Constance Hotels & Resorts
Unleashing UGC
The Challenge
You would think that powder-white sands, clear blue skies and turquoise oceans would sell themselves. And although Constance had an established social media presence their growth had plateaued and competitors were gaining traction. They were eager to elevate their social channels, exploring opportunities to refresh messaging and content to better reflect the brand.
The Solution
User generated content
The basis of our strategy focused on ‘unleashing’ UGC, ensuring the content on each social media platform felt as ‘person-led’ as possible. Using UGC would also enable our content to feel platform-native and authentic.
Instagram & Facebook
Additional research revealed that over 40% of Facebook’s demographic and over 30% of Instagram’s demographic were aged between 30 and 40 (our target audience), making these two platforms our core channels.
Pinterest travel inspiration
With 45% of Pinterest users aged 30–40 (Statista) and over 1 billion travel searches and 10 billion saves annually (Pinterest Travel Report), Pinterest, a major source of travel inspiration, became a key touchpoint in our strategy.
Our Extraordinary Thinking
Our research showed that 75% of travellers are inspired by social content when choosing destinations (Statista), and 79% say User Generated Content (UGC) strongly influences their purchasing decisions (Stackla). UGC builds genuine trust through social proof – essential in a saturated market where audiences need to trust Constance before booking a holiday.
Although Constance was already using some UGC, it was mixed with polished, brand-led photography. With social platforms now favouring lo-fi, people-led video content, we needed to shift away from glossy imagery and focus on authentic UGC to drive stronger performance.
Delivered
- Increased monthly UGC output to keep content fresh and authentic
- Built meaningful partnerships with influencers like @Melisa_SK and @PilotLuana to amplify reach
- Put Reels at the heart of the strategy, optimising the first three seconds to stop the scroll
- Adopted a data-led, keyword-driven approach to craft content that truly resonates
- Embedded a ‘test-and-learn’ culture with insights to drive performance
Results
What our clients say
“Partnering with Jam has been instrumental in elevating our digital presence. Their reputation for industry-leading social media strategy, particularly within the travel and hospitality sector, makes them the perfect fit for Constance Hotels & Resorts. Jam has not only enhanced the way we showcase our signature luxury experience, but has also helped us communicate our brand story with greater creativity, clarity and global impact. Their strategic guidance, deep sector knowledge and consistently innovative approach have played a vital role in strengthening our brand and driving growth.”
Olivier Doger De SpevilleHead of E‑Business and Loyalty
