o

Where we are now

o
a

How Brands Can Be More Inclusive of Plus Size People In Travel

May 5, 2019 1 Comment

How Brands Can Be More Inclusive of Plus Size People In Travel

May 5, 2019 1 Comment

If you have been following me for a while you will know that I am incredibly passionate about the representation of plus size people in travel marketing. Whether it’s their websites, their social media or their influencer campaigns – my research has shown that brands feature little to no plus size people in their marketing materials.

Whilst it may seem as though it’s unimportant, they’re effectively excluded one of the biggest markets in the UK.

According to a report by the organisation for Economic Cooperation and Development (OECD), 63% of the UK is considered plus-size. With over 50% of the UK population being excluded from travel marketing completely, imagine the difference it could make if they start to cater to this audience too.

Although a lack of representation doesn’t influence everyone’s decision to book a holiday or go on a trip, a large portion of the 63% will be too scared or anxious to travel due to the fact they don’t recognise themselves in any of the marketing materials. If they can’t see someone they relate to, they will feel as though the experience will not cater to them.

For those with confidence issues, it can put them off travelling altogether.

Whilst there is A LONG way to go before any changes happen, I wanted to put together a guide for travel brands, showing them the small changes they can start to make in order to be more inclusive of plus size travellers.

Feature Plus Size Travellers on All of Your Social Media Channels

One of the most common forms of marketing is social media, especially when it comes to travel. With brands featuring photos of stunning destinations and beautiful travellers enjoying their own adventure, no one ever thinks to use a photo created by a plus size traveller.

As part of the plus size travel community I know that there are THOUSANDS of amazing photos out there that can be used, so why aren’t travel brands using them? Whether it’s not being able to find them or being too scared to post them, this is an easy first step to take.

When it comes to finding photos of plus size travellers in gorgeous destinations, you can search the popular #plussizetraveltoo, #fatgirlstravelling, #fatmentravelling, #fatgirlstraveltoo, #plussizetravel and #travelinclusivityhashtags. Save a few of your favourites and spread them out throughout your regular content.

Include Information That Will Be Useful to Plus Size Travellers on Your Website

There is a real shortage of information available when it comes to plus size travel, so featuring this on your website could be incredibly helpful to potential customers. Whether it’s details about the location of the hotel or the weight-limits for local activities – plus size people need this information too. Whilst I understand this information may be hard to find, to begin with, it only needs to be a couple of sentences in order to make a difference.

Offer Extra Advice to Plus Size Travellers Who May Be Concerned

If you’re unable to find any information that would help plus size passengers, you may want to include on your website that they’re able to contact you should they have any concerns. Whether its concerns surrounding the size of the seats on the plane or whether or not they’re going to be too big for the hotel beds – you need to be able to give them as much advice as you possibly can.

Use Plus Size Models in Your Video Shoots

One of the main things I noticed when researching travel marketing videos was that everyone looked the same. All of the families were same-sex, white, slim and very very happy. Whilst this may be the easier choices when it comes to casting, it definitely is representative of everyone who likes to travel. When you next go to film a campaign, consider casting plus size models in your videos. Not only will they resonate with more people, but they will show that yes, plus size people do travel too.

Use Plus Size Models in Your Campaign Photos

Similar to the above, casting plus size models in your campaign photos is another easy step to take. There are LOTS of incredible plus size models out there so when it comes to shooting, there really is no reason why they can’t be included too. We like to sunbathe, we like to swim, we like to hike and we definitely like to travel too.

Consider the Stock Imagery That You Use

After carrying out my research I had a lot of brands reach out to me to say that when it comes to imagery, they use stock sites in order to save money. Whilst I understand it’s a cost thing, there are also stock image sites out there that are designed to be more inclusive. EXAMPLES INCLUDE….

