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Kimpton Hotels & Restaurants released findings from a new global survey on consumer sentiment on social media content of travel brands and traditional travel influencers. Kimpton polled more than 4,000 people and found an overwhelming need for more authentic and varied travel content as well as a high demand for travel brands to feature inclusive and diverse content creators and experiences.
"At Kimpton we take pride in being a different type of hotel. Our founding principles have us rooted in human connection and delivering a 'Stay Human' experience. We want our guests and our employees to be comfortable and embraced for being their most authentic selves, no matter their pronoun, 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 hasn't always reflected the people and experiences that truly make up our global community. That's why we are committed to diving deeper into the foundation of our Stay Human brand ethos with new brand commitments that will continue to change the way we work with creators, the imagery we share and the experiences we offer."
The survey found a large discrepancy between travel content currently on social media and the desires of consumers. Many consumers reported that the pressure to be "social media-worthy" negatively impacts their travel experiences. Consumer feedback from the survey further indicates a desire for more inclusive social media content from travel brands that is suitable to all personal travel styles and reflective of all types of individuals.
In response, Kimpton Hotels & Restaurants has introduced new brand content commitments that pledge to show more diverse and inclusive creators and experiences in its brand-level social media and marketing content moving forward.
Kimpton worked with a select group of diverse creators with varying interests and passions from across the globe to form its first-ever 'Stay Human' Creator Collective.
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