The company was lauded for Creator Hub platform, which is built on a scalable creator ecosystem centred on authentic storytelling and long-term collaboration.
Radisson Hotel Group claimed victory at the Travel Daily Media Travel Trade Excellence Awards 2026 - Thailand, receiving the Marketing Initiative of the Year - Thailand for its proprietary content creator platform, Creator Hub.
The company’s Creator Hub initiative creates an always-on ecosystem where hotels can connect directly with content creators, particularly emerging and nano creators, to produce authentic, high-quality content at scale. With this, the hotel addresses the growing challenge in travel marketing of generating compelling content whilst maintaining the authenticity and trust that audiences increasingly expect.
Building an always-on creator ecosystem
Creator Hub was developed around the idea that the future of hospitality marketing lies in enabling the people who inspire them to tell genuine stories.
As creator-led content increasingly influences travel discovery, traditional polished advertising can struggle to achieve the same level of trust and engagement. At the same time, hotels need a consistent supply of content across destinations, whilst emerging creators often face difficulties gaining access to brands.
Radisson Hotel Group’s platform brings both sides together. Instead of treating creators as one-off campaign partners, Creator Hub establishes an ongoing relationship model built around access, value exchange, and community.
Creators can build profiles that showcase their style, platforms, and audiences, then apply directly for complimentary hotel stays. Hotels, meanwhile, can create profiles highlighting their destinations and experiences, post stay opportunities, and select creators whose content and audiences align with their brands.
Additionally, Creator Hub incorporates a gamified progression system that recognises creators for participation and community contribution. Badges reward milestones such as completing stays, exploring destinations, generating strong engagement, and contributing to the wider creator community.
With these initiatives, Creator Hub attracted more than 400 participating hotels and 600 creators in just over six months. The initiative has also established an always-on content library that can be used across departments.
By combining technology, gamification, and education, Radisson Hotel Group has created a model that benefits both sides of the creator economy. The Creator Hub is an example of how hospitality marketing can evolve beyond traditional campaigns.
The Travel Daily Media Travel Trade Excellence Awards - Thailand recognises the pinnacle of excellence in the travel industry across Thailand. With a keen focus on honouring the best hotels, airlines, airports, cruise lines, tour operators and travel agencies, booking platforms, and travel technology, projects, and initiatives, it aims to spotlight key players that consistently redefine industry standards and elevate customer experiences.
The TDM Travel Trade Excellence Awards 2026 - Thailand is presented by Travel Daily Media Magazine. To view the full list of winners, click here. For more information about the awards programme, please contact Marni Marco at +(65) 3158 1386 ext. 217 or [email protected].
