Content marketing is a significant trend, particularly in the travel space, with travel as a major vertical. With clients from Tourism Queensland to Contiki, Stackla has helped to fine tune the hordes of social media content flying around, moulding it into brand-specific displays in order to let customers tell their story. The tech-savvy company works by cherry picking the best user generated content, acting almost like testimonial marketing in social media. Research shows user generated content is more authentic and people prefer to connect with other travellers in this way; therefore increasingly travel companies are seeking quality over quantity. Similar to TripAdvisor but with social media, Stackla encourages social validation within the travel industry, because nothing boosts the image of a destination better than real-life feedback from the people who have already been there.