Kimpton Launches New 'Stay Human' Global Campaign Featuring
First-of-Its-Kind Creator Collective And New Commitments To
Transform Its Content
LONDON, Dec. 6, 2022 /PRNewswire/ -- Today, Kimpton
Hotels & Restaurants, part of IHG Hotels & Resorts' Luxury
& Lifestyle Collection, 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 from Australia,
Japan, the U.K. and the U.S. and
found an overwhelming need for more authentic and varied travel
content as well as a high demand for travel brands to do more 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."
Overall, the survey found a large discrepancy between travel
content currently on social media and the true desires of
consumers, who 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.
Kimpton's key global and regional
findings from its survey include:
- 85% of respondents think travel industry brands' social media
content should be more inclusive of all kinds of travelers, and 84%
of respondents think travel brands could do more to support a
diverse set of travel creators – especially those in the U.S. (88%)
and millennials (88%).
-
- 42% of UK respondents are unsure, or disagree, that travel
content from creators on social media is inclusive of a variety of
demographic groups.
- 90% of U.S. respondents believe that travel industry brands'
social media content should be more inclusive of all kinds of
travelers.
- 76% of respondents feel that more realistic depictions of
travel from content creators on social media would be more valuable
than existing travel content.
-
- American respondents are the group most likely to say that the
content makes them feel self-conscious (24%).
- Respondents in the UK are most likely to say that the travel
industry content on social media makes them feel jealous (29%
each).
- 15% of US respondents say that travel industry content on
social media makes them feel left out.
- When it comes to demographic factors such as gender, race,
disability, age and body size, more than one-third of survey
respondents feel that they are not well-represented or are unsure
if they are well represented in the content they see from travel
creators (34%).
-
- 38% of UK respondents say they are unsure, or do not feel well
represented demographically in the content they see from travel
creators.
- Nearly half of survey respondents have some negative feelings
(jealous, self-conscious, etc.) towards the current travel industry
content seen on social media (46%).
- One-third of respondents (33%) feel that their travel style or
personal needs are not being met or might not be met by offerings
from travel brands, and 21% are unsure that travel content from
creators on social media is inclusive of different travel
styles.
'Stay Human' Global
Campaign
Today, in response to the traveler pain points uncovered in the
survey's findings, 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, including:
- We pledge to work with creators that reflect the diversity of
the wonderful world around us. This pledge will extend to the
content on our brand channels and the UGC we share. To do this
Kimpton is expanding our existing representation commitments to
diversity in race, gender and sexual orientation to include a
pledge to feature more creators, guests and models with diversity
in ethnicity, religion, language, size, age and disability.
- We pledge to address current gaps in travel content on social
media – beginning with a commitment to present zero digital
distortion of individuals and enhancing how we share information
that is critical for travelers with disabilities to ensure our
social media content is truly accessible to all. To start, we will
require all of those in the Kimpton Creator Collective to post on
social media with alt-text and image descriptions to increase the
level of accessibility for disabled audiences.
- We pledge to create our first-ever Kimpton Creator Collective
made up of creators with diverse perspectives who will serve as
consultants to the brand advising on brand content and property
experiences. We pledge to continuously consult, engage and evolve
the Collective.
- We pledge to be the first brand to throw away the traditional
brand-issued "creator content brief." Rather than dictating what
creators should create, we'll empower and encourage creators to
showcase travel their way while also embracing the Kimpton brand
rather than limiting them within the confines of strict creative
requirements.
- We pledge that at least 75% of our Kimpton brand-contracted
creators will reflect our commitments to increased inclusivity and
authenticity of perspectives and experiences (i.e., race,
ethnicity, religion, sexual orientation, language, size, gender,
age and disability) to better reflect the diversity of real
travelers.
More detailed information on these commitments can be found
here.
To help shape these commitments and advise on how they can come
to life in the guest experience, 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.
The creators gathered in London
last month at the Kimpton Fitzroy Hotel, where they collectively
took part in experiences rooted in and inspired by human
connection. The group explored varying travel styles and discussed
what fuels their individual and authentic passions. Kimpton's 2022
'Stay Human' Creator Collective includes:
- Shayne Tino
(@shaynetino), Australia –
Shayne is an Australian art director, designer, model and creative
authority who has launched retail campaigns across the world,
and founded and directed his own fashion brands Rimagind and
C&talyst.
- MYRNE (@myrne), Singapore – MYRNE is a DJ, Producer and
Artist from Singapore. In addition
to playing sold-out home crowds, MYRNE has an impressive history of
live shows; In 2018, MYRNE was the first Singaporean act to play at
dance festivals Ultra Miami and Tomorrowland Belgium.
