Pictures or it didn’t happen / We’ve all been there. In a bid to capture the moment, you ask the nearest person whether they can take a picture of you, only to be left with something you would never want to share on social media. The lighting is awful, the angle is off and… well, it’s just not great. By upskilling its staff in a way that benefits its customers, Hilton helps its guests share high-quality photos from its venues on their social profiles.
User-generated content (UGC) can be crucial when it comes to acquiring new customers. According to Everyone Social, ‘Instead of just the brand promoting itself, you now have consumers or employees creating on the organisation’s behalf, talking about the product, services, or company culture.’ Research suggests that consumers find UGC as much as 9.8 times more impactful than influencer content, with 79% of people saying that it highly impacts their purchasing decisions. For Hilton, it boils down to providing a more shareable experience to bump the amount of user-generated content being distributed.
Curated content / Not all UGC is created equal – unflattering images can damage an otherwise carefully manicured image. With the Waitographer initiative, Hilton takes back control of content featuring its venues and creates an opportunity for a bit of image management. Guests’ personal images can be rather unpredictable, so it’s in Hilton’s interest to facilitate better photographs and depict a more attractive experience. The initiative also positions Hilton as a brand that understands its guests, as it aligns with existing behaviour (holiday and meal photography) and solves a common pain point. It says a lot about the hotel’s commitment to customer service – if Hilton is training its waiters to take great holiday snaps, just imagine what other small details they have covered.
