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Special Project

Special Project
From the 11th Annual Shorty Awards

W Hotels Instagram

Entered in Instagram Presence


Born from the bold attitude and 24/7 culture of New York City, W Hotels has disrupted and redefined the hospitality scene for nearly two decades. Trailblazing its way around the globe, with over 50 hotels, W is defying expectations and breaking the norms of traditional luxury wherever the iconic W sign lands. With a mission to fuel guests' lust for life, W ignites an obsessive desire to soak it in, live it up and hit repeat. The brand's provocative design, iconic Whatever/Whenever service and buzzing Living Rooms create an experience that is often copied but never matched. Innovative, inspiring and infectious, the brand's super-charged energy celebrates guests' endless appetite to discover what's new/next in each destination, to see more, feel more, go longer, stay later.

True to our brand mission to "Fuel Lust for Life," W Hotels uses the full breadth of the Instagram platform to showcase the experience of staying at one of our destinations worldwide. Through FUN, high quality and luxury-driven lifestyle content, we optimize our presence on the platform beyond just the feed… the grid is only where it begins.

Aiming to spark followers' interests in our hotels for more than just a promise of a comfortable mattress, we speak to our passions in music, fashion, design, FUEL and beyond by creating shareable experiences optimized for organic, earned and paid social results.

Strategy and Execution

It's all about the content.

We use top-quality video and imagery coming from various sources that is optimized for social sharing. While our account is centrally managed, contributions came from our hotels around the globe by working with location specific marketing mangers who have the ability to highlight whats New / Next and unique to their destinations. We employ a takeover strategy on IG Stories showcasing inspiring individuals and allowing them to speak to our followers in their own tone of voice.

We make it a point to seek out and work with talented content creators who are actively changing the landscape of the platform. Their work helps us push the limits of creativity on Instagram, helping us to publish scroll-stopping content in various mediums (video, photo, gifs, graphic design, illustration, etc)

Keeping in mind the potential for this content to live beyond the feed, we make sure that the final product is ready to boosted with paid media as soon as it's live. We run an always-on paid social strategy across static posts, Instagram Stories and even made custom GIPHY Stickers to be integrated on Stories (and beyond).

We also tap into user-generated content from the 732.5K public posts shared by nearly 420K Instagram users staying at our hotels around the globe. Not only does this help us scale our content efforts, it creates an aspirational objective for followers and guests to post their best shots to their Instagram feeds for the opportunity to get a featured on our global accounts.


- Over 300K Followers on @whotels-- a 25% increase Year-Over-Year

- Accounting for hotel accounts, W Hotels Worldwide has over 1.1M followers across Instagram-- a 30% growth Year-Over-Year

- 732.5K (public) Earned Mentions across Instagram (+33% growth Year-Over-Year), resulting in 341.9M Potential Impressions (80% growth Year-Over-Year)


Entrant Company / Organization Name

W Hotels Worldwide


Entry Credits