What was just marketing material is now a two-way communication channel. Now there’s far more integration of user-generated content - not just a section of the hotel website showing the most appealing images.

The rise in user-generated content comes down to it having a high built-in trust factor for consumers.

That mentality, especially among younger travelers, has also led to a decrease in consumer trust in social media influencer content or other marketing messages that are clearly bought and paid for.