Radisson Hotel Group has taken home the Marketing Initiative of the Year – Thailand honour at the Travel Daily Media Travel Trade Excellence Awards 2026, recognising the group's proprietary content creator platform, Creator Hub. The award highlights the group's push to rethink how hospitality brands engage with the creator economy.
Creator Hub is designed as an always-on ecosystem that links Radisson properties directly with content creators, particularly nano and emerging influencers, to generate authentic, high-quality content across the group's portfolio. The platform addresses a growing pain point in travel marketing: producing compelling material while preserving the trust and authenticity that modern travellers increasingly demand.
Building an always-on creator ecosystem
The initiative was developed on the premise that the future of hospitality marketing lies in enabling authentic storytelling. As creator-led content increasingly shapes travel discovery, traditional polished advertising often struggles to achieve the same level of engagement. At the same time, hotels need a steady stream of content across destinations, while emerging creators frequently face barriers to accessing brands.
Creator Hub bridges that gap. Rather than treating creators as one-off campaign partners, the platform establishes an ongoing relationship model built on access, value exchange, and community. Creators can build profiles showcasing their style, platforms, and audiences, then apply directly for complimentary hotel stays. Hotels, in turn, can create profiles highlighting their destinations and experiences, post stay opportunities, and select creators whose content and audiences align with their brand positioning.
The platform also incorporates a gamified progression system that rewards creators for participation and community contribution. Badges recognise milestones such as completing stays, exploring destinations, generating strong engagement, and contributing to the wider creator community. This blend of technology, gamification, and education has helped Creator Hub attract more than 400 participating hotels and 600 creators in just over six months.
Beyond the immediate content output, Creator Hub has established an always-on content library that can be leveraged across departments, from marketing and sales to guest experience and corporate communications. The model benefits both sides of the creator economy, giving hotels a scalable content engine and creators a reliable pathway to brand partnerships.
The Travel Daily Media Travel Trade Excellence Awards – Thailand celebrate the pinnacle of excellence in the country's travel industry, honouring hotels, airlines, airports, cruise lines, tour operators, travel agencies, booking platforms, and travel technology providers. The awards spotlight key players that consistently redefine industry standards and elevate customer experiences.
Radisson's win comes amid a broader wave of innovation recognised at the 2026 Thailand awards. Other winners included Vio Travel, which took two awards for its DMC platform and sustainability efforts, and St. Regis Bangkok, named Business Hotel of the Year. The awards also honoured Duetto for Revenue Management System of the Year and Dida MCP for AI Initiative of the Year, underscoring the sector's focus on technology-driven solutions.
For travel professionals, Creator Hub offers a case study in how hospitality marketing can evolve beyond traditional campaigns. By prioritising authentic storytelling and long-term collaboration, Radisson Hotel Group is positioning itself at the forefront of creator-led engagement in the region.
