Latest news with #KimptonDubai
Campaign ME
09-06-2025
- Business
- Campaign ME
Why smaller creators are becoming luxury hospitality's biggest asset
I have been closely observing the evolving landscape of digital marketing and the creator economy. It's truly fascinating to see the shift taking shape in 2025, particularly here in the UAE, where smaller creators are gaining significant traction. From a luxury hospitality perspective, this evolution offers unique opportunities while reaffirming some of the fundamentals we have always believed in – trust, connection and storytelling with purpose. In my view, the surge in popularity for smaller creators, often referred to as micro or nano-influencers, isn't just a passing trend. It reflects a broader shift in consumer expectations. Audiences today want content that feels real, personal, and relevant. And in a market as competitive and culturally diverse as the UAE, that level of authenticity isn't just appreciated…it's expected. Authenticity over aesthetics We operate in a region long associated with aspiration and aesthetic perfection. Yet in today's digital space, particularly post-pandemic, audiences are craving authenticity. Smaller creators offer just that. Their content is often unpolished, their tone conversational and their interactions with followers feel genuinely community-driven. For brands like ours, that authenticity translates into credibility. When a smaller creator shares a moment from their stay, a relaxed morning on the balcony at InterContinental Residences Dubai Business Bay, it resonates as a lived experience not a marketing message. Digital audiences are becoming more fragmented. Instead of gathering around mass content, users now engage with niche communities built around specific passions, from regional cuisine and wellness to architecture and design. Smaller creators thrive in these micro-communities. In the UAE, where over 200 nationalities live and work, this ability to engage hyper-targeted audiences is invaluable. Whether it's an interior design enthusiast showcasing our property's aesthetics or a food-forward creator exploring our F&B offerings, the message lands with people who are already inclined to care. We expect a similar impact when Kimpton Dubai opens, particularly with creators rooted in culture, culinary exploration and boutique lifestyle. Engagement that converts The strength of smaller creators isn't just in their relatability, it's also in performance. According to Hype Auditor's report on 'The State of Influencer Marketing', nano-influencers have an average engagement rates of 2.53 per cent, far exceeding the 0.86 per cent seen with macro-influencers. In practice, this means more meaningful interactions – thoughtful comments, shared posts, direct messages and stronger calls to action. From our experience, these engagements often convert, whether into bookings, event interest, or broader brand loyalty. It's not just visibility, it's impact. Working with smaller creators isn't just effective – it's efficient. Instead of investing heavily in one marquee influencer, we are able to engage a diverse group of content creators, each with their own voice and audience. This allows us to scale storytelling in a more nuanced, localised way. It also gives us the flexibility to test and learn, trying different formats, content styles and platforms. In a city like Dubai, where trends move quickly and new experiences launch almost weekly, that adaptability gives us a real edge. Overcoming 'influencer fatigue' Audiences are becoming more discerning, particularly in the GCC, where social media saturation is high. Heavily sponsored content from major influencers can now feel transactional or inauthentic. There's a growing sense of 'influencer fatigue,' and larger accounts are no longer guaranteed to cut through. Smaller creators, however, are still perceived as peers. Their content feels more like a recommendation from a friend than a polished pitch. And that relatability gives their content a longer shelf life and greater credibility. When a trusted creator shares their genuine experience at one of our properties, it doesn't just create awareness it builds aspiration. Returning to the heart of influence What we are seeing in 2025 is more than a tactical shift. It's a return to the fundamentals – connection, credibility, and community. As luxury marketers, we are not just promoting rooms or restaurants, we are curating moments that people want to be a part of. Smaller creators help us tell those stories in ways that are meaningful and personal. For us, it's not about chasing reach, it's about creating resonance. And in that pursuit, the quiet voices often carry the deepest influence. Because when it comes to luxury, it's not the scale of the message that matters, it's the sincerity behind it. By Abhishek Grover, Cluster Assistant Director of Marketing, InterContinental Residences Dubai Business Bay and Kimpton Dubai.
Arabian Business
30-04-2025
- Business
- Arabian Business
IHG to introduce Kimpton to UAE with Dubai hotel opening in 2026
IHG Hotels and Resorts has signed a management agreement with API Hotels and Resorts to launch the first Kimpton hotel in the UAE. Set to open its doors in Q1 2026, Kimpton Dubai marks the brand's debut in the emirate and continues the regional expansion for IHG, which now has more than 122 hotels and close to 44,000 rooms across nine Middle East countries. Kimpton, known internationally for its distinctive design and immersive lifestyle experiences, has established a strong global presence across the Americas, Europe, and Asia. Kimpton Dubai to open in UAE in 2026 The brand's entry into the UAE reflects the growing demand for boutique-style, experience-led stays in the region's luxury hospitality landscape. Positioned along the Business Bay Canal, minutes from Burj Khalifa and Dubai Mall, Kimpton Dubai will feature 280 guest rooms, including a mix of standard and suites, three unique dining concepts, and seven flexible meeting spaces, including a ballroom. With a strong emphasis on wellness and leisure, guests will be able to enjoy a rooftop swimming pool, spa, fitness centre, curated retail outlets, and ample parking. This marks the second collaboration between IHG and API Hotels and Resorts, following the opening of InterContinental Residences Dubai Business Bay in September 2024. Earlier, IHG signed a management agreement with The King Abdullah Financial District Management and Development Company, an affiliate of Saudi Arabia's Public Investment Fund, to open the region's first Kimpton hotel in the Saudi capital of Riyadh. Haitham Mattar, Managing Director, IHG Hotels and Resorts – India, Middle East and Africa, said: 'The Kimpton brand continues to redefine luxury lifestyle hospitality, leading the way with individually designed boutique hotels and restaurants that focus on self-expression, world-class design, and genuinely warm service. 'We're proud to introduce this brand to the UAE in partnership with our valued partners, API and to bring a fresh hospitality experience to Business Bay that resonates with both local and international travellers. 'Kimpton Hotels and Restaurants represent the avant-garde of luxury lifestyle hospitality. These properties are thoughtfully designed to inspire connection and creativity, often in collaboration with local talent – from artists and musicians to chefs and designers. We're excited to bring that same energy and spirit to Dubai.' A spokesperson from API Hotels and Resorts, added: 'Our continued partnership with IHG reflects our shared commitment to bringing global luxury experiences to the region. The introduction of Kimpton to Dubai will offer a distinct alternative in the city's hospitality landscape – one that blends elevated lifestyle elements with a boutique soul. 'We're confident Kimpton Dubai will become a landmark destination for both residents and visitors.' IHG now has nine of its core brands operating across the Middle East: Six Senses InterContinental Hotels and Resorts Vignette Collection Hotel Indigo Crowne Plaza Voco Holiday Inn Holiday Inn Express Staybridge Suites
