Today’s consumers trust people more than adverts. UGC not only feels more authentic, but it performs better. It’s real, relatable, and drives engagement far beyond traditional marketing. For experience-led brands, it’s the fastest route to building credibility and emotional connection.

Perfect is out. Real is in. People often see through overly curated feeds and glossy perfection. They’re drawn to moments that feel lived-in - the laughter, chaos, and charm of the unexpected. Authentic content doesn’t just stand out; it sticks in people’s minds.

Google isn’t the first stop anymore - TikTok and Instagram are. Younger consumers now search social platforms for where to stay, eat, and explore. If your brand isn’t visible there, you’re missing the moment of decision.

Organic reach is down, and ads can be expensive if you don’t know who you’re targeting. These days, growing your audience means posting consistently, creating content people actually want to engage with, and understanding how each platform works. It’s not about shouting louder - it’s about showing up smarter.

It’s not enough to talk to your existing followers. You need to reach new people - the ones searching for travel ideas or scrolling for inspiration. That means creating content that’s built to be shared, seen in search, and picked up by the algorithm. Hashtags help, but they’re not the whole answer. Your content needs to work harder.

Short-form video’s now the most powerful format for reaching and engaging audiences. Reels, TikToks and stories are dominating feeds and driving traffic. But video alone isn’t enough. Without a plan to turn views into value - whether that’s email signups, direct bookings, or product sales - video becomes just noise. The key is combining great content with clear objectives and smart calls to action.