search location tags, hashtags, and keywords related to your tours to find content from travelers who may not have tagged you directly.
For example, if you run kayak tours in Maui, search hashtags like #MauiKayakTours or #ThingsToDoInMaui. You may discover travelers sharing posts from the same beaches or landmarks you visit, perfect candidates to reach out to for permission to share their photos.
Pro tip: Use a social media listening tool like Sprout Social or Hootsuite to track mentions across multiple platforms and never miss a potential post.
Review sites
Reviews are one of the most valuable — and easily overlooked — forms of user-generated content. They show potential customers what a real experience with your business looks like and help build trust before booking.
Encourage guests to leave a review after every tour. You can automate this step using FareHarbor’s post-activity emails or QR codes that link directly to your preferred review platform.
Then, showcase those positive comments on your website, in social posts, or in marketing emails. Since 40% of shoppers won’t purchase if they don’t see UGC on a product page (Bazaarvoice), highlighting real guest feedback can be one of your most effective marketing tools.
Pro tip: Pair a written review with a photo from the same tour when possible. This combination of visuals and testimonials adds extra credibility and helps travelers imagine themselves there.
Best practices for sharing UGC
Once you’ve found great guest content, follow these best practices before sharing it on your website, social media, or marketing campaigns. Doing so protects your business, respects your customers, and keeps your brand reputation strong.
Request permission
Even if a guest tags your business or uses your hashtag, always ask before reposting their content. It’s a simple way to show appreciation, and it protects you from potential copyright issues.
Reach out through comments or direct messages with a quick, friendly note. For example:
“Thanks for sharing this photo! We’d love to feature it on our social media. Please reply with ‘yes’ if we have your permission to repost.”
Give credit to the creator
Always credit the original poster by tagging them in your caption or directly in the image. If you’re quoting their words, use quotation marks and include their name or handle.
If you plan to share their post across multiple platforms, ask how they’d like to be tagged. Giving clear credit builds trust and shows other travelers that your brand values its community.
Pro tip: Include a “Featured by [Your Business]” line in your post to make recognition feel special — it can encourage more travelers to share their own photos in hopes of being highlighted next.
Offer something in return
Acknowledge your contributors to keep the momentum going. Offer small incentives like a discount code, branded gear, or a free add-on for their next tour.
You can also run a recurring “photo of the month” contest with a prize for the winning entry. Recognition — and a little reward — inspires guests to create and share even more content.
Start building your UGC strategy today
User-generated content isn’t just a marketing add-on — it’s one of the most authentic ways to connect with travelers and grow your bookings. By highlighting real guest experiences, you build credibility, inspire new customers, and create a community that keeps sharing your story.
Start small: pick one social platform, ask for photo permissions, and repost a few standout guest moments. Over time, you’ll develop a steady stream of authentic content that markets your tours for you.
Discover how FareHarbor can help you streamline your marketing and boost bookings — book a free demo today.
