What Actually Makes Me Book a Trip
Updated: Mar 26
From Aesthetic to Authentic: How UGC Builds Trust
I want to be upfront about where this is coming from. I'm not an established travel creator. I'm a digital marketing student with a whole 177 TikTok followers and a humble 2.5K Instagram followers. However, I travel, notice things, and have recently started approaching independent hotels and hostels about content collaborations. Some said yes, some looked at my follower count and said no. Trust in travel is really built by real people sharing real experiences, so why is the industry still gatekeeping?
In this article
Anyone who knows me knows I collect experiences and stories - or, as I like to call them, plot twists - like infinity stones. Many of my best twists unfold while traveling. Whether solo or with friends and family, I almost always end up making booking decisions, unintentionally positioning myself as both a consumer and a target audience for travel marketing.
Through studying digital marketing, I've started noticing interesting habits in my own booking habits. I rarely choose accommodation based on polished, brand-produced advertising alone. Everything starts to blend together after a while, especially in the travel market. Instead, I narrow my decisions by comparing real guest experiences, honest reviews, and travel user-generated content (UGC) that communicates atmosphere, personality, and lived experience. I could have several possibilities for a trip open on multiple tabs, and the thing that will make my decision is the content that shows me what the real experience is.
This personal shift mirrors a wider behavioral trend. Travelers are increasingly looking for relatability and authenticity when making travel decisions. Consumers seek experiences rather than simply places to stay. I've found that UGC can evoke emotion and builds trust in a way that polished ads can't.
What Is Travel User-Generated Content (UGC)?
User-generated content (UGC) refers to media created and shared by everyday travelers rather than brands.
User-generated content plays a central role in the travel industry, including reviews, photos, videos, testimonials, and social media posts. In contrast to branded content and advertising, UGC is perceived as more trustworthy and authentic due to its reflection of lived experiences rather than a curated message.
In the context of travel, UGC includes Google reviews, TikTok walkthroughs, tagged Instagram posts, and community recommendations that shape perception before a booking.
When I thought about how I actually book trips, I realized I follow the same patterns every time, leading me to think of the process more intentionally. This led me to my V.I.B.E.S framework. (I did, in fact, choose the word vibe for a reason). I instinctively think through the lens of a vibe to decide whether something feels right.
This model connects consumer behavior theory with my practical travel marketing strategy, while demonstrating how travel user-generated content can influence booking decisions. It reflects established research, the behavioral patterns I observe as a traveler, and the strategic approach I bring to travel UGC creation. (Cox, 2009; eWOM 2.0, 2024).
For independent travel brands trying to stand out in saturated markets, understanding how UGC builds trust is essential. Brands interested in strengthening their travel content strategy can request a Travel Content Audit to identify opportunities for authentic storytelling.
How does this help?
Academic studies and research show that community-created travel content increases destination interest while simultaneously reducing the perceived risk (Nguyen & Tong, 2022). By providing peer-generated insights, reviews, and lived experiences, UGC functions as electronic word-of-mouth, offering reassurance in high-involvement purchase situations (Ukpabi & Karjaluoto, 2018). However, these studies tend to focus on general trends instead of the specific decision-making moments that I have experienced during booking.
Source credibility theory further explains this influence, suggesting that information provided by relatable, peer-level sources is perceived as more trustworthy than brand-produced content (Hovland & Weiss, 1951). In saturated markets like travel, where polished marketing alone struggles to differentiate brands, authenticity and clear storytelling are what actually make people trust a brand. As a result, UGC travel marketing has become an increasingly important approach for brands seeking to reduce perceived risk and influence consumer decision-making.
For independent travel brands seeking to build trust and grow their audience in this environment, understanding these behavioral mechanisms is key. The V.I.B.E.S framework below translates these insights into a practical, applicable strategy.
(Mitchell, 1999; Nguyen & Tong, 2022; Ukpabi & Karjaluoto, 2018).
V – Visual authenticity
One of the first things I do when booking accommodation is look at videos or images of a stay or brand. This is the first thing that helps me decide whether or not to trust a company.
In high-involvement purchase categories like travel, authentic imagery narrows the gap between expectation and
reality, strengthening confidence in a brand. Storytelling through visuals becomes a powerful tool for reassurance, shaping a customer's perception and increasing their purchase intention.
