The power influencers has over audiences has been fading for a while now, as audiences, especially Gen Z, grow tired of overly curated and inauthentic content.

Often driven by sponsorships, influencer’s posts are increasingly viewed as staged and disconnected from real experiences, which has lead to huge a decline in trust; influencer marketing is at it’s lowest level in 5 years, averaging just 2.05% in engagement.

In their place, user-generated content (UGC) is rising, which 60% of consumers deem to be the most trustworthy form of content.

Created by everyday people sharing their genuine experiences, UGC offers a raw, unfiltered perspective that resonates far more with today’s sceptical audiences. A candid review or an off-the-cuff video feels relatable in a way influencers often cannot match.

What is UGC?

UGC refers to any form of content - whether photos, videos, reviews, or social media posts - created by everyday people who have interacted with a brand, not by paid influencers or marketing professionals.

It’s raw, (seemingly) unscripted and, most importantly, authentic. A guest sharing a snapshot of their hotel room, a group of friends raving about a meal at a local restaurant, or even a short video tour of a resort taken by a visitor - these are all examples of UGC.

This authenticity is what sets UGC apart from traditional influencer marketing. Influencers are often seen as part of the marketing machine, compensated to deliver a specific message. 

But UGC? It's created by real people who are genuinely excited about their experiences, and that resonates with people - especially Gen Z.

Influencers vs. UGC: What’s the Difference?

The difference between influencers and UGC lies in trust and relatability. Influencers have built careers on carefully curated content, often backed by sponsorships.

While some influencers do maintain authentic connections with their followers, their content is frequently seen as polished and commercialised. 

As a result, Gen Z - a generation known for their skepticism and desire for authenticity - has become increasingly wary of influencer-driven campaigns.

They are keenly aware of how edited and manufactured many influencer posts can be, often including filters, Photoshop, or strategically placed products to create a picture-perfect scene.

In contrast, UGC offers a much more relatable, low-barrier-to-entry form of content. It’s not about professional-level photography or cinematic video skills; it’s about real-life experiences shared by ordinary people.

This rawness is particularly appealing to Gen Z, who have grown up surrounded by digital content and can easily spot when something feels fake or overly edited. They crave authenticity and are more likely to engage with brands that foster real connections rather than those that rely on staged influencer partnerships.

China’s Key Opinion Leaders

In China, where digital trends often emerge years ahead of the West, the influencer model has been losing ground for close to 10 years. 

There, influencers are known as Key Opinion Leaders (K.O.L.s), and for years they dominated the market. But then Key Opinion Consumers (K.O.C.s) started to take up ground for the exact same reason as in the west: Chinese consumers started to get fed up of the forced, manicured partnerships that clearly only exist for money’s sake.

Skepticism isn’t just on the rise in the west, but across the globe, and as it grows, authenticity becomes more important.

The Rise of "Social Proof" and UGC

While UGC may feel like a new trend, it’s rooted in an age-old psychological principle: social proof. 

For decades, people have sought validation and reassurance from their peers before making decisions, especially in unfamiliar situations. 

Older generations relied on word of mouth; Millennials turned to platforms like TripAdvisor for written reviews and testimonials before booking hotels or choosing restaurants. Reading about others’ experiences gave them confidence in their choices.

Now, the dynamic has evolved. Instead of written reviews, people search for videos of the experiences, see who is filming it and make a decision from there.

This shift is particularly important for Gen Z, who prefer to see rather than read about an experience.

What UGC Means for Hospitality Brands

In the hospitality industry, experience is everything. The sector is built on creating memorable moments for guests, whether in a hotel, restaurant, café, or bar. 

This makes UGC particularly powerful for hospitality brands, as it provides a direct, authentic window into these experiences.

Gen Z is not just looking for the most luxurious hotel or the trendiest restaurant. They want to see what the experience is really like, through the eyes (or cameras) of people who have been there. 

This is why UGC is such a valuable asset for hospitality brands. When guests share their authentic experiences, it adds credibility that traditional influencer partnerships often lack.

Moreover, the interactive nature of UGC means it can easily go viral. A guest sharing a video of your hotel’s rooftop pool or a brunch spread at your restaurant could inspire hundreds, if not thousands, of others to visit. 

The power of this type of content is that it feels real and accessible. It’s no longer just about professional creators; anyone with a phone and a story can contribute.

Leveraging UGC for Your Hospitality Brand

So how can your hospitality brand harness the power of UGC and adapt to this shift in consumer behaviour?

1. Encourage Guests to Share: By creating moments at your venue that are worth sharing, offering perks for tagging your brand, or setting up visually appealing areas for guests to photograph, you can inspire your guests to create content naturally.

2. Highlight Real Experiences: Incorporate UGC into your marketing strategy. Feature authentic guest photos, videos, and reviews on your social media platforms, website, and even in advertisements. This not only builds trust but also provides a more genuine depiction of what potential customers can expect.

3. Foster a Community: Engage with everyday consumers who share their experiences. These people can become powerful advocates for your brand without the need for paid partnerships. By reposting their content, responding to their reviews, and showing appreciation, you can build a community of brand loyalists who promote your business authentically.

4. Embrace TikTok and Similar Platforms: As TikTok continues to rise in popularity, it’s important for hospitality brands to explore these less curated, more authentic platforms. Encourage your guests to create content that feels raw and real, rather than overly polished, and tap into the trend of relatable, everyday experiences.

The evolution from influencers to UGC signals a big shift in how brands should approach marketing, especially in hospitality. 

Gen Z’s hunger for authenticity offers a huge opportunity for brands to deliver real, relatable experiences and not worry about perfection.

To learn how to further appeal to Gen Z’s values and behaviours, download our The Gen Z Design Blueprint. This guide will help you design spaces and experiences that resonate with your future audience, ensuring your brand’s success in an ever-changing landscape.