Exclusive Feature: The Ritz-Carlton Hotel Company continues to lead the innovative path in social media with the launch of their newest venture: a social media film series.
 
On their corporate Facebook page, the luxury hotel group launched the film, "A Ritz-Carlton Reserve Adventure," which centers around a woman named Alice and her travel adventures.

Kicking off this week, the Ritz-Carlton is teasing their film series with a clip of the final product, and then showing the entire film live on Friday, Sept. 12., on their branded Tumblr page.
 
Just what is this film series? It's a compilation of posts written by "Alice," a fictional traveler who shares her discoveries as she travels the world.
 
This isn't the first time a luxury brand has taken to social media to push their product in a unique and innovative way. Louis Vuitton brought back the "Art of Travel" with their YouTube series featuring their legendary luggage varieties, and Four Seasons took to social media with their viral "Pin.Pack.Go." campaign on Pinterest earlier this year. In both instances, the brands inspired a new group of social media followers and, potentially, a new legion of consumers.
 
"At a Ritz-Carlton Reserve the service philosophy has been carefully crafted to help individual guests unlock the secrets of individual places. It is a philosophy that successfully reveals the personality of each unique location to create unforgettable experiences. The video series has been designed to take our social media audience on a journey around these beautiful destinations," said Ed French, Chief Sales and Marketing Officer for The Ritz-Carlton.
 
This Ritz-Carlton film series specifically focuses on the brand's Reserve properties, which are gaining more popularity as they start to open up in the Americas and Europe. The flagship Reserve property, Ritz-Carlton Phulay Bay, was joined by the Dorado Beach Reserve in Puerto Rico late last year.

Since then, Ritz-Carlton has launched a Tumblr page dedicated to the Reserve properties and has been sharing more of the Reserve "way of life" with fans on their social channels.
 
And doing it via video is the best approach, if you believe the latest statistics.
 
Facebook, for example, just revealed last week that it's users have viewed an average of 1 billion videos each day since June, leaving us to believe that videos on social media are the latest best-technique for reaching fans and friends.

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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