Luxury hotels are not taking full advantage of user-generated content across their channels says a report.
The L2 report says that hotel brands that integrate UGC from Instagram into their accounts can drive interactions six-fold while brands that source more than half their posts from UGC more than double engagement.
Although user content on the brand pages of upscale hotels has more than tripled since last year and UGC on property pages has doubled to 40% of property pages, the study says more than half are no incorporating it on their sites.
L2 points to research from eMarketer revealing that 97% of Millennials post on social media to share travel experiences and 40% rely on social media for inspiration when planning travel.
One top performer is Four Seasons which achieves seven times as many interactions on Instagram as the average brand as well as 15% of all interactions in the whole index.
Ritz Carlton also scores well by integrating UGC into each property page through a "Ritz Carlton Memories" section.
Crowd-sourcing is also mentioned as a way to drive engagement with brands such as Marriott encouraging guests to share ideas.
Sam Lee, associate director, retail for L2 says brands need to strike a balance between their professionally created content and UGC across site pages, social media channels and marketing campaigns.
More on the L2 report here.
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