The world of digital marketing is always evolving as travel brands try to keep up with consumer needs and the growing demand for transparency and authenticity. One strategy that’s growing in popularity amongst suppliers is leveraging user-generated content (UGC), such as photos and tweets that are shared publicly by customers across various social media sites. By leveraging user-generated content, new audiences are introduced to brands and experiences that they wouldn’t have otherwise explored, thus giving suppliers an additional market to focus on. Consumers these days want to see how things really look and feel, instead of how brands want them to be viewed. A study by Offerpop found that 85% of consumers find visual user-generated content more influential than branded videos and photos. Although you’re starting to see travel brands incorporate this strategy more across different marketing channels, there’s still an open opportunity to incorporate user-generated content into your metasearch campaigns. Get the full story at Koddi