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Special Project

Special Project
From the 7th Annual Shorty Awards

Best Use of Instagram

Entered in Instagram


The Ritz-Carlton presence on Instagram is tied directly to the brand platform "Let Us Stay With You." Instagram is the component of The Ritz-Carlton social media strategy dedicated to memories and experiences of guests made at The Ritz-Carlton destinations around the globe. The Ritz-Carlton Instagram feed shares only user-generated content. It is the collected and continuously updated archive of guests' indelible memories from global destinations. Fans & Followers from all social networks on which the brand maintains a presence are encouraged to submit their photos from The Ritz-Carlton destinations around the globe. The brand's Corporate Social Media Team reviews image submissions and approved images are instagrammed by The Ritz-Carlton.

The strategy of #RCMemories, and by extension Instagram, is to celebrate, collect, and engage with travel memories, in real time, from guests of The Ritz-Carlton from around the globe. "Travel inspires the most treasured memories. Share yours on @twitter & @instagram with #RCMemories. We can't wait to see what you discover." Through 100% user-generated content we publish guest stories from our properties around the globe. From special moments like a wedding at Abu Dhabi, Grand Canal or a graduation celebration at Jakarta Mega Kunigan to more typical travel memories like sunsets from a suite level balcony in Naples, Florida, an ocean view from Dorado Beach, or dining with friends in OZONE.

Strategy and Execution

After surveying the social space for other successful luxury hotel initiatives, it became clear that there was an opportunity for real-time user-generated resort content and a more engaging, personal experience between users and the hotel brand.

The Ritz-Carlton Instagram feed posts only brand-approved user-generated content. Images shared highlight memories collected at The Ritz-Carlton destinations around the globe on a brand-owned social channel.

Through the implementation of a submission tab on Facebook we gather user generated content that is then shared on Instagram as one of many #RCMemories. We also use the app "Regram" to find content that uses the brand hashtag #RCMemories which we then repost on our channel.

The "Your Memories" web portal on, launched on July 24th, 2014, displays photos of captured moments as they are shared by guests on Twitter and Instagram and tagged with #RCMemories. Guests may also submit their photos directly through the website to be a part of the memory collection and display. Travelers share their personal experiences at Ritz-Carlton hotels and resorts for others to see and be inspired by in a dynamic, mosaic-like display of images that is continuously refreshing. Consumers visiting can also share the photos displayed on the 'Your Memories' page on their personal Facebook, Twitter or Sina Weibo pages.


Entrant Company / Organization Name

The Ritz-Carlton Corporate Social Media Team & Pandemic Labs