User generated content from Star and Locations with Lois

At Star we believe user generated content (UGC) is one of the better ways of receiving authentic feedback and allowing your guest to become brand advocates, that's why we have teamed up with Location with Lois to offer a new service.

So why are hotels are leaning into user‑generated content?

For today’s travellers, glossy brochure-style marketing often isn’t enough. Guests want to see real experiences from real people before they commit to a stay. UGC including guest photos, videos, reviews, TikToks and Reels, gives them that unfiltered view and has become a powerful part of the hotel marketing mix.

Research consistently shows that UGC is perceived as more authentic and trustworthy than brand-created content and that it strongly influences purchase decisions and conversion rates. By showcasing real stays and genuine reactions, hotels can bridge the gap between what they promise and what guests actually experience, helping hesitant browsers feel confident enough to “book now” rather than keep scrolling.

How hotels are using UGC across the guest journey

Forward-thinking hotels aren’t just waiting for UGC to appear – they’re actively building it into their marketing and guest journey.

Examples include:

• Featuring guest photos and review snippets directly on the website and booking engine, especially on key decision pages like room types and offers.
• Using branded hashtags and in-room prompts to encourage guests to share content during their stay.
• Reposting and repurposing the best guest content across Instagram, TikTok, Facebook and email campaigns to keep stories fresh and varied.
• Turning recurring themes from UGC (for example, “the comfiest beds” or “amazing breakfast”) into clear, proof-backed selling points in campaigns.

The hotels that win with UGC treat it as an ongoing dialogue with their guests rather than a one-off campaign.

How Star Linen supports hotels with UGC‑style content

At Star, we understand that many properties see the value in UGC but struggle with time, resource or consistency. That’s why we’re supporting our hotel partners with content creation that’s deliberately designed to look and feel like genuine user‑generated content  but with the strategy and reliability of a planned shoot.

Through our collaboration with Locations with Lois, we offer a content creation service built specifically for hotels and accommodation providers. The focus is on:

• Showcasing your unique selling points – from your beds, linens and bathrooms to your spa, leisure, F&B and local experiences.
• Capturing the guest experience in a natural, relaxed way that feels like something they’d see from a friend on social media.
• Creating content with a clear purpose: to inspire, reassure and ultimately drive bookings.

What’s included in the Star Linen and Locations with Lois offer

The package is designed to give you a bank of UGC‑style assets you can use across your website, social channels, email and paid campaigns. It includes:

• Photography that highlights real-feeling guest moments and your key features – think “this could be me” shots rather than posed models.
• Short‑form vertical reels for TikTok and Instagram, ideal for thumb‑stopping storytelling and top‑of‑funnel awareness.
• A range of video formats tailored to how guests actually consume content today, including:
• Aesthetic montages that showcase mood, atmosphere and details.
• Walk‑throughs of rooms and public spaces, helping guests visualise their stay.
• “Day in the life” style content that follows a typical guest journey from check‑in to check‑out.
• Problem/solution videos that address common guest pain points and show how your hotel solves them.
• Hook‑led videos designed for outreach, grabbing attention in the first few seconds for use in ads or organic campaigns.

By combining the authenticity of a user‑generated look with a clear strategic intent, this style of content builds trust, boosts engagement and supports your goal of increasing direct bookings.

To find out more contact us at Star Linen.