Feature Plus Size Influencers in Campaigns and on Press Trips

With the rise of bloggers and influencers, press trips are becoming more and more common. Whilst this is amazing for the travel industry, each and every press trip is starting to look exactly the same. There is never any diversity and with so many incredible plus size content creators out there, they should be considered for campaigns too.

When putting your potential list of attendees together, make sure you’re looking at a mix of different people. Search popular travel hashtags to find people that align with your brand’s core values, ensuring you’re representing a wide range of target audiences as you do.

Show A Wide Representation of People When It Comes to Your Brochures

As mentioned above, the imagery that you use is important. Although brochures are not as common as they used to be, they still need the same amount of care and attention other aspects of your business do.

Consider How You Can Be More Accommodating to Plus Size Travellers

Finally, it’s important you’re considering how accommodating your business is to plus size travellers. Whether it’s the size of the seats on your plane or the information you provide, catering for the 63% should be your main priority. Whilst I understand it’s going to take a long time to make any major changes, the amount of difference it could make could be an INCREDIBLE opportunity for your business.  

In reality, these suggestions are just the tip of the iceberg. For more information about how you can become a plus size inclusive travel brand, please do not hesitate to get in touch with me. I’d be more than happy to answer any questions you may have over at [email protected].

1 Comment

  • Simone Ribeiro May 15, 2019 at 7:15 am

    Great points shared here. Thanks! I hope the brands could understand the plus sized market is a reality and focus on it instead of ignoring it.

  • Leave a Reply

    This site uses Akismet to reduce spam. Learn how your comment data is processed.

    I'M KIRSTY LEANNE

    My mission is simple. I want to help change the way travel looks, showing both brands and society that plus size people really do travel too. In a community where plus size travellers are made to feel unwelcome, I want to inspire and advise people like me on how they can make the most out of their own incredible travel experiences.Join me as I share my own personal experiences, my best tips and tricks and all of the challenges I face along the way. It won’t always be an easy ride, but it sure as hell will be a fun one.

