We recently returned from a family vacation in Orlando, Florida. Like everyone else who goes on vacation, I spent lots of time online researching what to do, where to stay, where to eat, etc.
Of course, the big attractions all do a pretty good job with inbound marketing. There is a lot of content available on their sites to help potential visitors do a large part of the planning and booking.
However, what I found most valuable when planning the vacation and again while we were there was not content from the companies themselves. The most useful content was user-generated.