Everyone wants UGC. The problem is, most travel brands end up with pretty videos that get likes but don't drive bookings.

After working with dozens of vacation rental and tour operator clients, we've identified what separates UGC that converts from content that just looks good. Here's how to get it right.

Why Most Travel UGC Fails

Three common problems:

  • Wrong creators — Lifestyle influencers make aspirational content, not conversion content
  • Bad briefs — Vague direction leads to unusable footage
  • Wrong format — Content made for organic doesn't work for ads

UGC that converts needs to feel authentic while still selling. That's a specific skill.

Finding the Right Creators

Forget follower counts. Look for these traits:

1. Natural Presenters

They should be comfortable on camera without being "performative." The goal is relatable, not polished.

Watch their existing content. Do they feel like a friend recommending something, or a spokesperson reading a script?

2. Relevant Demographics

Match creators to your target guest. If you rent luxury beach houses to families, use creators who look like your guests — not 22-year-old solo travelers.

3. Ad-Ready Portfolio

The best UGC creators have experience making content for paid ads. Ask for examples of past ad work, not just organic posts.

Where to Find Them

  • UGC platforms — Billo, Insense, JoinBrands
  • Creator marketplaces — Fiverr, Upwork (search "UGC creator")
  • Direct outreach — Find creators in your niche on TikTok/Instagram
  • Past guests — Real guests make the most authentic content

Writing Briefs That Work

Vague briefs produce unusable content. Be specific.

The Essential Brief Components

1. Hook options (3-5 variations)

Give creators specific opening lines to try. The hook is the most important part of any ad.

Examples for a vacation rental:

  • "POV: You just arrived at your beach house rental..."
  • "This is why we stopped booking hotels..."
  • "Found the perfect house for our family reunion..."

2. Key messages to include

List the 3-5 points the content must communicate. Don't leave this to chance.

  • Private pool and hot tub
  • Steps from the beach
  • Sleeps 12 comfortably
  • Fully stocked kitchen

3. Shot list

Specify exactly what footage you need:

  • Exterior approach shot
  • Reaction walking through front door
  • Kitchen walkthrough
  • Master bedroom reveal
  • Pool/outdoor space
  • View from the deck

4. Technical requirements

  • Vertical format (9:16)
  • 15-30 second length
  • Natural lighting preferred
  • Deliver raw footage + edited version

Content Formats That Convert

Not all formats work equally well. For vacation rentals and tours, these consistently outperform:

1. Property/Experience Walkthrough

First-person tour of the space or experience. Simple, effective, and easy to produce.

2. "Day in My Life" Style

Show the guest experience from arrival to departure. Works especially well for unique properties or tours.

3. Problem-Solution

"We were tired of cramped hotel rooms..." → Show the spacious vacation rental solution.

4. Reaction/Reveal

Genuine reaction to seeing the property for the first time. Hard to fake, but powerful when authentic.

5. Before/After

Show the contrast between ordinary travel and your experience.

Working With Past Guests

Your best UGC might come from real guests. Here's how to capture it:

  • Incentivize content — Offer a discount on their next stay in exchange for footage
  • Provide prompts — Give them specific questions to answer on video
  • Make it easy — Create a simple submission process (Google Form + file upload)
  • Get usage rights — Have a simple agreement for using content in ads

Guest content often outperforms professional UGC because it's genuinely authentic.

Editing for Ads vs. Organic

UGC for ads needs different editing than organic content:

  • Front-load the hook — First 2 seconds must stop the scroll
  • Faster pacing — Cut anything that doesn't add value
  • Captions always — Most people watch without sound
  • Clear CTA — Tell viewers what to do next
  • Multiple versions — Test different hooks with the same footage

Testing and Iteration

Don't expect your first UGC to be a home run. Plan for testing:

  • Order 3-5 variations from different creators
  • Test different hook styles
  • Measure cost per booking, not just engagement
  • Double down on what works, cut what doesn't

Budget Guidelines

What to expect to pay:

  • New UGC creators — $50-150 per video
  • Experienced creators — $150-400 per video
  • On-location shoots — $500-2,000+ (includes travel)
  • Guest incentives — $50-200 discount per submission

Start with remote creators and platform-sourced talent. Graduate to on-location shoots once you know what works.

Measuring Success

Track these metrics for each piece of UGC:

  • Hook rate — % who watch past 3 seconds
  • Hold rate — % who watch 50%+
  • Click-through rate
  • Cost per booking
  • ROAS

The best UGC often isn't the most "beautiful" — it's the content that drives action.