CHANGING HOW HOSPITALITY DOES SOCIAL
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One of the great advances in hotel design has been the inclusion of accessible facilities on property for all guests. Yes, it is a law, but it is also the right thing to do. As an extension of that best practice in architecture, the social media experts at BCV have written a detailed white paper on ADA Compliance in social media.

Overview

Ensuring that all communities have access to messaging and brand content is a critical area of consideration for marketing and communications planning. Understanding the tools available across media types and how to integrate them can assist brands with developing equity across audiences, enveloping those who have sensory impairments or belong to the Deaf, Hard of Hearing, Deaf-Blind, Visually Impaired, or other communities.

Specific to social media, the platforms themselves largely control accessibility and the user experience, with Facebook, Instagram, LinkedIn, Twitter, Pinterest, YouTube, TikTok, and Snapchat each featuring different capabilities. Unlike a website user’s experience that can be informed by backend development, brands do not have the access to change how a social platform integrates accessible features. However, brands can make use of the available tools and features provided by each platform to provide a thoughtful experience to as many audiences as possible.

Although social media is a controlled, third-party platform, there are certain steps that marketers can take to align a brand’s social presence – and a user’s experience – with ADA Compliant policies. Below are a few best practices that BCV recommends in order for brands to put their best foot forward in the world of ADA compliance and accessibility.

Recommended Best Practices

Accessible Communication. Ensure business information is clearly listed and easily found across social pages to facilitate clear communication between your brand and people who may have questions and concerns regarding your accessibility accommodations.

Written Messaging. In order to provide more accessibility for audiences who are within the deaf or hard of hearing community, it is important to ensure your content messaging comes through in instances of videos with audio. When posting videos, if closed captioning is available on the platform, this can be an efficient way to provide accessibility to more people. Certain platforms have taken initiative in this regard and added automated captioning functions. If unavailable, spoken copy within the video should be echoed in the caption of the video to provide context. Here are some examples of platforms that streamlined closed captions options:

Instagram

  • Stories. Utilize the Captions Sticker when posting video content, which automatically transcribes spoken copy onto the screen.

  • IG Threads. A hack to adding closed captions to videos is by downloading Instagram’s Threads app. This platform allows users to easily upload videos, activate automatic closed captions, and then save the video without posting. This feature also allows users to adjust where on the screen the embedded captions will live, so that it fits within the formatting of the platform you will be uploading it to, no matter if you are uploading it on IG, FB, or elsewhere.

  • In-Feed Videos. Opt in to in-feed, automatically generated captions for all video posts with audio.

Facebook

  • Stories. This feature behaves nearly identically to Instagram Stories. Simply select the Captions Sticker, and the closed captions will be automatically generated.

TikTok

  • TikTok allows for easy closed captioning when posting video with a speaker. Simply select the Captions option before posting, and the platform will automatically generate closed captions.

YouTube

  • YouTube offers automatically generated captions that can be added and edited before posting a video.

Hashtag Capitalization. Capitalizing each word in a multi-word hashtag allows for easier recognition by text-to-speech programs. For example, #solotravel may be harder for a program to read, while #SoloTravel will have much higher visibility.

High Color Contrast. Graphics and video should be designed with color contrast in mind; Font and imagery should be selected to provide high contrast for visibility and to assist with readability. The fonts themselves should be clearly legible and large.

Emojis in Moderation. Emojis are not text-to-speech friendly, and therefore should be used in moderation, reserved for times when they have clear value-add, or are held until the end of captions. Also, refrain from using emojis to replace words; This can cause confusion for someone listening to your content read aloud.

For additional opportunities by platform, please see our resource guide, below.

Content Creation

Brands can remind their communities that accessibility is a priority through messaging and content decisions. Additional ways to connect with travelers with disabilities may be:

Inclusive Messaging

  • Incorporating inclusive messaging is the most important step in maintaining an inclusive social media presence. Posting photos that showcase accessibility features, such as an ADA Compliant pool lift or roll-in showers, can give potential guests the confidence to book with your brand. In addition, provide a link in the caption to your brand’s ADA webpage for a full list of on-site accommodations.

  • Be sure you have listed all of your accessibility offerings on the brand website, with clear navigation to this page. In addition, in social messaging, consider prompting guests with disabilities to “check with us” if they are unsure about their stay, and provide clear pathways of communication to potential guests to ask questions about your ADA Compliance offerings.