Visual authenticity is not about lowering production quality, but about increasing credibility. Integrating user-created visuals with brand imagery creates a more rounded and trustworthy narrative, which is why UGC travel marketing works so well. A short-form room walkthrough, an unfiltered glimpse of a rooftop bar at sunset, or a tagged photo capturing the genuine atmosphere of a shared dorm can communicate far more than staged visuals alone. (Nguyen & Tong, 2022; Sujatmiko, 2025).
I – Informational transparency
During a recent trip with a group of friends, we stayed at a hostel that appeared very informative when researching its location and amenities. However, several points of confusion emerged during our stay, where additional clarity would have been helpful. For example, towels were not included, the luggage storage lockers were unexpectedly complicated to operate, and breakfast arrangements needed to be confirmed the night before. While none of these details were major issues on their own, discovering them only after arrival disrupted the flow of our stay.
Clear, accessible information plays a significant role in reducing ambiguity during the booking or purchasing process. User-generated content has the ability not only to reveal details that brand-produced content may overlook, but also to create open communication around practical logistics and expectations. This transparency strengthens trust by helping travelers feel informed and prepared before they arrive.
For example, a guest-created video explaining how the luggage lockers functioned at my previous stay would have been incredibly useful during the research stage. Entering the experience with that knowledge would have allowed us to feel prepared rather than uncertain. (Hafidz, 2025; Mitchell, 1999).
B – Belonging & personality
When I travel solo, safety is always at the front of my mind. I often find myself wondering how I can determine the comfort and atmosphere of a trip before embarking. Instead of consuming solely aesthetic content and material, I am far more interested in the general environment, or as I like to say, the aura.
Research on para-social interaction suggests that viewers can develop emotional alignment and trust with individuals they encounter through media. In the context of travel, this means that seeing real travelers share their experiences can truly influence perception and confidence. For example, watching a solo traveler describe how safe she felt in a part of a city would immediately reassure me before committing to a booking.
This sense of belonging extends across different travel contexts. A family might feel reassured seeing other families enjoying an excursion with children of all ages. Newlyweds might look for visible cues that a destination provides a peaceful and intimate atmosphere for a honeymoon. Similarly, a group vlog showing connection and community in a shared hostel kitchen communicates far more about the experience than polished promotional imagery alone. (Labrecque, 2014; Sokolova & Kefi, 2020).
E – Ease & convenience
I am always conscious of the flow of my travels. The path of least resistance means less time spent managing stress and more time spent collecting experiences and stories along the way. Because of this, ease and convenience are top priorities when I make booking decisions.
When planning travel, factors such as location clarity, time-saving logistics, and overall planning simplicity can all shape how confident a consumer feels in making a booking. No one wants to spend their trip problem-solving, and if something seems complicated before an experience, it is less likely that a traveler will commit to a booking. Research supports this as consumer decision theory shows that perceived effort strongly influences purchasing behavior (Martins, 2025).
User-generated content can demonstrate this convenience in ways that brand marketing often cannot. Evidence of a clear booking walkthrough, a video showing how close a stay is to a train station, or a creator demonstrating how intuitive a check-in process is can all reduce uncertainty. When travelers can clearly see how easy an experience will be, they are more likely to move forward with a purchase. If something feels complicated at this stage, I am less likely to book it.
S- Social proof
With all of the uncertainties that travel entails, hearing feedback from other travelers is invaluable. Before committing to a booking, I always check reviews to support my final decision. Knowing that others before me thoroughly enjoyed a tour, traveled with ease, or had a peaceful stay allows me to envision a similar outcome for myself.
Reviews function as electronic word-of-mouth and serve as a form of social proof, strengthening consumer trust.
When potential guests can see that others have already validated an experience, hesitation decreases and booking confidence increases. This is the last step of my booking process, and will either change or confirm my decision.
V.I.B.E.S. Experience
Together, the V.I.B.E.S. framework provides strategic momentum for user-generated content in the travel industry. It shifts brands from producing advertising content to making experiences better for both travelers and the companies that serve them (Hafidz, 2025; eWOM 2.0, 2024; Ukpabi & Karjaluoto, 2018).
In Conclusion
In a saturated travel market, authenticity has become a competitive advantage.
The brands that stand out will be the ones that move beyond big-budgeted, shiny, aesthetic marketing, and instead start amplifying and telling real stories...
