A global Kimpton Hotels & Restaurants survey found an inconsistency between travel content on social media and the true aspirations of today’s consumers, but the brand is poised to bridge the gap with their “Stay Human” experiences.
Change is happening within the hotel business — the industry is being confronted by new challenges from an expanding number of consumers who have stopped paying attention to manicured travel experiences on social media. With micro-influencers paving the way for crafting authentic and honest stories today, the power of sharing real, human experiences is undeniable for hotels to reach new audiences.
IHG Hotels & Resorts is leading that development. Kimpton Hotels & Restaurants — part of IHG Hotels & Resorts’ Luxury & Lifestyle Collection — conducted a global survey on consumer sentiment on social media content of travel brands and traditional travel influencers late last year. Its findings — sampled from more than 4,000 participants from Japan, Australia, the United Kingdom and the United States — detail an inconsistency between current travel content on social media and the aspirations of today’s consumers.
It led to the discovery of an overwhelming response for authentic and wide-ranging travel content, and how the pressure to produce more social media-worthy content dampened consumers’ travel experiences. For instance, 76% of respondents felt the need for more realistic depictions of travel content on social media.
A third felt that current offerings were not meeting their travel style or needs, while 21% were unsure if travel content on social media accurately depicts varying travel styles. Instead, consumers are urging travel brands to do more to broaden their list of content creators. The findings elucidated a desire for a roster of diverse and inclusive influencers with experiences that suit the many variations of personal travel styles.
With increasingly saturated advertising, deciphering a rapidly changing market is crucial as consumers get progressively inundated with new choices in every possible product category. Rather than exacerbate the current issue, IHG Hotels & Resorts has started taking action to elevate the voices of communities that accurately reflect the real world — even if it requires a bit of experimentation.
As such, Kimpton Hotels & Restaurants introduced new brand content commitments in December last year that pledge to showcase diverse and inclusive creators and experiences in its brand-level social media and marketing content. They include the following principles — working with creators that reflect the world’s diversity, addressing current gaps in travel content on social media, doing away with the traditional brand-issued creator content brief, increasing inclusivity and authenticity of perspectives and experiences, and creating the Stay Human Creator Collective.
The latter is noteworthy as it includes creators from five countries who will serve as brand consultants and lend their perspectives to craft better brand content and experiences. Over the next few months, these creators will travel to select hotels around the globe to experience and be the first to capture the new Stay Human packages as part of Kimpton’s ongoing effort to elevate diverse voices and create experiences that suit varying travel styles.
These creators come from a multitude of backgrounds and are comprised of models, art directors, podcasters, DJs, photographers and journalists. They first gathered at the Kimpton Fitzroy London in November 2022 and were hosted in a workshop exploring varying travel styles and accommodation preferences. A familiar name is part of the collective — as the only Singaporean; DJ, Producer and Artiste MYRNE will provide broader feedback on travel content creation and experiences with Kimpton.
MYRNE — who is the first Singaporean act to play at various international dance festivals, including Ultra Music Festival Miami and Tomorrowland Belgium — says that “the best things that happen to me on my travels usually involve people I’ve never met in my life. It makes a huge difference when I can be in a space where I can comfortably interact with others and experience the world in a way that’s true to how I like to travel.”
MYRNE also experienced the newly introduced and now-bookable Stay Human packages — illuminated by real insights from Kimpton’s global consumer survey and as a Stay Human Creator Collective participant.
The main idea behind the Stay Human package is that it is yours to put together with the Stay Human Concierges, who will work hand-in-hand with guests to curate a stay that is uniquely their own. At the Kimpton Maa-Lai Bangkok, this starts with a three-night stay in the Essential Room (with a complimentary upgrade to the Premium Room), complimentary breakfast for up to two guests, and a donation of THB 544 to the Soi Dog Foundation.
Guests are then welcome to create their own holiday experience by choosing from a list of activities on an a la carte menu of locally-curated experiences in Bangkok, based on which ones speak to them the most — whether it is an immersive 60-minute sound bath led by Ice Sound Healing or a hands-on experience of pottery at a ceramic workshop.
Over at the Kimpton Kitalay Samui, travellers can expect a three-night stay at the Essential Pool Access Room, complimentary breakfast and Kimpton’s signature social hour. The package allows for a self-curated Koh Samui experience with options to visit the Samui Elephant Sanctuary, to embark on a culinary journey at The Nature Samui or to pick up self-defence skills with a class on Muay Thai.
“I’ve been touring for 5-6 years now, and it’s easy to fall into the same cycles and patterns every time I visit a new city. Staying with Kimpton was profoundly different, because I was encouraged to explore the less-beaten path — and also interact with people, local communities, and other guests in an authentic way!” shares MYRNE.
Kimpton’s Chief Commercial Officer, Kathleen Reidenbach shares that Kimpton takes pride in being a different class of hotel. “Our founding principles have us rooted in human connection and delivering a “Stay Human” experience. We want our guests and employees to be comfortable and embraced for being their most authentic selves when they stay with us. 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.”
It is crucial to remember that travellers are keener on crafting their own stories today when it comes to new behaviours in travel — more so with people who truly align with their beliefs, practices and personalities. As trends continue to reflect growing individualism amongst travellers, the task is to ensure new strategies achieve the desired goals in due time.
No two travellers are alike, and IHG Hotels & Resorts know this well. The brand invites guests to feel like they can truly let go, be themselves, and be cared for at any of its 18 brands and properties around the world.
The Stay Human packages are now available for booking across select Kimpton properties globally, through the end of December 2023.
For more information on the Stay Human campaign, Creator Collective, and packages, visit this link.
Once you’re done with this story on Kimpton Hotels & Restaurants “Stay Human” experiences, click here to catch up with our March 2023 issue.
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