Every travel marketer knows the power of word of mouth. A recommendation from another traveler holds more clout and is more convincing than any other form of marketing can achieve. Today, word of mouth has moved from one-off suggestions shared amongst close friend groups to the Instagram photos, tweets and Facebook check-ins we all share. Thanks to Chute, this user-generated content is now actionable, scalable and measurable – from increasing time on site to enabling travelers to get inspired by past guests to using this content to grow your audience.

Here are five ways destinations are using Chute to put UGC to work for them and their partners.

1. Visual Proof

From the days of film cameras and projectors to today’s Instagram feeds, marketing a destination, hotel or attraction has always called for amazing visuals. According to our research, a website with gorgeous images brings in a huge 84% of customer engagement. Chute makes is easy to add the most effective form of visual content – authentic visuals – to your online properties.

NYC & Co, the DMO for New York City, promotes the #SeeYourCity hashtag both on their social platforms and throughout the city. They have the ability to gather and get the rights to this content through Chute and then on their website, they use this content and the Chute API to create an interactive map and gallery where travelers and locals can discover restaurants, places to stay and things to do – all of it tied to geo-location to simplify travel planning.

Florida Space Coast also displays UGC on their website by using Chute’s out-of-the-box displays, which are simple to build, embed and customize. This homepage display showcases UGC and promotes a page dedicated to authentic travelers experiences on the destination’s website.

2. Drive Bookings

Palm Springs takes the user-generated content they feature to drive the promotion of local places to stay, dine, shop and even get married. These pages feature carousels that visitors can scroll though. Clicking on an image allows the viewers to learn more about the place being featured to lead to more bookings. The visitor can then click through to learn even more about the local business mentioned.

3. Capture on the go

Being a travel marketer sometimes means that the destinations your promoting are miles away. That’s why it’s so important to have a way to manage and publish content on the go. ‘Capture App’ is Chute’s own mobile application where you or members of your team can take pictures, get rights from people in the shot, and publish right on the spot!  Norwegian Cruise Line uses the app to enable employee on their ships to capture amazing serendipitous moments that only they usually witness. No, you can source your photos in real-time from employees, volunteers, partners, and regional DMO’s without needing to be on a laptop or computer.

4. Blog Content

Creating visual-filled blog posts is now a whole lot easier for destinations like Visit Alexandria, which has started to utilize Chute Stories. Instead of having to take or buy and upload photos, marketers can simply embed the user-generated content created and shared by locals and travelers alike. 

Here, you can see how Visit Alexandria used Chute Stories to share some top spots travelers can go to capture amazing photos for Instagram. The content can either be gathered by searching a brand’s curated library or the wider Instagram and Twitter platforms. 

5. Social Posting

Lastly, many brands are using Chute to make social posting easier. Authentic media outperforms stock or staged content exponentially on social media. Why? Because it feels native to the platform and less like an advertisement. With travel marketers already sourcing their user-generated content through the Chute platform, publishing an amazing image or video straight from there to Facebook, Instagram or Twitter is the next logical step. Check out one recent re-share from Travel Yukon‘s Instagram account below! Note that they always still give credit to the original content creator. Not only is doing this considered good online etiquette but it also reaffirms that the image is authentic and created by another real traveler. 

About The Author

Monica is a book hoarder and gets overexcited about community-driven marketing. She lives in New York City and dreams of a day when a landlord will let her have a cat.

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