The Ritz-Carlton Social Engagement Ranked Number One

             The Ritz-Carlton Social Engagement Ranked Number One

Leading Luxury Brand Praised for Focus on Quality Over Quantity

PR Newswire

CHEVY CHASE, Md., July 28, 2014

CHEVY CHASE, Md., July 28, 2014 /PRNewswire/ --When independent social
analytics provider Engagement Labs published their hotel industry social media
engagement report earlier this month, The Ritz-Carlton Hotel Company, LLC was
ranked number one – more than 25 points ahead of all other hospitality
companies. The ranking was based on Engagement Labs' eValue analytics tool It was also the
second engagement study this year that gave the first place spot to The
Ritz-Carlton brand, which was reported in February by the social media
benchmarking and engagement analysis firm Shareablee (
The study revealed that across Facebook, Twitter, and Instagram, The
Ritz-Carlton received almost four times more engagement than any other hotel

Ritz-Carlton Facebook

In April 2009, The Ritz-Carlton made their first foray into the social
environment with the launch of a Facebook page and Twitter channel. The brand
made an early decision not to chase a large audience of unqualified fans, but
rather to focus on building an audience of keen travel, luxury, lifestyle and
brand enthusiasts with whom they would engage in meaningful daily

"Social media affords us the opportunity to interact in meaningful ways with
our communities; developing deeper connections with them and enabling
conversation even when they are not physically staying with us. The
interactions across each of the 12 social channels on which we have a presence
are a natural extension of the way in which we interact with our guests in
hotels," said Ed French, Chief Sales and Marketing Officer. "We seek to enrich
the social media experience and to be a primary source of trusted travel
information and insights for our fans and followers. The importance of each of
our online channels continues to grow as our guests live more of their lives
in the digital space," he added.

Today, each Ritz-Carlton channel connects with past, present and future
guests. There is a deliberate absence of promotions and contests that drive
short-term followers for a temporary period of interest and engagement. "We
know that our guests treasure the memories they make at The Ritz-Carlton,
whether in San Francisco or Singapore," shared Allison Sitch, Vice President
Global Public Relations, who oversees The Ritz-Carlton social media
communities. "Each of our channels, and each piece of content we publish
(20-40 per day) is crafted to enrich the brand experience for our fans. On
foursquare we bring the insights of our Concierge to guests' pockets.

On Twitter, we provide a single source for inspiration from our portfolio and
curate #RCMemories from around the globe. On LinkedIn, we bring the thought
leadership of our senior executives to the forefront. Facebook, Pinterest and
Instagram engage with guests in their daily lives with bite-sized content that
connects as they plan for, or reflect upon their journeys with us" she added.
"We are also testing some interesting ideas on WeChat and Sina Weibo in China;
bringing The Ritz-Carlton to life for guests being introduced to the brand for
the first time. Calculated decisions are made about how, when and where our
followers will consume content; this type of thinking led us to position
Ritz-Carlton Reserve on Tumblr, a network that allows us to bring long-form
content to life, and detail the experiential nature of staying at a
Ritz-Carlton Reserve."

The Ritz-Carlton spends as much time seeking to understand consumers as they
do composing content for them. Each social network has its own set of metrics
used by the brand to produce analytic insight into the most popular content
curated. "If something doesn't quite drive the engagement we would hope for,
we work quickly to revise and adjust the approach. Large numbers aren't the
goal. Likes and retweets don't necessarily translate to engaged consumers,"
added Sitch. "When we look at the completed body of work, our measure of
success is whether or not we have succeeded in connecting with guests in a way
that matters to them. That could mean addressing an inquiry about services
during a stay, or it could mean inspiring a guest to discover a new experience
by traveling to somewhere new."

According to Ed Gazarian, Vice President Client Services at Pandemic Labs, the
social media partner agency of The Ritz-Carlton, the big data social media
provides is a significant benefit when seeking to understand consumers. But it
can also be misleading if reacted to, too quickly. "Each engagement with a
guest is its own unique interaction. Each social media touch point is an
opportunity to grow a relationship and foster a deeper connection with The
Ritz-Carlton" said Gazarian.

The Ritz-Carlton has a proven track record of using social networking
platforms to build and enhance the brand and bring people together in the same
physical space or event. It successfully used Twitter to underscore its
central role at global events such as Toronto International Film Festival,
International Luxury Travel Market, Arabian Travel Market and IMEX America,
whilst broadcasting and conversing about the brand's messages on a large scale
and also drawing foot traffic to physical spaces by engaging with other

The effectiveness of The Ritz-Carlton on social media has led to significant
year-on-year increases across all leading platforms, including Facebook which
has jumped nearly 30% percent to more than 1.2 million fans across the
company's brand page and 65 hotel Facebook pages. In addition, the brand
Facebook Page consistently performs at over double the Facebook-established
benchmark for post level engagement.

"The Ritz-Carlton brand philosophy is built around the concept of providing
unique experiences for our guests that leave indelible memories after a visit
to one of our hotels," continued French. "With the continued growth and
influence of social media we are seeing this amplified online more than ever
before. Therefore it is essential for us to remain relevant to the consumer
and be strategic and sensitive about the ways in which we engage in the

About The Ritz-Carlton Hotel Company, LLC

The Ritz-Carlton Hotel Company, L.L.C., of Chevy Chase, Md., currently
operates 86 hotels in the Americas, Europe, Asia, the Middle East, Africa, and
the Caribbean. More than 30 hotel and residential projects are under
development around the globe. For more information, or reservations visit the
company web site at The Ritz-Carlton Hotel Company,
L.L.C. is a wholly-owned subsidiary of Marriott International, Inc.

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SOURCE The Ritz-Carlton Hotel Company, L.L.C.

Contact: Allison Sitch,, Vice President, Global
Public Relations, +1 301 5474700
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