Analyzing User Generated Content on Instagram: the Case of Travel Agencies

Social networks can become an essential part of a brand’s communication strategy; they not only assist in reaching potential customers, but also help develop an online community, where users generate content about the service themselves: User Generated Content (UGC). It is known that the actual user experience, as well as feedback on social media, can have a higher impact on customer acquisition than direct commercial offers. Social media usage is on the increase in the travel industry. Instagram - the photography-centred social network - has a high number of users generating content, and this appears to be advantageous for travel agencies. The goal of this article is to understand the use and the strategy of Instagram UGC concerning travel agencies, and to analyse the impact of UGC on the community engagement. The results are based on Instagram data collected for three online travel agencies: Very Chic, Voyage Privé and Airbnb.