Cast your mind back to your last big trip. Perhaps it was a beach escape? A cosmopolitan city break, tightly packed with sightseeing and frequent foodie finds? Or maybe it was an off-grid safari where days were marked only with vivid sunsets and the big five ambling past your tent?

 

However you (or more importantly, your guests) like to holiday, one thing’s for sure, the way we all pick, choose, and meticulously plan our getaways is no longer influenced by perfectly polished, impeccably lit TV ads or #gifted stays showcased by influencers dripping in designer clobber. No, in 2025, the real marketing must-have is authenticity and GGC*

 

GGC: Guest-Generated Content. 

Description: Content created and shared by an amateur individual or customer rather than by a brand or official creator.

 

The stats don’t lie, consumers favour brands that prioritise user-first, authentic content.

 

According to a recent study*, over 90% of consumers emphasise the importance of authenticity when choosing a brand or experience. In fact, 84% of Gen Zs place more trust in brands when they see actual customers in ads, and an equal 84% of millennials favour brands that incorporate real customers within their marketing.

 

Let’s get social for a second. Perhaps your brand’s social channels are carefully curated with dark, moody stills of your hotel or resort, occasional graphics highlighting cocktail deals and midweek breaks, and perhaps a now-and-then #gifted stay by a macro influencer. And yes, maybe that satisfies corporate head office, but ask yourself, is this truly what your potential guests want to see when perusing your channels? 

 

Let’s look at the cold, hard facts. 

 

• Socials with user-created content at the forefront see a 50% increase in engagement vs. those with purely branded content.

• GGC/UGC is seen as 8 times more effective than influencer content in decision-making.

• Social content created by real people greatly sways purchasing choices across age groups, with 93% finding it extremely helpful.

• GGC/UGC drives 9 times higher engagement than brand-created content.

• 74% of customers find user-generated content more authentic and trustworthy than branded content.

 

Add AI to the content mix, and it makes sense why consumers are driving an increasing demand for raw, human perspectives in marketing content.

 

As social algorithms demand an always-on content output to satisfy ever-scrolling consumer behaviours, some brands are turning to AI content generation to churn out tightly controlled marketing content, seemingly at a low cost and lower risk, but all is not what it seems.

 

Whilst the initial sell may seem perfection personified, controlling the exact narrative of an AI influencer or AI-generated content via branded scripts and boardroom briefs can result in content that feels soulless or lacks the essence of your guests. 

 

Your content should unfold to showcase who you and your guests are, whilst telling your story with personality and relatability, all whilst bringing your guests, team and followers together in perfectly, imperfect harmony. Ultimately, AI content can never truly capture the heart, ethos and emotive experience of your brand, because (the clue is in the name here), it’s artificial. 

 

With calls for transparency around AI content at an all-time high, this is your sign to turn content trends in your favour and instead, focus your attention on enabling your guests, customers and followers to power your content marketing through authentic content. 

 

Hone in on UGC strategies, challenge your users to capture their real experiences of your brand, then fairly reward them and harness this content to attract and engage current and prospective customers and guests for a content strategy that is relatable, tangible and emotive in equal measure. 

 

Speak to Marker at stand #H66 to learn how they can help to turn your guests into your proudest, loudest brand advocates yet. They can’t wait to meet you! 

 

*Source: InBeat Agency