Consumers begin dreaming about and planning trips as a result of content that captures an experience they would also like to have. Travellers have always responded to the potential within a well-chosen marketing image, but user-generated content (UGC) goes beyond presenting what's possible. According to the latest research conducted by Rivet, consumers are more influenced by UGC than any other type of promotion. While 47% of Americans trust paid advertising, 92% trust earned promotion, finding it more relevant to their purchasing journey. UGC can do more than pique interest in a destination; it can be part of a process that inspires bookings and creates qualified leads that companies can firmly assess. However, without the ability to calculate its impact, many organisations have been hesitant to rely on UGC. By integrating UGC into a company's marketing mix in the most affordable, repeatable, scalable and measurable ways, organisations can view the positive correlation between displaying experiential content and increasing the conversion of dreamers to bookers.