Hospitality for the Kind Consumer
Tapping into the ‘kindness economy’, US-based website Kind Traveler now offers individuals the opportunity to make charitable donations in exchange for exclusive rates and packages with a number of sustainably minded luxury hotels.
In order to leverage these special deals, would-be travellers need to log onto the Kind Traveler website and direct their donation towards one of 10 causes, which include animal welfare, disaster relief and human rights. After completing their donation – which could start at $10 – a generous discount can be redeemed when booking a hotel in a variety of sought-after destinations, such as 1 Hotel South Beach in Miami and The Benjamin in New York.
The initiative is sponsored by global architectural and design practice Gensler and socially conscious cruise line Fathom, owned by US cruise operator Carnival Cruises. See Wandering Wellness for more.
This sort of concept enables brands to build the feel-good factor into their offers from the outset, and is sure to appeal to today’s value-led Gen Z and millennial consumer cohorts. For more on conscious and informed traveller tribes, see New Luxury Travel, Focus on Family and The Empowered Customer Journey. For more on how kindness has become a pivotal commercial tool in winning the hearts and minds of switched-on consumers, see Doing Good.