When it comes to social media, most iconic hotels are stuck in the past. They rely on their legacy status, believing their name recognition alone will drive bookings in the modern era.

But there's one centenarian hotel that's breaking free from this mindset– the Ritz Paris.

This property (not to be confused with Ritz Carlton) has stood proudly in Place Vendôme for over 120 years. Yet their marketing strategy is anything but traditional.

While many legendary hotels struggle to connect with today's travelers on social media, the Ritz Paris is showing exactly how a historic brand can dominate in the digital age.

The Numbers Don't Lie.

Looking at their Instagram performance, you might think we're talking about a trendy boutique hotel or a scrappy unique stay operator:

✅ 687,000+ engaged followers

✅ Consistently hitting 100-200k views on reels

✅ Their best performing reel reached 3.1M+ views

✅ Countless likes, comments and shares on each post

✅ Even their static posts can pull 10k+ likes

For comparison, most iconic hotels see 200k unengaged followers, struggle to break 10k views on reels, and their engagement rates are practically zero.

The Ritz’s ability to dominate social media stems from a long history of innovation…

Their willingness to break the mold shouldn't surprise anyone who knows their story.

Innovation is in their DNA.

The story begins with César Ritz, a former goatherd from a small Swiss village who was once fired from an early hotel job and told he'd "never make it in hospitality."

By 1898, this same man, now dubbed the "king of hoteliers and hotelier to kings," transformed two 18th-century townhouses in Place Vendôme into what would become the world's most prestigious hotel.

This wasn't just another luxury property– it was revolutionary.

They were the first hotel to have electricity on every floor, the first with private bathrooms in each room, and the first to truly harmonize luxury dining with luxury stays through their partnership with legendary chef Auguste Escoffier.

Together, they pioneered the concept of "luxury hospitality" as we know it today, introducing innovations we now take for granted: the king-size bed, indirect lighting, and even built-in closets with automated lights.

Their guest list reads like a who's who of the 20th century:

- Marcel Proust wrote chapters of his masterpiece there

- Coco Chanel made it her home for 34 years

- Ernest Hemingway famously "liberated" the bar during WWII (after downing 51 martinis in celebration, of course).

Through the decades, the Ritz Paris has continued to evolve while maintaining its soul.

A $450 million renovation in 2016 modernized everything while preserving the property's historic charm.

They reduced room count from 159 to 142 to create larger spaces, added the world's first Chanel spa, and proved that innovation wasn't just in their past – it was their future.

The innovation continued into their marketing strategy.

The Ritz Paris masterfully crafted their content strategy to attract the Modern Traveler.

Here's their winning formula:

1. Guest Experience Over Cinematic Shots

Instead of heavy b-roll that looks like a commercial, they show real moments:

- Intricate breakfast setups in their courtyard

- Behind-the-scenes pastry making in their kitchens

2. Action-Driven Content

Every frame includes purposeful movement to keep viewers engaged:

- Staff placing items on breakfast tables

- Chefs cutting into their signature dishes

- Teams setting up private events

- Bartenders crafting cocktails

Solving the problem of short attention span.

3. Emphasis on Story Structure

Each reel walks potential guests through an experience at the Ritz:

- Morning rituals from wake-up call to breakfast

- Evening turndown service from start to finish

- Guest arrival experiences with their bellhops

4. Team Integration

They put their staff front and center in their content, humanizing the hotel:

- Chefs sharing cooking techniques

- Housekeepers preparing perfect rooms

- Concierge team crafting experiences

- Bellhops guiding viewers into the hotel

They put faces behind the experiences that a guest can expect with their stay.

5. Hook-Driven Approach

They master the art of stopping the scroll:

- Opening shots through their iconic doors

- Team members welcoming viewers inside

Their content strategy is leading to more than just vanity metrics…

- Direct Booking Power:

By reducing dependency on OTAs, they're saving 15%+ in fees. With rooms ranging from €1,500 to €40,000+ per night, this adds significant revenue to their bottom line.

- Full Control of the Guest Journey:

With direct bookings, they craft personalized pre-stay experiences and exclusive upgrades that would be impossible through OTAs.

Every touchpoint, from custom amenity packages to arrival logistics, can be tailored to each guest's preferences.

- Enhanced Guest Communication:

Their social presence creates immediate, two-way dialogue with guests.

Rather than waiting for email responses, potential visitors can get instant answers through direct messages and comments, all on platforms they're already using daily.

- Brand Awareness:

Their viral content does more than generate views—it consistently reinforces their luxury positioning and keeps them top of mind for luxury travelers.

Each post serves as powerful social proof, showcasing their unparalleled experience to potential guests.

- Long-Term Guest Relationships:

Unlike OTAs where you rarely even get a guest’s email, their social strategy enables ongoing connections.

They can re-market to past guests and maintain communication long after stays, creating a powerful channel for driving repeat bookings.

The Ritz Paris proves that even traditional luxury hotels can excel in modern marketing.

They've found the perfect balance between maintaining their legendary history while adapting to reach the Modern Traveler.