- Anna Whitehouse
(@mother_pukka), United
Kingdom – Anna Whitehouse
is a journalist, editor, author and Heart radio presenter. Anna
hosts a hugely successful podcast, Dirty Mother Pukka, and is the
founder of Mother Pukka, a portal for news, events and honest
reviews on parenthood trials and tribulations. She lives in
London with her husband and their
two children Mae and Eve.
- Tess
Daly (@tess.daly), United Kingdom – Tess is an Influencer
from Sheffield who just so happens
to have a disability. Her content centers around fashion, beauty,
and lifestyle from a unique perspective of somebody who lives life
in a wheelchair.
- Dan
Brown (@simplydanbrown), Australia – Dan
Brown is a Sydney born and
based fashion model signed to Chadwick Models. Featured in GQ AUS
2021, Dan has been credited for inspiring Aussie men to dress
differently.
- Rei Shito (@reishito), Japan – Rei is a Tokyo based street style photographer and
journalist featured in Vogue 2020. She worked for a number of
publications including 'Street', 'Fruits' and 'Tune' magazine,
before launching STYLE from TOKYO,
a blog centered on the street style of Harajuku.
'Stay Human' Hotel
Packages
In February 2023, Kimpton will
roll out bookable Stay Human packages at select hotels around the
world catering to diverse travel styles and personalities. The
packages will all be informed by real insights from Kimpton's
global consumer survey and its 'Stay Human' Creator Collective. In
addition to these bookable packages, Kimpton guests across select
international properties will be invited to enjoy activities that
bring Kimpton's 'Stay Human' campaign to life, including curated
social hour menus, themed pop-up events, social media contests and
more. Starting in early February, guests can view and book the
packages at kimptonhotels.com.
This campaign serves as a continuation of IHG Hotels &
Resorts commitment to fostering a diverse culture where everyone
can thrive. IHG is dedicated to championing gender balance and a
doubling of under-represented groups across leadership; cultivating
a culture of inclusion for colleagues, owners and suppliers;
supporting colleagues in prioritizing their own wellbeing and that
of others; and driving respect for and advancing human rights.
Note to Editors:
SURVEY METHODOLOGY
Kimpton Hotels & Restaurants surveyed 4,073 total
respondents from Australia,
Japan, the U.K. and the U.S..
Respondents were 18 years or older, active on social media,
interested in travel, and have viewed travel-specific social media
content from influencers within the last 12 months. The survey was
fielded using the Qualtrics Insight Platform and panel was sourced
from Lucid. Fielding was executed in October
2022.
About Kimpton Hotels &
Restaurants
San Francisco-based Kimpton
Hotels & Restaurants, part of IHG Hotels & Resorts' Luxury
& Lifestyle Collection, is the original boutique hotel company,
which pioneered the concept of unique, distinctive, design-forward
hotels in the United States in
1981. Anchored in one-of-a-kind experiences, Kimpton now operates
more than 60 hotels and 75 restaurants, bars and lounges across
urban locations, resort destinations and up-and-coming markets in
the United States, Canada, Europe, Caribbean and Greater China. Kimpton spaces and experiences
center on its guests, offering inspiring design to forward-thinking
flavors that feed the soul. Every detail is thoughtfully curated
and artfully delivered, so that guest experiences remain
meaningful, unscripted and ridiculously personal. For more
information, visit www.KimptonHotels.com.
About IHG Hotels &
Resorts
IHG Hotels & Resorts [LON:IHG, NYSE:IHG (ADRs)] is a
global hospitality company, with a purpose to provide True
Hospitality for Good.
With a family of 17 hotel brands and IHG One Rewards, one
of the world's largest hotel loyalty programmes, IHG has over 6,000
open hotels in over 100 countries, and more than 1,800 in the
development pipeline.
- Luxury & Lifestyle: Six Senses Hotels Resorts
Spas, Regent Hotels & Resorts, InterContinental
Hotels & Resorts, Vignette Collection, Kimpton Hotels
& Restaurants, Hotel Indigo
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Resorts, Crowne Plaza Hotels & Resorts, EVEN
Hotels
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Resorts, Holiday Inn Express, avid hotels
- Suites: Atwell Suites, Staybridge
Suites, Holiday Inn Club Vacations, Candlewood
Suites
InterContinental Hotels Group PLC is the Group's holding company
and is incorporated and registered in England and Wales. Approximately 325,000 people work
across IHG's hotels and corporate offices globally.
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