Consumer Generated Media (CGM)

The definition: Typically, consumer generated media includes opinions, experiences, advice and commentary about products, brands, companies and services, usually formed by a personal experience. These opinions emerge in the form of consumer created postings on review sites, Internet discussion boards, forums, blogs and social networks. CGM can include text, images, photos, videos, podcasts and other forms of media.

Internationally, studies show that 1 in every 20 Internet browsers use CGM once during every web interaction; more consumers use the Internet to gather information, compare products and participate in product reviews now than ever before.

How & Why The Hotel & Hospitality Industry Should Harness This Media?

In the hospitality industry, this tool offers the distinct ability to humanise the hotel product.

  • CGM can be used as a consumer feedback mechanism
  • Consumers place far more trust in their fellow consumers than they do in traditional marketers and advertisers
  • Build brand awareness, credibility and therefore loyalty
  • It is a source of continuously generated content, usually containing lots of links which can help your search engine optimisation.
  • Build your press mentions
  • Provide yourselves with a full audit trail which can be analysed to help make strategic decisions for your business

CGM content can be harnessed in a number of ways:

  • Reviews of your hotels can appear alongside availability enabling potential customers to make an informed purchase.
  • Provide an online guestbook within your website where potential customers can browse through reviews or search for reviews on a particular hotel or region.
  • Create a 'soft branded' website purely to stimulate conversation about your hotels and products.

Interested? Get in touch to find out more.

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