In everyday life thermal radiation means electromagnetic radiation simply because in everyday life thermal energies are too low to produce massive particles. The lightest massive particle (apart from neutrinos - more on this below) are electrons and their mass is 511keV. Using a naive calculation that equates $mc^2$ to $kT$ we find we'd need a temperature of over a gigakelvin before the thermal energy could start creating electrons. Not even the centre of Sun gets even remotely close to that hot.
Still, if we could generate temperatures that high we would start seeing radiated electrons as well as photons, so strictly speaking thermal radiation does include massive particles. The mechanism is simply that at such high temperatures the thermal velocities of charged particles are so high that their collisions create new electron positron pairs just like collisions in particle colliders.
We don't know the mass of neutrinos, though we expect them to be at most about $\frac{1}{10}$ eV. This isn't so far from everyday temperatures since room temperature corresponds to about $\frac{1}{40}$ eV, so in principle hot objects are radiating neutrinos as well as photons. The problem is that the coupling constant for neutrinos is so small that the probability of creating a neutrino is effectively zero.
The bottom line is that while it is indeed true that the Hawking mechanism produces thermal radiation, this doesn't just include photons because thermal radiation can include any particle that is in principle (if not in practice) produced by thermal motion. There is nothing unique about the radiation from a black hole that distinguishes it from any other kind of sufficiently hot system.