  • Partnering with a sign language translator for events can be another way to provide accessibility. And as with any messaging, the primary objective should be authenticity.

Influencers

  • Influencers and content creators are leaders in their online communities, often with an extensive and dedicated fan base. Partnering with an influencer who is a member of the community of people with disabilities can position the brand to be a listener and advocate, as well as financial supporter of the community’s favorite social media creators.

BCV Approach

Social media is an important tool for consumers to research the brands they want to do business with. One important question people with disabilities ask is: “Is traveling with this brand possible for me?” There are many brands that are proud of their efforts when it comes to accessibility at their properties, including accessible rooms, amenities, and accommodations. The labor afforded to make these offerings possible should be swiftly supplemented by clear descriptions on the brand website, as well as social messaging.

People with disabilities often have extensive social networks, especially within communities of people with disabilities. And depending on the individual, people with disabilities are more likely to travel with at least one other person. One good review has the potential to lead to extensive recommendations from them to their friends and family, who may also have disabilities.

Aligning social media pages with ADA compliance requirements is valuable to travel brands, most importantly because it builds a company community that supports and includes everybody and every experience. Social media is one of the top tools consumers use to research and evaluate brands, and BCV believes that brands with social media infrastructure to reach people with disabilities are setting themselves up as professionals of inclusion and thoughtful consideration.

Platform

  • Facebook – Facebook’s official accessibility page

  • TikTok – TikTok’s commitment to accessibility and current accessibility features

  • Pinterest – Pinterest’s dedication to inclusivity for all levels of vision

  • Twitter – Twitter’s commitment to accessibility

  • @TwitterA11y – Twitter’s official accessibility account

  • Instagram – Instagram’s alternative text update

  • Youtube – YouTube’s settings page to adjust accessibility settings

Government

  • Digital.com – “Federal Social Media Accessibility Toolkit Hackpad”

Blogs

  • The Real Alexa – “Accessibility on Social Media” by Alexa Heinrich

  • Travel Market Report – “Building a Client Base within the Special Needs Travel Niche” by TravelMarket Report

Creative Examples

Closed Captioning

  • Google’s “How to Heal” Ad – An incredibly moving ad, this video conveys its messaging well, both with sound and on silent, thanks to closed captioning.

High Color Contrast

  • Allbirds – This ad has clear color contrast with bold lettering, making it easy to read.

Capitalized Hashtags & Emojis in Moderation

  • The Sill – This post by The Sill capitalized both the words in their hashtag, as well as saved all their emojis until the end of the caption.

Building Authentic Inclusivity in Hotel Social Media Programs

It’s Pride Month and around the world, the celebrations are in full gear. Cities like Paris, Chicago, San Francisco, Toronto, Rio and Cologne expect an influx of locals and travelers throughout the month. Parade-goers, party-throwers, and luxury hotel properties will be sharing LGBTQ+ content on social media in higher volume, which is great. But inclusivity is so much more than a box to check on its corresponding month. BIPOC, LGBTQ+, and more are focused on all ages, ALL year, on ALL platforms! As you’ll see in this article, there are some good reasons why inclusion, diversity, and consideration for the unique travel needs of these communities require a year-round program.

Money Talks!

Consumers want to spend their money in places that align with their own values. The LGBTQ+ community had a global spending power of 3+ trillion dollars in 2019 in the US alone. In 2021 this community spent 1+ trillion. Market to these travel-loving minority groups in authentic ways, and be part of a massive potential that extends beyond a one-month fete. A property that creates a presence that is authentically inclusive has a chance to weave together a blend of acceptance, location, and amenities that will work for all guests.

How the Hospitality Industry Can Take Action

Develop a year-round social calendar. Marketing and advertising strategies should always include LGBTQ+ initiatives year-round. This includes holidays and non-holidays. Of course that makes business sense as you want to always have a targeted effort to reach people and book rooms. However, more than ever, users from these communities do a little research on companies they engage with and buy from. If that company appears to be rainbow-washing by publishing LGBTQ+ content only during Pride Month, that will be a red flag. Properties that win loyal followers and guests show inclusion in campaigns throughout the year. And yes, that includes non-LGBTQ+ holidays that involve travel.

