How: This campaign was created in response to a global consumer survey that uncovered a large discrepancy between current travel social media content and the true desires of consumers. In fact, the survey found that 85% of travelers want brand social media content to be more inclusive and 84% think travel brands could do more to support a diverse set of travel creators.

In response to the survey and informed by input from the Stay Human Creator Collective, Kimpton developed an industry leading pledge to transform travel content. The commitments pledge to have at least 75% of the brand’s creators diverse in race, ethnicity, religion, language, size, age and/or disability, address current gaps in travel content on social media, incorporate the diverse perspectives of the Creator Collective on an ongoing basis and throw away the traditional brand-issued “creator content brief.”