Practical guide · Hotels
What is the difference between UGC and an advertising video?
By the Séjournée editorial team · Sources checked on · Updated on · Published on
UGC describes the origin or style of content. Advertising describes its commercial use. They are not mutually exclusive: a UGC video can also be an advertisement for your hotel.
In marketing conversations, “UGC” often means content commissioned from a creator in a personal, experience-led style. Strictly speaking, that is different from a guest sharing a stay entirely on their own initiative.
This distinction affects the brief, budget, rights and how the content should be presented to viewers.
Three different situations
A guest’s spontaneous content
A guest films a stay without the hotel commissioning it. That does not automatically give the property permission to download the video and use it in a campaign.
Ask for appropriate permission before reuse. Tagging the hotel is not an advertising licence.
A commissioned creator video
The hotel orders a room tour, breakfast demonstration or stay narrative. The creator produces files against an agreed brief.
That may be the full assignment. A post on the creator’s account is not automatically included. Audience distribution is a separate service, which matters if your objective is to reach that audience as well as obtain content.
A brand film produced for advertising
The brand develops a message, script, production plan and distribution versions. The production can be elaborate or deliberately simple.
A brand advertisement might use a conversational testimonial style. A creator video can require substantial planning. Neither label reliably tells you how much work is involved.
Compare the right dimensions
| Dimension | Commissioned creator content | Brand advertising film |
|---|---|---|
| Common perspective | An experience presented by a person | A message developed by the brand |
| Preparation | Brief, scenes and review | Concept, script and production |
| Possible distribution | Website, social and authorised advertising | Channels specified in the rights |
| Audience included | Only if posting is agreed | Only if distribution is arranged |
| Selection criterion | Ability to explain a useful experience | Ability to communicate the intended message |
These are practical tendencies, not fixed boundaries. Compare equivalent deliverables and rights, rather than choosing between the words “UGC” and “advertising”.
Which approach suits your hotel?
Start with the prospective guest’s question.
“What is the room actually like?” A creator-led tour can show the layout, bathroom and route to the terrace.
“Why should I choose this property?” A brand production can develop a distinctive atmosphere and consistent visual identity.
“Will this stay work for my needs?” A practical video can explain late arrival, parking or restaurant access. Accuracy is particularly important here.
None of these approaches guarantees results. The message, landing page and booking conditions also influence whether someone takes the next step.
Two briefs for the same property
These examples are fictional starting points.
Experience brief: a vertical video showing arrival, the actual room category used and breakfast. Objective: help a couple picture a short stay. Files are delivered for hotel-owned channels; posting on the creator’s account is not included.
Campaign brief: three versions of a weekend-offer message. Objective: test three opening angles with a defined audience. Include offer conditions, advertising rights, captions and a matching booking page.
A UGC creator could produce the second assignment too. What makes it a campaign is the distribution and testing plan, not whether the camera is a phone.
Keep the presentation honest
Content that looks personal should not pretend to be a spontaneous review when it was commissioned.
For activity falling within French commercial-influence rules, the Ministry of Economy explains disclosure requirements. The commercial relationship must be identifiable, including where a stay forms part of the compensation.
Never ask someone to invent an experience. Show services guests can actually access, and make relevant conditions clear: season, room category, booking requirements or extra charges. A factual limitation is more useful than an unsupported promise.
What to decide before requesting a quote
Write down three separate points: what you are buying, who will publish and where the video may run.
This avoids paying for an audience you do not need, or expecting a creator post that was never included.
Use the hotel UGC guide and UGC usage-rights guide to develop the brief. The French Ministry of Economy also explains the scope of commercial influence, which is not determined solely by the marketing label in a quotation.
Frequently asked questions
Can a UGC video also be an advertisement?
Yes. A video that looks informal can be commissioned, paid for and used in an advertising campaign. Its filming style does not, on its own, determine its commercial nature.
Must a UGC creator post on their own account?
Not necessarily. Producing files for the hotel and publishing to the creator’s audience are separate services. Specify both in the brief and quotation if you need them.
Is UGC always cheaper than an advertising film?
No. Cost depends on work, travel, versions, casting and usage rights. A complex creator production can cost more than a straightforward advertising video.
Can a collaboration be presented as a spontaneous guest review?
No. A commission or benefit should not be hidden to create the impression of an independent review. The applicable disclosure requirements also depend on how it is published.