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Kimpton Hotels & Restaurants, part of the Luxury & lifestyle collection of IHG Hotels & Resorts, has released the results of a global consumer opinion survey from four different countries. It reveals a need for authenticity and new expectations from guests.
This survey assesses consumers’ opinions on the content of travel brands and influencers on social networks. More than 4,000 people were surveyed in Australia, the UK, Japan and the US.
Kimpton found a clear need among respondents for more authentic and diverse travel content, as well as a strong demand for travel brands to provide more content creation and inclusive, diverse experiences.
“At Kimpton, we pride ourselves on being a different kind of hotel. Our founding principles root us in human connection and offer a Stay Human experience. We want our guests and employees to be comfortable, to be the most authentic, no matter their first name, skin color or body type,” said Kathleen Reidenbach, Kimpton’s chief commercial officer.
“However, we know that social media and marketing content within the travel industry has not always reflected the people and experiences that truly make up our global community. That’s why we’re committed to deepening the foundation of our Stay Human brand philosophy with new brand commitments that will continue to change the way we work with creators, the images we share and the experiences we deliver,” she added.
The survey reveals a significant gap between consumer expectations and the travel-related content currently on social media. Indeed, some of them would like to live up to what they see on the networks and this can have a negative impact on their travel experiences. Among those surveyed, some would also like to find more inclusive content.
Some numbers
85% of respondents believe that the content travel brands put out on social networks should be aimed at all types of travelers. 42% of UK respondents are dubious that content from travel brands and influencers includes a variety of demographic groups. For 76% of the 4,000 respondents, there should be more realistic and interesting representations of travel by influencers. U.S. respondents in particular felt this way.
Regarding criteria such as gender, ethnicity, disability or age, more than a third (34%) of respondents feel they are not well enough represented.
A campaign to meet consumers’ needs
To address the various points raised in the survey, Kimpton & Restaurants has implemented new brand content commitments such as the Stay Human campaign, which aims to move the brand toward greater inclusivity. It also focuses on minorities and is aimed at both consumers and employees of the group.
Among the various commitments, the subsidiary wants to work with influencers that reflect consumer expectations and that extend to all channels in the industry. So there will be a diversification of their content creators on travel.
Kimpton & Restaurants is also committed to improving the way they share essential information for travelers with disabilities. To that end, they are asking all members of the Kimpton Creator Collective to post alternative text and image descriptions on the platforms to increase accessibility for people with disabilities. For this new campaign, Kimpton finally plans to create a collective of creative consultants bringing diverse perspectives.
According to the brand, 75% of their contracted employees creating content will reflect the commitments of this new campaign.
Hotel packages
In early February 2023, Kimpton plans to create packages along the lines of the inclusive Stay Human campaign that can be booked at select Kimpton hotels. Guests who want to take advantage of this offer will also be able to enjoy activities, attend themed events, participate in contests on social networks and much more.
Read also >KPMG study: the best customer experiences in fashion and beauty
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Kimpton Hotels & Restaurants, part of the Luxury & lifestyle collection of IHG Hotels & Resorts, has released the results of a global consumer opinion survey from four different countries. It reveals a need for authenticity and new expectations from guests.
This survey assesses consumers’ opinions on the content of travel brands and influencers on social networks. More than 4,000 people were surveyed in Australia, the UK, Japan and the US.
Kimpton found a clear need among respondents for more authentic and diverse travel content, as well as a strong demand for travel brands to provide more content creation and inclusive, diverse experiences.
“At Kimpton, we pride ourselves on being a different kind of hotel. Our founding principles root us in human connection and offer a Stay Human experience. We want our guests and employees to be comfortable, to be the most authentic, no matter their first name, skin color or body type,” said Kathleen Reidenbach, Kimpton’s chief commercial officer.
“However, we know that social media and marketing content within the travel industry has not always reflected the people and experiences that truly make up our global community. That’s why we’re committed to deepening the foundation of our Stay Human brand philosophy with new brand commitments that will continue to change the way we work with creators, the images we share and the experiences we deliver,” she added.
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Kimpton Hotels & Restaurants, part of the Luxury & lifestyle collection of IHG Hotels & Resorts, has released the results of a global consumer opinion survey from four different countries. It reveals a need for authenticity and new expectations from guests.
This survey assesses consumers’ opinions on the content of travel brands and influencers on social networks. More than 4,000 people were surveyed in Australia, the UK, Japan and the US.
Kimpton found a clear need among respondents for more authentic and diverse travel content, as well as a strong demand for travel brands to provide more content creation and inclusive, diverse experiences.
“At Kimpton, we pride ourselves on being a different kind of hotel. Our founding principles root us in human connection and offer a Stay Human experience. We want our guests and employees to be comfortable, to be the most authentic, no matter their first name, skin color or body type,” said Kathleen Reidenbach, Kimpton’s chief commercial officer.
“However, we know that social media and marketing content within the travel industry has not always reflected the people and experiences that truly make up our global community. That’s why we’re committed to deepening the foundation of our Stay Human brand philosophy with new brand commitments that will continue to change the way we work with creators, the images we share and the experiences we deliver,” she added.
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