Kimpton Celebrates Diversity In New Ad Campaign

By Staff -- HOTELS Magazine, 9/1/2004

SAN FRANCISCO Marketing to the gay and lesbian

community is becoming a hot trend for savvy hoteliers who realize

this demographic represents some 16 million people in the United

States with US$485 billion in buying power. Gay and lesbian travelers

represented 10% of U.S. travelers last year, spending US$54 billion

on travel. Further research culled by San Francisco-based Kimpton

Hotels offers that gay Americans tend to travel more often than

other customers due to both a more flexible schedule and more

discretionary income—usually a result of not having children.

Additionally, Kimpton research has found that

these travelers tend to be early adopters of new trends, making

them a perfect fit for Kimpton’s hotel products, which are both stylish

and whimsical in design, attitude and ambience. These boutique-style

hotels also are concentrated in major urban centers, such as

San Francisco and Chicago, locales with large gay populations. “The

demographic is a great fit for our hotels,” says Niki Leondakis,

chief operating officer for Kimpton. “The culture of our

company has always been about celebrating individuality. It’s

one of our core philosophies.”

As a result of a formal diversity initiative

launched in 2004, Kimpton has embarked on its first ad campaign

specifically targeting gay, lesbian, bisexual and transgender

(GLBT) travelers. “This

is just a more formal way of communicating our philosophy with

guests,” Leondakis says.

The ad, entitled “Business FUNction,” began running

this fall in a variety of magazines geared toward gay travelers.

The message features an affluent, professional-looking African-American

male, offers a unique GLBT loyalty promotion and directs travelers

to the newly launched GLBT section of the Kimpton Web site. “We

wanted to show what Kimpton is all about—our style, fun,

and even how we’re pet friendly,” Leondakis says.

That message is communicated, she says, through the ad’s

bright colors, light-hearted copy and the fact it shows a chihuahua.

In addition, the choice of an African-American male further speaks

to Kimpton’s diversity initiative. The ad will run through

the end of the year, and Kimpton will track its effectiveness

to determine if the company will continue with the campaign.

Earlier this year Kimpton launched its GLBT

travel program that includes special honeymoon and pride packages,

details of which are available on the new GLBT section of Kimpton’s Web

site. A new GLBT loyalty program enables travelers to receive

10% to 15% discounts on hotel reservations.

While Kimpton may be setting the bar on targeted

GLBT promotions, it is not the only hotel company focused on

this demographic. For instance, Wyndham

International also recently

announced special offers for the gay community in the Key West,

Florida, market. Wyndham Casa Marina and Wyndham Reach resorts

are offering a special Pride Package, which include a 50% discount

off of regular rack rates, daily breakfast, sweepstakes entry

and more.