The word of mouth is known to be the best resource for a traveller. For years, travelling companies are finding ways to promote review and user generated content to attract more future travellers. The Web 2.0 which is referred as next generation of the Internet characterized by the dynamic user-generated content facilitates users to create and share content and in consequence travellers are more empowered. This technological breakthrough has transformed customers into participative agents. The Travel & Tourism industry has been seriously challenged by Web 2.0 where travel customers are browsing websites for travel planning and hotel booking. Such travel agency websites provide information and booking facilities and travel customers also share their experiences, pictures and advice known as User-Generated Content (UGC). The same trend is approaching Pakistan having an immense potential for online travel companies. Travel & Tourism industry of Pakistan is experiencing a thriving growth since the terror attacks have reduced exponentially hence qualify for a scholarly attention. This study explores the effects of website quality of travel agencies through E-SERQUAL on the attitude of Pakistani travel customers towards UGC and hotel booking. It is a survey-based quantitative study. The data is collected through questionnaires from university 339 students and Structural Equation Modelling (SEM) is used to provide insights into Pakistani customers’ attitude and behavior towards booking intentions. It is established that unlike other countries, Pakistani travellers are least concerned about website safety and security whereas website functionality, information content and quality are leading factors affecting attitude towards UGC followed by website appearance and presentation. It is concluded that website service quality plays a major role in adoption of UGC that directly affects the hotel a booking intentions of travel customers.