However, there’s an additional way to build your brand that’s hugely effective and has the added benefit of enhancing your reputation. Best of all, it helps drive conversions up to fill your hotel. This is User Generated Content (UGC). The classic advice is still true: nothing beats word of mouth advertising. User generated content is your digital word of mouth. Which of the following do you find more persuasive? 1. An ad by your hotel telling the viewer that your hotel is great 2. A series of (user generated) reviews and photographs of guests having an awesome time at your hotel The second one, right? It shows and proves why your hotel is fantastic, rather than you just telling people you’re great. When it’s done right, UGC acts as a powerful form of social proof that can skyrocket your exposure. It’s also a proven conversion booster – if they can trust you, they’re more likely to buy from you. Of course, the big question is, “How do you do it right?” Get the full story at NetAffinity