| TL;DR: User-generated content (UGC) from happy guests like photos, reviews, and videos is more than just feel-good feedback. It can power your entire digital marketing funnel, from attracting new leads to converting bookings and keeping past customers engaged. This article breaks down exactly how to use UGC across your website, social media, ads, and emails to build trust and drive results. |
If you’re running a charter business or outdoor tour company, you’re sitting on a marketing goldmine: your guests. Every photo they snap, every glowing review they post, and every casual tag on social media holds more value than any stock image or ad creative you could pay for.
The reason? It’s authentic. UGC doesn’t feel like marketing—it feels like a friend’s recommendation. And in an industry built on trust and experience, that’s exactly the type of content that moves the needle.
But collecting UGC is only half the job. To make it work for your business, you need to strategically feed it into your entire marketing funnel.
Here’s how to do it.
Top of Funnel: Attracting New Visitors with UGC
At the awareness stage, your goal is to get noticed and spark curiosity. UGC is ideal here because it acts as social proof in real time.
- Use guest photos in social media content
Instead of constantly designing polished graphics, use raw, real guest photos on Instagram, Facebook, and even Pinterest. Add short captions like:
- “Another awesome catch from [Guest Name] last weekend!”
- “Sunset smiles at Coral Sea Marina.”
Tag the guest (with permission) and encourage others to do the same. Not only does this build community, but it also extends your reach into their personal networks.
- Run social ads with UGC
Boosting an authentic review or guest photo often outperforms traditional ads. It feels less like a promotion and more like a friend’s experience. Add a caption like:
- “Real photos from real guests. Ready for your own adventure?”
If the guest tagged you on Instagram or left a review on Facebook or Google, ask for permission and reuse it in your ad creative.
- Feature UGC in blog content
Writing a post on “What to Expect on Your First Deep Sea Charter”? Drop in real guest photos, quote a 5-star review, or even embed a TikTok someone shared on their trip. This keeps your content grounded in real experiences and helps your blog rank for long-tail keywords like “fishing trip Port Stephens review.”
Middle of Funnel: Building Trust and Nurturing Leads
At this stage, potential customers are comparing operators. They want proof that you deliver what you promise. UGC provides that proof.
- Add review highlights on your homepage and service pages
Don’t just rely on testimonials in a separate “Reviews” section. Sprinkle them across your homepage, service details, and booking pages.
Example:
“Couldn’t have asked for a better day out on the water. Our guide was a legend!” – Sarah, Sydney
Pair it with a photo of Sarah holding a big catch (with permission) and you’ve instantly increased trust without saying a word yourself.
- Use video clips in your email automations
When someone signs up for your mailing list, you probably send a welcome email. Instead of writing paragraphs about why your charters are great, include a short guest video or Instagram Reel.
“Here’s what guests are saying…” followed by a 30-second clip of a happy guest showing off their catch or enjoying the boat does far more than any bullet point list of benefits.
- Create social proof galleries or carousels
On both your website and social media, group multiple reviews or guest photos into swipeable carousels. Seeing dozens of real faces and testimonials in one place builds trust faster than any design-heavy banner ever could.
Bottom of Funnel: Converting Leads into Bookings
Once someone is ready to book, you need to reduce friction and eliminate hesitation. UGC can help push them over the line.
- Embed UGC in your booking process
Add recent guest photos and reviews right next to the “Book Now” button or within your calendar/checkout flow. This works especially well for guests comparing multiple dates or unsure about weather, timing, or group size.
Example:
Next to a Saturday date:
“Best Saturday trip I’ve ever taken. Calm seas and heaps of bites!” – James, Cairns
- Use urgency + real guest feedback in retargeting ads
If someone visits your site but doesn’t book, retarget them with ads showing recent UGC. Use captions like:
- “Still thinking about a trip? Here’s what you’re missing…”
- “This could be you next weekend.”
That blend of FOMO and social proof is a powerful nudge.
Post-Trip: Retention, Referrals, and Advocacy
Your funnel doesn’t stop at the booking. Happy guests are your best future marketers.
- Set up automated review requests with incentives
After the trip, send an email or SMS asking for a review, with a direct link to Google, Facebook, or TripAdvisor. Sweeten the deal by offering a discount for a return trip or a chance to win a monthly prize.
- Turn guests into content creators
Encourage guests to tag you in their social posts by giving them a reason to. Example:
- “Tag us in your photo and we’ll feature our favourites every Friday!”
- “Every tagged photo enters you in a monthly draw for free merch or discounts.”
You’ll build a library of real, relevant content you didn’t have to create yourself.
- Build loyalty emails around guest stories
Don’t make every email about promotions. Share a guest story or a photo montage from last weekend’s tour. People love seeing themselves or others having fun, it reminds them why they booked in the first place.
Final Thoughts: UGC Isn’t Just for Social Media
If you’re only reposting guest photos to Instagram, you’re underutilising one of your strongest marketing assets. Real guest experiences can fuel every layer of your marketing funnel, from discovery to booking and beyond.
The key is to systemise it. Make collecting and using UGC part of your process, not just something you do when you have extra time.
Because when guests see people like them having unforgettable experiences, they don’t just want to like the photo. They want to book the trip.