    Working together, we can change the way that travel looks today

    WHAT TO EXPECT

    Instagram

    • AD | GIFTED 💙 It’s not very often I post a photo of myself looking so serious, but apparently my new hair gives me all kind of sass I didn’t know I had 😂🙌🏻
.
.
Today has consisted of lots of content writing work, recording interviews for the Plus Size Travel Too podcast and packing most of my things ready for America. Just a couple of bits to buy tomorrow and I SHOULD be ready to go next week ✈️🇺🇸
.
.
If there is anything that should on my America packing list (either Trek America or Walt Disney World), let me know now so I don’t forget it. And yes, before anyone says, I do have my passport 😂😇
.
.
❤️ Smock dress gifted from @boohoo
📸 @unwrittenchloee #plussizefashion #psootd #plussizeootd #plussize #psbloggers #ootd
    • AD | GIFTED ✨ So, I did a thing 💇🏼‍♀️ After leaving my hair 14 MONTHS without a cut, I finally got to the point where it was in such bad condition, it needed a major revamp to look healthy again 😭
.
.
I haven’t had short hair since I was in secondary school, so naturally I was scared to have to have so much off - especially as I would use my hair as a bit of a security blanket when taking photos. I’m still not *100%* in love with, but my hair feels much healthier and I’m definitely feeling a little more confident 👏🏻🙌🏻
.
.
❤️ Jumpsuit gifted from @dorothyperkins
📸 @unwrittenchloee #newhair #plussize #plussizefashion #plussizeconfidence #psootd #psbloggers
    • AD | PRESS TRIP ✨ It feels like forever since I was wandering around Palma, when I reality it’s only been six weeks. Although I love travelling, it has definitely been nice to have some time at home to work on some of the amazing things that are coming you way (or that have already launched since the time of this trip) 👏🏻
.
.
I have so many plans for both kirstyleanne.com and Plus Size Travel Too But I know if I do too much at once I’ll probably burn out. I think sometimes I forget that I have a full time freelance content writing position alongside my blog, as I seem to think I can do everything all at once. As amazing as I’d like to think I am, am definitely not super woman 🤦🏼‍♀️
.
.
I don’t actually know what the point of this caption is anymore so I guess what you can take from this is that more exciting things are coming, but I don’t know when 😂 #plussizetraveltoo #plussizetravel #plussize #plussizetraveller #travel #presstrip
.
.
📸: @brogantatexo
    • Counting down the days until I’m at the beach again (It’s 21, in case you were wondering) ✈️🇺🇸☀️
.
.
I hope you’re all excited because although things are a little quiet around here lately, I’m off on my next adventure in 10 DAYS. On the 22nd of May, me and my brother are flying to New York for 2 days before we start the Trek America Atlantic Dream tour. ❤️
.
.
The tour will take us to some incredible places, including Washington, Philadelphia, Shenandoah, Ocoee, Memphis, Nashville, New Orleans, Destin Beach and Orlando. Once we reach Orlando, we’ll be staying for 8 whole days where we’ll be going to Disney, Universal and the Kennedy Space Centre. .
.
This is my biggest trip yet and to say I’m incredibly excited is an understatement. SOMEONE PLEASE GET ME ON THAT PLANE NOW ✈️💙 #Travel #travelbloggers #tbloggers #travelblogging #tblogger #travelphotography #travelgram
    • Without realising, it’s been two weeks since I posted to my Instagram feed. Whilst I had VERY good intentions to post every day like usual, work definitely got in the way. 😭🤦🏼‍♀️
.
.
Whilst I love working for myself, preparing for three weeks ‘out of office’ has meant I’m working double time every day in order to fund my huge trip AND the bills I usually have to cover with my day day to earnings. If there was one thing I would say I miss about employment, it’s holiday pay. 😂
.
.
Since I disappeared a few weeks ago, I guess a FEW exciting things have happened. So, here’s a little catch up: ✈️ I booked flights to California with @fordtography in January 2020. I haven’t been back since I lived there in 2012, so I’ll am SO SO excited. 📸 I bought a new camera and I can’t wait to get some shots with it soon! 🇺🇸 It’s now only 18 days until America and I honestly can’t believe it’s nearly here. Can it be 22nd May already? 🙌🏻 I’ve pitched some AMAZING collaborations with brands for my trip and managed to tick FOUR of my dream brands to work off my list in the space of a few days. Oh my god.
.
.
Okay, I think that’s all for now. What have you all been up to the last few weeks? Tell me everything! 👀 #plussizetravel #plussizetraveltoo #plussizetravelling #fatgirlstravelling #travelinclusivity #fatgirlstraveltoo
    • AD | GIFTED 💙 So far today I have managed to try baking a cake without turning the oven on, put beef in the slow cooker without plugging it in (at least five hours ago) and have rubbed my eyes after cutting hot chilli peppers. At least bad things only come in threes right? I think it might be time to give up and relax with all of my Easter chocolate 😂🍫
.
.
On a completely different note, how gorgeous is the dress from @joanieclothing? It’s perfect for this incredible heatwave we’re having - especially with a pair of chub rub shorts underneath. The plus size holy grail 🙌🏻 #joaniegal #joaniegals #psfashion #psblogger #psbloggers
    • Bosnia is one of those countries that really surprised me when I visited. I knew Mostar would be beautiful, but as were driven from Croatia and through Bosnia, I couldn’t take my eyes off the road the entire time. From the stunning mountains to fascinating fruit farms, it definitely made the long drive (and multiple border control stops) worth it ❤️🇧🇦
.
.
Although I only spent a couple of hours in Bosnia and Mostar, I definitely want to go back to explore more of this beautiful country. ✈️
.
.
What country surprised you the most?
.
.
#bosnia #visitbosnia #mostar #bosniaandherzegovina #visitmostar
    • After a very late night waiting to watch Game of Thrones, I’ve definitely had a slow start this morning - I can’tbelieve there are only five episodes left! I’m really not ready for some of my favourites to die🐺⚔️❄️
.
.
If you watch, who do you think will end up the Iron Throne? 👑 #got #gameofthrones #winteriscoming #forthewatch #allmenmustdie
    • AD | GIFTED 🌼 Don’t mind me, just pretending I’m at Coachella this weekend instead of working ✌🏻
.
.
Festival season is well and truly underway and I’m loving all of the out there outfits already. In the past I’ve always been put off dressing up for festivals as I thought I wouldn’t find anything that’s both comfortable and fashionable in my size, but this year I’m spoilt for choice (especially on the @prettylittlething @prettylittlethingplus website 👏🏻)
.
.
P.S. I think this is my *favourite* photo of me ever 🙌🏻
.
.
❤️ Dress gifted from Pretty Little Thing
❤️ Shoes gifted from Pretty Little Thing ❤️ Headband bought from @primark #plussizefashion #psbloggers #plussizebloggers #plussizefestivalfashion #festivalfashion #festivallook

