Starwood Hotels & Resorts Showcases Authentic UGC To Engage Website Visitors

Jessica Williams Travel & Tourism, ugc, UGC Campaigns

Last year, Starwood Hotels & Resorts published a series of UGC-powered social hubs across 11 of its Hawaiian websites to drive interest, maximize engagement and increase conversions amongst website visitors. To prove its success, Starwood Hotels & Resorts has extended the social hub to be featured on its own Starwood Hotels & Resorts Hawaii website, where the best social content is showcased.


  • Increase user dwell-time on the Starwood Hotels & Resorts Hawaii website
  • Increase visitors’ propensity to purchase by adding social depth to engage and intrigue visitors
  • Drive UGC creation and sharing across multiple social channels to act as word-of-mouth promotion


Starwood Hotels & Resorts in Hawaii is using its consumers as its best brand advocates, capitalizing on the authentic UGC it receives from holiday-goers. Using Wayin, Starwood Hotels & Resorts has published a visually eye-catching social hub to its Hawaiian website to engage potential consumers and increase user dwell-time. From Oahu to Maui, the first photo gallery is split into five individual sections based on Hawaiian regions. Here, visitors can browse through photos used to promote Starwood’s Hotels & Resorts across Hawaii, where they can then send their favorite photo as an e-postcard to their friends and family.


To create the perfect blend of branded content and authentic UGC, Starwood Hotels & Resorts is promoting the hashtag #SPGHAWAII for consumers to use in their posts in return for the chance to be featured on its social hub. This hashtag not only helps Starwood Hotels & Resorts to easily filter through and publish the best posts from Twitter and Instagram, but helps to maximize the exposure of word-of-mouth promotion across social.


What’s more, each social hub featured across Starwood Hotels & Resorts Hawaiian websites has a dedicated style theme created using the Wayin platform, providing a cohesive look and feel that reflects its current brand image.

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