|Ritz-Carlton Reserves Focus on Social Storytelling.|
By Melanie Nayer ~ Weekly Exclusive - Views On The Latest Trends
Wednesday, 23rd April 2014
Exclusive Feature: The Ritz-Carlton is opening up a bit more of its Reserve properties to guests, thanks to a dedicated Tumblr account for each property.
These deep-dives into the Reserve properties -- Phulay Bay, Thailand and Dorado Beach, Puerto Rico -- feature video content, images and articles that help tell the story of each destination, and give guests a deeper interaction with the resorts, staff and sense of place.
I caught up with Ed French, Chief Sales and Marketing Officer for the Ritz-Carlton, to learn a little more about the brand's foray into Tumblr. French told me that the emphasis on storytelling is the crux of this new initiative.
“Content will be designed around a sense of discovery and access to a richly-detailed vista of experiences captured first-hand at Reserve resorts around the globe,” he said.
"Storytelling is at the heart of the very best social media content you find. Recent cuts in Facebook’s organic reach algorithms, and increased clutter of users’ feeds on all the big channels (e.g. Facebook, Instagram, Twitter, Pinterest, et al.) make it harder to thread the needle with truly narrative content. We are fortunate in that strong visuals, a compelling vertical (travel), and truly exceptional brand recognition all come together to tell aspirational and inspirational stories of moments in travel and luxury."
The Tumblr page is crafted by journalists and photographers who have visited the Reserve locations, as well as the Reserve's employees.
"The concept of Ritz-Carlton Reserve is around a sense of discovery that guests have when they visit. Therefore, the content on Tumblr needed to reflect that same sense of exploration an reveal as captured first-hand by a traveler," said French.
If you don't already know the Ritz-Carlton Reserve properties, these Tumblr accounts will get you up-close-and-personal - as close as you can be without actually being on-site. The purpose of the Reserves is to help guests truly retreat. The Ritz-Carlton currently has two Reserves open (Phulay Bay and Dorado Beach) with plans to open more in the next two years.
As those hotels open, the Tumblr pages will be edited with new content, as well as ongoing content from the current page. The Ritz-Carlton currently operates on various social media channels, including Twitter, Facebook, Pinterest, Instagram and YouTube.
While the other channels are broad and include information on various properties around the world, French said that Tumblr would be strictly focused on Reserve properties for the foreseeable future.
"Tumblr will be dedicated to Ritz-Carlton Reserve. You will see content from Reserve - bite-sized, sharable material that’s platform-appropriate - mixed into our other 11 brand channels," said French.
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Melanie Nayer is a hotel reviewer and expert on luxury travel around the world. She has covered all aspects of hotels including corporate restructures, re-branding initiatives, historical aspects and the best of the best in luxury hotels around the world.
Melanie writes a weekly exclusive column for 4Hoteliers.com