Authentic Act

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.

- Manfred Lu

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.