Practical guide · Properties
Hotel UGC: how do you plan a useful collaboration?
Here, hotel UGC means commissioning a creator to produce stay-inspired content for the property’s own channels. The aim is usable files that address a defined need. Posting to the creator’s audience is a separate service and should be agreed explicitly.
By the Séjournée editorial team · Updated and sources checked on
Key takeaways
- Choose a use before commissioning images.
- Include production, hosting, rights and your team’s time in the cost.
- Check deliverables before measuring distribution.
Distinguish guest reviews, commissioned UGC and influence
An unsolicited review, a commissioned video and a sponsored post are not interchangeable. In this guide, hotel UGC means commissioned production with an experiential style, not an independent endorsement a property can manufacture.
Production for your channels.
Choose content for your website, social accounts or other agreed placements. A relevant portfolio and ability to meet the brief matter more than follower count alone.
Publishing to an audience.
If the creator also posts, define the publications, timing and applicable disclosure obligations. Do not assume posting is included in file delivery.
Choose what the videos should explain
Start with travellers’ questions. Where is the room? What does breakfast look like? Which spaces can guests actually access? A focused series can complement a brand film without replacing it.
Deliverables you can check.
Specify subject, proposed length, format and versions for each video. State whether photos, raw footage, captions or variations are included. Nights do not automatically determine a video count.
An accurate representation.
Identify the room category filmed and which services are included or optional. Avoid making a suite-only amenity look like a feature of every room.
Content you can publish.
Confirm uses and required assets before production. Check music conditions for each channel; an available in-app soundtrack is not a general-purpose licence.
Calculate the full cost of a collaboration
A project can use cash fees, a hosted-stay exchange or both. An available room is not automatically cost-free. Compare the full cost against the same deliverable scope.
Compare providers against one brief.
Agencies, freelancers and UGC creators can each meet certain needs. Compare inclusions, expected quality, availability and organisation. UGC is not always the cheapest option.
Check platform fees.
For Séjournée or another service, consult the current pricing and terms when arranging the project. Service fees, creator compensation and the stay’s value are separate budget items.
| Cost item | What to include |
|---|---|
| Production | Preparation, filming, editing, versions and agreed feedback. |
| Hosting and travel | Nights, meals, transport and services actually included. |
| Opportunity cost | Potential lost income if the room could have been sold. |
| Usage | Licence, possible extensions, channel adaptation and distribution budget. |
| Coordination | Staff time for access, briefing, approval and follow-up. |
Organise the stay and approval process
Before arrival.
Assign a contact and confirm spaces, timing, brief, compensation and cancellation terms. Document rights and revisions. Plan an alternative if an outdoor scene becomes impossible.
During filming.
Provide the correct room and agreed services. Protect guests’ privacy and quiet enjoyment. A quick walkthrough can prevent filming a closed facility or misrepresenting a service.
At delivery.
Consolidate feedback. Check files, spelling, commercial information and permissions. Distinguish a missed brief requirement from a new preference never requested.
Measure usefulness without promising bookings
Start with compliant assets and how many are actually used. Depending on the objective, then track video viewing, qualified visits or campaign enquiries. Agree the indicators before publishing.
Identify visits.
UTM parameters help distinguish campaign links in Google Analytics. Use consistent names, keep personal data out of URLs and operate measurement in line with your obligations.
Recognise attribution limits.
Price, availability and other marketing contacts can affect bookings. An increase after publication does not by itself prove the video caused it. Compare genuinely comparable periods and conditions.
Fictional example: a guesthouse brief
Objective: explain the stay to travellers discovering the property. A proposal to negotiate: three short videos covering arrival, the actual room category and breakfast.
Before the visit, confirm dates, included services, expected versions and a fallback if the terrace cannot be filmed. The licence defines intended use on the guesthouse website and social accounts.
On delivery, one person consolidates feedback against the brief. After approval, each file is stored with permissions and usage expiry information.
Evaluate published assets and visits through identified links. Three videos are an illustrative brief, not a guaranteed quantity for a stay or a booking promise.
Answers
Frequently asked questions
How many videos should you request for two nights?
There is no standard ratio. Set the quantity according to work, scenes, revisions and compensation. The stay must allow enough time for the planned filming.
Must a collaboration happen in low season?
No. A quieter period may improve access, but footage needs to show the services and season relevant to your communication. Check opening dates before scheduling.
Does the creator have to post on their account?
Only if agreed. Supplying hotel files and publishing to the creator’s audience are separate requests.
Does UGC work for villas and guesthouses?
Yes, when the brief and hosting arrangements suit the property. A whole villa, holiday rental and hotel have different access, occupancy and availability constraints.
What if the video does not meet the brief?
Compare the delivery against agreed criteria and follow the revision process. Payment timing, remedies and possible cancellation depend on the applicable agreement.
Sources and methodology
References support the specific points identified in the guide. Our checklists and fictional examples are editorial tools, not customer testimonials or measured campaign results.
- TikTok: commercial music use
A reference for checking intended music use, not a guarantee of rights across every channel.
- Google Analytics: campaign links and parameters
A way to identify traffic; measurement alone does not establish causation.