    FOLLOW MY ADVENTURE

    PLUS SIZE TRAVEL TOO COMMUNITY

    • ✈ PLUS SIZE TRAVEL PROBLEMS PT 1 ✈
.
.
Although I talk a lot about the problems plus size people face when they travel, I wanted to go that one step further and show it in a way that would make EVERYONE want to listen. With such a long list of images I wanted to create, a couple of months ago I hired an incredible designer (@creatiffy_) to help create them for me. She has done an INCREDIBLE job, as I feel they really get across how we may feel when we're travelling  even if we don't say it outloud. Whether it's being worried you won't fit on a ride or awkwardly laughing off that a tray table doesn't fit, deep down we're thinking something completely different to what we may be saying or doing.
.
.
So, whether you're plus size and you can relate to these images or you're straight size and you want to help bring attention to the #plussizetraveltoo campaign, I would LOVE it if you could share this post far and wide. Tag your friends, post on your stories or even send them over direct message. Thank you so so much ❤
.
.
PT 2 COMING NEXT WEEK 🙌🏻
    • @glamazondiaries looks AMAZING on her recent trip to Hawaii. PS. We’re just 50 away from 1k - can we get there this week? 💙✈️
•
•
Use #plussizetraveltoo to be featured on the account 📸
•
•
Changing the way Travel looks ❤️✈️
    • Partly posting this because I LOVE @gingergirlsays and partly posting because  I (@kirstyleanneuk) will be in NY for the first time ever this time next week 🍎
•
•
Use #plussizetraveltoo to be featured on the account 📸
•
•
Changing the way Travel looks ❤️✈️
    • @jetlaggedabbie making us all wish we were flight attendants 💙✈️
•
•
Use #plussizetraveltoo to be featured on the account 📸
•
•
Changing the way Travel looks ❤️✈️
    • Okay, so who knew @travelbeyondsize was a real life mermaid? 🧜‍♀️💙
•
•
Use #plussizetraveltoo to be featured on the account 📸
•
•
Changing the way Travel looks ❤️✈️
    • How amazing does @leabellablogs look on her recent trip to Mexico?🌴💙
•
•
Use #plussizetraveltoo to be featured on the account 📸
•
•
Changing the way Travel looks ❤️✈️
    • Who else isn't ready for cherry blossom season to be over? @youpenga 🌸
•
•
Use #plussizetraveltoo to be featured on the account 📸
•
•
Changing the way Travel looks ❤️✈️
    • Would you dive in? @havecurveswilltravel 🌴💙
•
Use #plussizetraveltoo to be featured on the account 📸
•
•
Changing the way Travel looks ❤️✈️
    • @curvygirlchic making us all wish we were somewhere warmer right now🌴💙
•
•
Use #plussizetraveltoo to be featured on the account 📸
•
•
Changing the way Travel looks ❤️✈️

    JOIN THE MOVEMENT

    ×