Case Study: The Red Carnation Hotels achieves more bookings and better ad performance with Stackla

How Red Carnation Hotels Powers Social Ads and Web Experiences with Authentic Guest Content

Red Carnation Hotels, a family‑owned collection of five‑star boutique properties, needed a scalable way to capture and showcase the “Instagrammable” moments guests were sharing across social channels to drive awareness, consideration and bookings. The challenge was sourcing authentic content from both guests and staff and using it effectively across web, social and paid campaigns to reflect the true guest experience.

By partnering with Stackla and Visual UGC by Nosto®, Red Carnation built a large library of authentic user‑generated content (over 147,230 photos and rights approved for 1,240 images) and featured it across homepage galleries, paid ads and a guest‑led homepage video (3,000+ plays). The UGC strategy cut homepage bounce rate by 25% and, in A/B tests, UGC ads delivered 38% higher CTR, 30% lower CPC and 36% more clicks—helping increase engagement and bookings while turning guests and staff into brand advocates.

The Red Carnation Hotels

Dan Christian

Chief Digital Officer