Tarun Khanna on how Reliance General Insurance is promoting inclusivity in travel

Reliance General Insurance recently rolled out its Pink Star Rating campaign, an innovative initiative designed to enhance travel safety for women. Recognizing that safety concerns often hinder women’s travel experiences, Reliance General Insurance launched this platform to provide a trusted, community-driven space where female travellers can access safety ratings for various destinations. By leveraging crowdsourced insights and AI-driven analysis, the initiative aims to empower women with real-time safety information, enabling them to explore the world with confidence.

In this interaction with Adgully, Tarun Khanna, President & Head - Digital, Marketing & Strategy, Reliance General Insurance, shares the vision behind the Pink Star Rating campaign, highlighting how it works, the role of AI in safety assessments, and the impact of collaborations with travel influencers like Kamiya Jani. He also discusses the broader implications for the travel and hospitality industry, emphasizing how businesses can use these insights to enhance safety measures for women. With a strong commitment to creating safer and more inclusive travel experiences, Reliance General Insurance envisions Pink Star Rating as a global platform that will continue to evolve with advanced safety features and expanded reach.

What inspired Reliance General Insurance to launch the Pink Star Rating campaign?

Women travellers often face safety concerns that can limit their travel experiences. Reliance General Insurance launched the Pink Star Rating campaign to bridge this gap by providing a trusted, community-driven platform where women can access safety ratings for various destinations. This initiative aligns with our commitment to promoting security, confidence, and inclusivity in travel, ensuring that women feel empowered to explore new places without fear.

How does the Pink Star Rating platform work, and what makes it unique in ensuring women’s travel safety?

Pinkstarrating.com is a user-driven platform where women travellers can rate and review destinations based on safety factors such as public security, transport options, accommodation, and overall travel experience. What makes it unique is its crowdsourced insights, combined with expert safety analysis, creating a comprehensive and dynamic safety guide for female travellers worldwide.

What role does AI play in determining safety ratings, and what key factors are considered in the assessment?

AI plays a crucial role in analysing user-generated reviews, real-time data, and global safety reports to provide accurate and up-to-date safety ratings. The assessment considers key factors such as:

• Public safety (crime rates, harassment reports)
• Transport security (availability of safe transit options)
• Accommodation ratings (women-friendly hotels and hostels)
• Emergency services access (proximity to police, medical facilities)
• Local community feedback (insights from travellers and residents)

With Kamiya Jani as the face of the campaign, how do you see her influence shaping the initiative’s reach and impact?

Kamiya Jani is a respected travel influencer with a strong following and credibility in the travel community. Her authentic storytelling and experience as a solo traveller make her an ideal ambassador for Pink Star Rating. Her influence helps reach a wider audience, build trust, and inspire more women to explore the world while staying informed and cautious.

Solo female travel is on the rise – how does this initiative empower women to explore new destinations with confidence?

Pink Star Rating equips women with real-time safety insights, verified ratings, and peer recommendations, allowing them to plan their journeys with greater confidence. By sharing experiences, accessing trusted resources, and making informed decisions, women can feel more secure and independent while traveling.

How does Reliance General plan to raise awareness and encourage women travellers to actively use the Pink Star Rating platform?

We are implementing a multi-channel awareness strategy, including:

• Social media campaigns with real traveller stories
• Collaborations with travel influencers like Kamiya Jani
• Partnerships with women’s travel communities and safety organizations
• Integrations with travel platforms to provide easy access to safety ratings

Our goal is to ensure that every woman planning a trip considers Pink Star Rating as an essential travel resource.

What partnerships or collaborations are you exploring to expand the reach and credibility of this initiative?

We are actively exploring partnerships with:

• Travel platforms and booking sites to integrate safety ratings
• Women-friendly accommodations and transport providers
• Safety technology firms for real-time alerts and emergency support
• Government and tourism bodies to enhance safety policies

These collaborations will strengthen the credibility of Pink Star Rating and expand its global impact.

In what ways can travel and hospitality industries leverage Pink Star Rating to improve safety measures for women?

The travel and hospitality industries can use Pink Star Rating insights to:

• Enhance safety measures in accommodations and public spaces
• Improve transport security with women-friendly options
• Train staff to ensure women feel safe and supported
• Develop travel policies that prioritize female traveller security

By integrating these insights, businesses can create safer and more inclusive travel experiences.

What is the future for Pink Star Rating? Do you foresee expanding it to include additional safety features or global integration?

Yes, our vision for Pink Star Rating includes:

• Global expansion to cover more destinations
• AI-powered real-time safety alerts
• Integration with emergency response services
• Enhanced traveller assistance programs

Our focus is to make Pink Star Rating the most comprehensive and trusted travel safety resource for women worldwide.

How does this initiative align with Reliance General Insurance’s broader vision of promoting safer and more inclusive travel experiences?

Reliance General Insurance is committed to protecting and empowering travellers beyond just insurance coverage. Pink Star Rating is an extension of this vision, helping women travel with confidence by providing the necessary information, resources, and security measures. This initiative reflects our larger goal of making travel safer, more inclusive, and accessible for all.