Over the years on this blog, we’ve talked a lot about what companies should and shouldn’t do and offered examples of companies that demonstrate their smarts by leading their competitors in the gay and lesbian marketplace. Kimpton Hotels & Restaurants is one company that’s definitely a leader. As we continue our Pride Month special focus series, I’m really pleased that we’re able to bring you a Q&A with one of their senior executives.
Niki Leondakis is Kimpton’s chief operating officer and the creator of the company’s Diversity Initiative. As she explains in her bio, the Diversity Initiative is “committed to creating a culture that acknowledges, understands, values and celebrates differences among people.”
Long known for its unique, boutique-style hotels in San Francisco and Washington D.C., Kimpton is now becoming an even stronger player in the hotel industry with nearly 50 hotels and restaurants in major cities across the United States and Canada. Gay and lesbian engagement has been front and center in Kimpton’s outreach and communications for years and has included LGBT audience outreach, fundraising and marketing.
As we discuss below, nearly every major hotel brand is now involved in some way in advertising or marketing to the LGBT community. But Kimpton was one of the first, and they certainly seem committed to maintaining their position in the front of the pack with their Summer of Pride promotion and their other outreach efforts to engage the LGBT community.
We’re grateful to Niki for taking the time to answer our questions. We hope you’ll enjoy reading her answers. For more information on Kimpton’s LGBT initiatives, check out their Web site.
Ben Finzel: Tell us about the "Summer of Pride" promotion. How has the response to it been so far this year?
Niki Leondakis: This year, Kimpton's 3rd Annual Summer of Pride will take place in twenty cities across North America. The promotion is valid every weekend, all summer long, and encourages guests to enjoy the dozens of street festivals and fairs, Pride events, film festivals, and fundraisers that take place in the cities. When guests book two nights in a participating hotel, they receive a third night free on weekends. Also included is a $50 dining credit at one of our adjacent, chef-driven Kimpton restaurants. This package has been very well received, and we’re seeing a high volume of bookings, especially in cities like San Francisco, Washington D.C., and Boston.
Ben Finzel: Kimpton has a strong reputation in the LGBT community, at least partially because of your extensive outreach and involvement in our community. Why do you feel engaging with our community is important? How does it benefit the company and your corporate reputation?
Niki Leondakis: Our main focus is to support the LGBT community through a number of local organizations and nonprofits. We’ve found that we’re able to have the greatest impact in the community by establishing strong relationships with these local organizations, getting to know the active individuals in the community and by working closely with a handful of local charities. This has allowed us to connect in a more meaningful way with the people in our community. We’ve also found that our employees really enjoy being able to give back, to make a difference in the community they live in, and to see a direct impact. Our guests also really enjoy being a part of our community, and being able to give back. It’s been a great way for us to engage our employees as well as our guests.
Ben Finzel: As "pride" becomes a more important marketing tool for companies interested in reaching the LGBT community, the likelihood that it will become overused and less effective increases. What lessons have you learned in your years of outreach that would like to share with others?
Niki Leondakis: Pride is a powerful word; it relates to both the LGBT community and many other communities. In the LGBT community, Pride has not only become an important word but also an event that has been significant in the road to equality. For Kimpton, our biggest lesson has been the strength of our employees, empowering our LGBT employees to be active in the community has been a win-win for everyone. When this support is sincere, and comes from the heart, the message is powerful.
Ben Finzel: With so many other hotel brands engaging with our community, Kimpton is no longer the only option for LGBT travelers that want to support companies that support us. How do you separate yourselves from your competition and what plans do you have for the future?
Niki Leondakis: Almost every hotel brand now has some type of outreach program for the LGBT community. Staying in front and separating ourselves means more than just being gay-friendly. It’s also about treating each person as an individual. Kimpton really understands that each guest has their own individual needs. And that we’re here to provide a product, services, amenities and care that meets the needs of each individual traveler. This same approach holds true for the LGBT community. While Kimpton may attract community members through our outreach, once we have you in the hotel, it's still all about your individual needs and guest experience. Kimpton is committed to its continued care for guests.
In order to remain a top brand for the LGBT community, we will have to continue supporting the community but also will have to constantly upgrade our hotels, offer new programs and at the same time offer the same genuine care Kimpton is known for. We will continue to evolve the personalized care and attention we provide our guests and reinforce that we recognize each person as an individual.
Over the next few years, Kimpton will also be developing new hotels perfectly located in urban cores of gay- friendly cities. We just opened hotels in Miami, Midtown Atlanta and Los Angeles, and in the coming months expect hotels in Philadelphia, Baltimore, and many more cities. In each new city our goal is to be the most loved hotel by the local LGBT community.
Ben Finzel: The travel and tourism marketplace was one of the first to recognize the power and potential of the LGBT market and companies such as Kimpton have been particularly innovative in their approach to reaching us. What's next? Any predictions for the future of this kind of outreach in the industry that you'd like to share with us?
Niki Leondakis: The trend in the hospitality industry is that more and more companies are realizing the significance of the LGBT market. They see the opportunity and more and more hotel companies are dedicating sales and marketing efforts and resources to target this community. The question will become, once these companies are able to get in front of the LGBT community, will they be able to deliver and meet guest expectations? As the COO, my job is to assure that Kimpton always stays ahead of that curve. At Kimpton we take great pride in our LGBT employees, guests and vendors. We try to be part of the community, and we will continue to offer our LGBT guests the very best in personalized and individualized care.
Ben Finzel: Niki, thank you. I think your responses demonstrate why Kimpton has been so successful for so long. We hope you’ll continue innovating and excelling. And we hope you’ll remain committed to demonstrating by your example how important championing gay and lesbian marketing and communications is to industry leadership.
SUBSCRIBE