The kinds of experiences travelers like me are eager to collect. :)
Practical Applications for Travel Brands
• Encourage guests to document real moments during their stay
• Feature guest-created content alongside professional photography
• Highlight experiential moments, not just amenities
Ready to move from aesthetic marketing to authentic storytelling?
Many travel brands underestimate how potential guests actually interpret their content. If you’re an independent travel brand looking to strengthen trust and emotional connection through strategic UGC, request a Free Travel Content Audit or explore collaboration opportunities.
Ari is a digital marketing student and travel content creator exploring how user-generated content shapes modern travel decision-making.
More Travel UGC Examples:
Luxury Hotel Stay - Elevated UGC Example
Bakery UGC - Connection & Experience Based
Restaurant UGC - Experience Based
Realistic Airbnb Impression
Hostel Reality Exceeding Expectation
References
Cox, C., Burgess, S., Sellitto, C. and Buultjens, J. (2009). The Role of User-Generated Content in Tourists’ Travel Planning Behavior. Journal of Hospitality Marketing & Management, 18(8), pp.743–764. doi:https://doi.org/10.1080/19368620903235753.
Electronic word of mouth 2.0 (eWOM 2.0) – The evolution of eWOM research in the new age. Journal of Business Research, 176, 114587–114587. https://doi.org/10.1016/j.jbusres.2024.114587
Hafidz, A. and None Dyas Erlangga (2025). The Role of Social Media and User-Generated Content in Traveler Decisions: A Literature Review. Journal of Tourism and Creativity, 9(1), pp.91–98. doi:https://doi.org/10.19184/jtc.v9i1.53690.
Horton, D. and Wohl, R. (1956). Mass Communication and Para-Social Interaction: Observations on Intimacy at a Distance. Psychiatry, 19(3), pp.215–229. doi:https://doi.org/10.1080/00332747.1956.11023049.
Labrecque, L.I. (2014). Fostering Consumer–Brand Relationships in Social Media Environments: The Role of Parasocial Interaction. Journal of Interactive Marketing, [online] 28(2), pp.134–148. Available at: https://ideas.repec.org/a/eee/joinma/v28y2014i2p134-148.html.
Martins, W.S., Martins, M. and Morais, E.P. (2025). Exploring the Influence of Social Media on Tourist Decision-Making: Insights from Cape Verde. Tourism and Hospitality, [online] 6(1), p.45. doi:https://doi.org/10.3390/tourhosp6010045.
Mitchell, V. (1999). Consumer perceived risk: Conceptualisations and models. European Journal of Marketing, [online] 33(1/2), pp.163–195. doi:https://doi.org/10.1108/03090569910249229.
Nguyen, T.T.T. and Tong, S. (2022). The impact of user-generated content on intention to select a travel destination. Journal of Marketing Analytics, 11, pp.443–457. doi:https://doi.org/10.1057/s41270-022-00174-7.
Savolainen, T. and Lopez-Fresno, P. (2013). Trust as Intangible Asset ‑ Enabling Intellectual Capital Development by Leadership for Vitality and Innovativeness. Electronic Journal of Knowledge Management, 11(3).
Sciencedirect.com. (2019). Telematics and Informatics | Journal | ScienceDirect.com. [online] Available at: https://www.sciencedirect.com/journal/telematics-and-informatics.
Sujatmiko, Novita Rosanti, Ar, D.P. and Salam, K. negara (2025). User-Generated Content (UGC) and Its Impact on Tourism Marketing: A Systematic Literature Review. Golden Ratio of Mapping Idea and Literature Format, [online] 5(2), pp.97–107. doi:https://doi.org/10.52970/grmilf.v5i2.14.
Sokolova, K. and Kefi, H. (2020). Instagram and YouTube Bloggers Promote it, Why Should I buy? How Credibility and Parasocial Interaction Influence Purchase Intentions. Journal of Retailing and Consumer Services, 53(1). doi:https://doi.org/10.1016/j.jretconser.2019.01.011.
Insightful
very niceeeeee
very interesting blog!!
I loved it, will try to travel solo once, its a different experience I need to encounter
UGH! I love this so much. I also try to find UGC content or really detailed customer reviews when looking for a place to go and where to stay once there.
I will definitely start using your V.I.B.E.S. model to make my travel decisions in the future!!