Be Genuinely Proud of Your Team. You no doubt have team members participating in Pride or other charities and events. Showcase the people on your team as well as any partnerships the property has with the community. Highlight where you are succeeding in DEI.

  • Do you have queer people in leadership roles?

  • What’s your diversity breakdown in upper-level positions?

  • Do you cover body-affirming healthcare for your employees?

  • Are you working with businesses that actively donate to anti-LGBTQ+ campaigns?

  • Share moments of support from your team.

  • Are you hiring LGBTQ+ employees?

  • Have you donated to an LGBTQ+ cause?

  • Have you sponsored a workshop — or participated in one?

Highlight it! Share the stories! It is a great chance to connect with the community and let them see that your property takes a leadership role in active change.

How to promote a welcoming, inclusive atmosphere for LGBTQ guests:

  • Train your staff to be sensitive and welcoming to all guests.

  • Create collateral that is inclusive.

  • Consider events the hotels could host during Pride Month.

  • Consider events that give back to the community. Nothing like a party with a purpose.

One thing to remember: It’s never a good idea to use your people as tokens. Today’s consumers are savvier and care about how your treat guests AND employees, and this doesn’t just apply to LGBTQ+ groups.

Pitfalls to Avoid

First, steer clear of using slang or catchphrases you normally don’t use to try and speak this audience’s ‘language.’ Be authentic and consistent in your messaging–just like you’d talk to any guest.

Also consider that formal titles like Mr/Mrs might put you in the situation of assuming someone’s gender. Whether in person or online, that puts the recipient in an awkward position of correcting if needed.

Finally, monitor your social accounts and have systems in place to block offensive language or imagery. Any ads, videos, or photos posted by the property must ensure that full diversity is being pictured. And while you’re monitoring, listen to the feedback. Is the content resonating? Is there any negative feedback? Positive feedback? Using tools for sentiment analysis helps you understand your audience and determine how well you are connecting. Best practices recommend that you make a plan to take the feedback and add it to your next marketing plan. Better yet, when you practice active social monitoring you have a chance to spring into action immediately, which can be important, especially during Pride Month.

Content Considerations

  • Push authentic relationships

  • Highlight black trans individuals

  • Remember that cookie-cutter content does not speak to this audience

  • Depict full diversity, not just a generic poster person

  • Avoid the stock photography from the Pride Month photo libraries

  • Use UGC and influencers from the LGBTQ+ community

Final Thoughts

A return on a relationship goes much farther than a good month of ROI. Build a relationship with people in the LGBTQ+ community and you will attract bookings from another amazing target market, one that prioritizes travel, adventure, and authentic experiences. Just like your property does.

BCV Resources

How to Create Content with Regard for Religious & Cultural Days of Observances

Social audiences continue to demand inclusion and support for diverse communities from their chosen brands, making 2022 the year for brand conversations surrounding cultural topics. It is important to remember that a brand’s participation in these conversations must be sincere and genuine and provide tangible evidence of community support before engaging in the conversation online. Audiences want to see the actualized, ongoing impact of brands claiming to support diverse communities, supplemented by meaningful and honest online dialogue. Many consumer brands are beginning to support multicultural holidays and observances, but they must ensure that their contributions are authentic, non-promotional, and have lasting meaning.

Learn How to Approach Holiday Content for Diverse Cultures

Step 1: Understand the meaning, history, and significance of the specific day.

Step 2: Evaluate whether your brand ties into the significance or supports the persons, groups, or organizations the day of observance supports or represents.

Step 3: Do your research. How have brands in your industry positioned themselves on social media in the past and what was the sentiment from consumers?

Step 4: If your brand decides to create a post, make sure the post highlights how your brand contributes to the cause or initiative outside of this one specific day and/or highlights persons, groups, or organizations the day of observance supports or represents. Aim to educate, inform, or inspire your audience authentically.
Step 5: Make an honest assessment of who the post is benefiting and confirm alignment with your brand.

READ MORE in our full white paper, including strategies, recommendations and a global holiday calendar.

BCV’s Commitment to Diversity, Equity & Inclusion (DEI)

As an organization comprised of both content creators and consumers, we have a responsibility to represent a diverse range of voices and communities—and an obligation to provide our clients the insights, tools, and technology needed to better serve their customers.

