Kimpton Hotels aims for more diversity on social with creator collective

A recent global consumer survey found many do not feel represented in travel influencer social media

by Aidan Poole

Hospitality chain Kimpton Hotels and Restaurants has launched a diverse creator collective alongside brand commitments for more inclusive social media content.

The brand’s recent global survey included over 4,000 respondents across the UK, Australia, Japan, and the US, revealing that consumers do not feel represented in travel influencer social media.

In the UK alone, 42 percent of people did not agree that social media travel content is inclusive of varied demographics.

Also, 38 percent of UK respondents reported not feeling represented in travel influencer content, with another 29 percent claiming that online travel content makes them jealous.

Worldwide survey respondents said pressures to be “social media-worthy” negatively impact their travel experiences.

Also, 85 percent of global travellers want branded social media content to be more inclusive and 84 percent think travel brands could do more to support diverse travel creators, according to the hospitality chain.

Kimpton responded to the survey by launching the Stay Human Creator Collective to produce social media content that better reflects inclusivity.

The diverse creators gathered in London last November to contribute thoughts on how Kimpton can transform travel content and establish brand commitments.

Kimpton will continue to add diverse figures to the collective through the year, utilizing the group for consultation and collaboration.

Kathleen Reidenbach, chief commercial officer at Kimpton, said: “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 colour or body type.

“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.”

Kimpton will launch bookable Stay Human travel packages this February, which will cater to diverse travellers and be informed by insights from the collective to include curated social hour menus, curated pop-ups and social media contests.