In a world oversaturated with marketing messages, what consistently cuts through the noise is trust and authenticity. For hotel sales teams — especially those tasked with selling event spaces — building trust is an essential part of doing business and keeping customers coming back.
Whether you're working with a wedding planner, a corporate meeting organizer, or a guest planning a milestone celebration, your prospects are making high-stakes decisions. And in most cases, they're not just choosing a space, they’re choosing an experience.
That’s why user-generated content (UGC) and guest reviews are some of the most powerful marketing tools you can harness when promoting your hotel and event spaces. These first-hand stories offer a window into the true guest experience, helping potential clients envision their own successful event at your property.
Why UGC Works for Hotel Event Sales
User-generated content includes photos, videos, reviews, testimonials, and social media posts created and shared by your guests. Here’s why it’s so effective, particularly for hotel event marketing:
- Authenticity
UGC shows what it’s really like to be a guest and host an event at your hotel — beyond the polished brochure or curated virtual tour. These moments are unscripted and honest, offering an organic view into your guest experience from those who’ve experienced it first-hand. - Trustworthiness
According to Statista, a majority of guests find online ratings and customer reviews more important than a hotel’s star classification when choosing where to book, trusting recommendations from their peers (earned media) over brand messaging. A glowing quote from a real client carries more weight than your best sales copy ever could. - Social Proof
When prospects see others holding beautiful weddings, polished conferences, or standout retreats at your venue, it reduces uncertainty and increases confidence in booking.
6 Ways to Use Guest Reviews & UGC to Drive Event Inquiries
1. Showcase Reviews Where It Matters Most
Instead of hiding your reviews on a general “testimonials” page, strategically weave them into high-intent areas of your website:
- Venue and banquet space landing pages
- Wedding or corporate event package pages
- RFP pages or next to inquiry forms
Use quotes that speak directly to the event experience and highlight specifics — mentioning how your team went above and beyond, how the ballroom wowed attendees, or how planning was seamless.
2. Turn Real Events Into Compelling Case Studies
Reach out to past clients — especially those who had successful, unique, or large-scale events — and create brief case studies you can use in your content and in sales conversations.
Include:
- The type of event and client goals
- Why they chose your hotel
- How your team executed their vision
- Any standout results or feedback
Pair direct quotes with behind-the-scenes photos or decor shots (always with explicit permission from your customer). Bonus points if you include vendor partnerships or unique enhancements like customized menus or room blocks.
Leverage case studies for:
- Outbound email campaigns
- On-property sales decks
- Downloadable sales collateral
- Social media posts (like a carousel post on LinkedIn or Instagram)
3. Make It Easy (and Fun) to Tag You on Social
UGC isn’t just about gathering reviews — it’s also about creating and capturing the moments worth sharing.
- Set up a branded photo backdrop or neon sign wall at your event spaces.
- Use tent cards or signage with your social handles and event hashtags.
- Encourage planners to tag your property in their event recaps.
Once tagged, repost and reshare guest content across your channels — with credit — so prospects see a real-time feed of events happening at your property.
Keep hashtags simple and unique. For example: #WeddingsAt[HotelName] #EventsAt[HotelName] #MeetAt[HotelBrand]
If you’re ready to level up your hotel digital marketing strategy, snag a free copy of our eBook Digital Marketing Essentials for Hotels with Event Spaces.
4. Capture Video Testimonials — Not Just Written Ones
Nothing beats hearing a guest gush about their experience on camera.
After a successful event, ask your satisfied customers if they’d be willing to answer a few questions for a quick testimonial:
- What made you choose our venue?
- How did our team help bring your vision to life?
- What would you tell someone considering booking with us?
These don’t need to be polished productions — short, heartfelt iPhone videos often feel more authentic than a staged interview with an elaborate setup.
Where to Use Video Testimonials:
- On event sales pages
- In drip nurture email campaigns
- As sizzle reels at trade shows
- On LinkedIn or Instagram reels
5. Leverage Review Platforms Where Planners Are Already Looking
Don’t just wait for reviews — ask for them. Follow up post-event with a thank-you note and a direct link to leave a review. Tailor your ask based on the type of event:
- Weddings: Google, The Knot, WeddingWire
- Corporate Meetings: Google, TripAdvisor, LinkedIn Recommendations
- Social Events: Google, Yelp, Facebook
Always respond to reviews — positive and negative alike. This demonstrates responsiveness and professionalism, especially to planners evaluating your venue.
6. Create a “Guest Experience” Highlight Reel
Think of this as a dynamic visual portfolio, mixing together your strongest assets:
- Candid guest photos
- Short testimonials
- Social media snippets
- Event footage (where permitted)
Compile into a 60–90 second reel that you can use:
- On your website
- In lead-nurturing emails
- At tradeshows or sales presentations
- In sales proposals to help differentiate your offering
Where to Encourage Reviews & UGC
Beyond the main platforms, consider encouraging feedback through:
- QR codes on banquet checks or post-event thank-you cards
- Follow-up email sequences that ask for reviews or event photos
- Sales team signatures with a “Share Your Event Story” link
- Digital guest books at weddings or galas
You can also incentivize planners and guests with small giveaways (e.g., free dessert, discounted room nights, or gift card) for leaving a review or testimonial.
Additional Tips for Hotel Sales Teams
Don’t Just Reshare — Contextualize UGC
When reposting a guest’s photo, add commentary that helps communicate the narrative: “Loved helping Jenna + Ryan bring their garden wedding vision to life this spring.”
It adds warmth, makes the post feel personal, and spotlights your role in the event’s success.
Tag the Planner or Vendor Partners
Many event planners, florists, DJs, and photographers will repost your content if you credit them. This can expand your reach and help build valuable industry relationships.
Use UGC in Outbound Sales Emails
Personalize your outreach by linking to a relevant case study or embedding a happy client quote in the body of your email. For example:
“We recently hosted a leadership summit for another tech company and here’s what they said…”
It shows you understand the prospect’s needs and have a proven track record.
Let Your Guests Do the Talking
You don’t have to go it alone when it comes to marketing your hotel event spaces — your satisfied guests can be your greatest advocates.
User-generated content creates an emotional, trustworthy narrative that no stock image or sales brochure can replicate. By consistently capturing and amplifying these real experiences, your hotel builds credibility, fosters trust, and gives future event planners a crystal-clear vision of what it’s like to work with you.
Because in the end, it’s not about selling a ballroom. It’s about showing — through the words, photos, and events of your guests — how your team delivers unforgettable experiences.