Awareness about racism, sexism, and systemic inequalities has never been more important. Knowing how to navigate this landscape will be vital to the health of your brand externally and internally, and fundamental to participating in social media. If you’re hesitant about how to proceed, you’re not alone. Fortunately, the first step to infusing DEI into your long-term social media strategy is quite simple.

As with all important decisions, we recommend to begin by listening. Before you jump into participating and try to rewrite your entire approach, you should take note of what efforts are already underway and what your own audience wants to see—either through direct input or what kind of content they engage with.

This is an important start, but there’s much more to consider. For further insight, continue reading as we share our best practices, as well as actionable recommendations, on promoting DEI in your social media marketing and content production.

A Responsible Approach

In order to promote diversity and foster inclusion in your content development it should come from a place of authenticity. What does the team behind your brand and your marketing look like? Is there a diversity of life experiences and perspectives? If you want to project a certain image to consumers, it’s important to embody those principles.
Take action: Address problematic word choice, examine false assumptions you’ve made, and ask yourself if your imagery features and speaks to a specific kind of person, at the expense of ignoring many others.

Calling all women who are tired of society telling us to “do this” and “be that.” This one’s for you. Happy International Women’s Day 💥 Directed by@quinnwilsonn. Narrated by@indyamoore.

Adopt Strategies to Be Present on More Than Just Holidays

Be mindful of how the issues you care about might intersect with your brand. And don’t expect to be fluent in racial, social, and political issues overnight. It takes work. It’s about keeping a steady drumbeat going, and weaving awareness and actions into your overall strategy. Being more mindful of your word choice, brand positioning, and image selection on a daily basis is a great way to ensure you’re staying accountable.

Take action: Share content from other brands and organizations with which you feel aligned or launch a content series that spotlights local brands and community leaders that are doing important work.

We’re turning our beliefs into action. The violent attacks against Asians in America in recent weeks are unacceptable. They are a result of racism and xenophobia, which has become more heightened towards Asian communities since the start of the pandemic.
We are continually working toward becoming a truly anti-racist company. To start, we’re donating $100,000 to@aafederation, an organization that furthers justice, wellness and opportunity for Asian communities. This marks the start of a partnership and will provide mental health support for those experiencing and witnessing racism.

Communicate Support for Larger Movements

Many brands are hesitant to express any opinions that could be misconstrued as ‘political,’ even when the sentiment is one of acceptance, awareness, and inclusivity. And while it’s true that expressing such beliefs does open up a brand to criticism, these detractors should be taken with a grain of salt. These are your principles, and they’re worth standing up for.

Take action: Tangible steps like making a charitable donation or partnering with a local organization can speak volumes and demonstrate to your consumer that you’re willing to walk the walk. If sharing these efforts publicly, be mindful of keeping the focus on the movement itself, not on your own charity.

Join us in celebrating the transgender community in honor of International Transgender Day of Visibility. At Hyatt, we continue to support the mission of equality of the@humanrightscampaignand are proud to have received 100% on their equality index for over 15 years.
While we are proud of the steps we have taken and the community we have fostered over the past two decades, we know there are still many steps to take around the world. We will continue to promote equality, respect and learning in order to offer an inclusive environment for our guests and colleagues on this day and every day ahead.

Handling a Negative Response From Your Audience

The operative word in all of this is inclusivity. The goal is to be more aware, more welcoming, and more supportive. Should you encounter negativity, it’s okay to engage directly. If you’ve done the work of building your foundational principles, there’s nothing anyone can say that you won’t have a thoughtful, measured response to.

Take action: What you don’t want to do is delete or hide such messages. Dialogue is a two-way street, and there’s great value in your consumers seeing that you’re an open book. The goal is to articulate not escalate.

Continuing the Conversation

There is no question: representation matters. It tells guests and employees, “You belong here. This is a place where you can be yourself, completely and unapologetically.” It’s imperative that we use our power to bring underrepresented groups into the conversation—to show them that they are loved, appreciated, and always welcome.

Ultimately, promoting diversity, equity, and inclusion takes a dedicated team, and it takes a sustained effort. Let’s keep the dialogue going. We welcome you to connect with us about how BCV can help your brand create more representative and inclusive content.