How Would You Guide Hotels Trying to Convey Inclusion Via Marketing?

“The consumer’s ability to see through marketing tactics meant to target specific demographics is stronger than ever. It’s important for hotels to embrace inclusivity in all areas of the customer journey. Simply saying you’re inclusive, or creating a dedicated landing page, isn’t enough. Your programming, brand photography, advertising, copy, employee culture, social media, network of influencers, etc. all need to showcase your inclusivity.”

“First and foremost, be genuine and authentic. Trust is in limited supply these days, thanks to the media and other brands that have disrupted consumer confidence. Consumers are thirsty for the truth, and their senses are on high alert. You can start by featuring your staff at your property in your marketing and especially on social media. Look no further than one of our own properties. They consistently feature their staff members, from hostesses to sales, and it’s a smashing success.

There’s no better way to jump-start inclusivity. Not only do potential guests love to put a face to a place, but it’s a great way to elevate recruitment. Don’t underestimate the value of your team as a vital part of the guest experience. Guests will easily forget about that comfy pillow. But not that eccentric bartender that lit their drink on fire.”

“Personalization is crucial in today’s market. Understanding your customers, and curating experiences that are relevant to them, requires personalized marketing messages as an essential component. We’re not just selling hotel rooms, but an entire experience. Therefore, we must ensure that our messages reflect this attitude in all our marketing efforts.”

“Don’t overdo it, actions speak louder than words. Show that you care about inclusivity through your treatment of guests and personnel rather than having a campaign that feels forced.”

“Use testimonials and organic user-generated content as often and on as many platforms as possible. Use branded stock images sparingly, if at all. Consumers are insightful and less likely to interact with brands whose messaging has an air of inauthenticity.”

“Communicate your message on all distribution and communication platforms to cover a wider audience.”

“The only thing I can say here is BE AUTHENTIC. There is so much about diversity and inclusion that comes across as meritless paid advertising.

Photos with honest and accurate content (1). Consistent user-generated messaging that indicates an inclusive feeling or diverse statement (2). Honest, transparent, believable spokespeople (3). Kimpton Hotels’ “Creator Collective” comes to mind. I find it honest and believable as would many guests.”

“Embrace inclusivity not just as a buzzword, but as a fundamental value that guides your actions and shapes your brand identity. It’s crucial for hotels to stay true to themselves and their core values. Be proud of your authentic identity and let it shine through your marketing efforts. Highlight the diversity of your team and guests and celebrate their unique backgrounds, cultures, and perspectives. The company Mews, for example, excels in promoting inclusivity by implementing its comprehensive parental leave policy. By offering generous leave benefits to employees who are new parents, Mews demonstrates a commitment to supporting work-life balance and creating an inclusive work environment.”

“Use inclusive language: Choose your words carefully and use language that welcomes guests of all backgrounds. Avoid gender-specific phrasing and pay attention to potentially exclusionary or offensive language. Be authentic: It’s important to be authentic and genuine in your marketing messages. Don’t just give lip service to inclusivity, show a genuine commitment to creating an inclusive environment for everyone.

Collaborate with diverse organizations: Work with diverse organizations, such as LGBTQ+ groups, disability rights groups or multicultural organizations, to show your support for inclusivity. Highlight diversity: Showcase diversity in your marketing materials, such as photos and videos. This can mean showing guests of different ages, genders, races and ethnicities. Emphasize accessibility: If your hotel has accessibility features, such as wheelchair ramps, braille signs or facilities for the hearing impaired, be sure to highlight them in your marketing. This demonstrates your commitment to inclusivity.”