GLOBAL REPORT—While many hoteliers have adapted to the needs of smartphone users and social media aficionados, some have moved considerably beyond mere social media profiles and free Wi-Fi.

A new breed of hotels is being designed with Twitter, Instagram and other social media platforms foremost in mind. Beyond aesthetics, these properties also are putting social media at the very heart of operations.

For instance, the 184-room Sol Wave House Hotel became the “first ever Tweet Experience Hotel in the world” when it opened in Majorca, Spain, in summer 2012, according to a press release.

The hotel displays its Twitter handle @SolWaveHouse and hashtag #SocialHotel around the property.

“We merge the real and virtual worlds to create a totally new experience,” the property’s website proclaims. “We connect the hotel and everyone in it to their own social community where they can meet, interact, have fun, compete, experience, flirt, tweet and much, much more.”

Simon Geraghty, founder of Dublin-based digital marketing agency DotDash, said the property, which features Twitter-themed rooms and unique drinks at #TwitterPoolParty events, skews toward younger demographics. Guests can even request refills to their minibars using #FillMyFridge.

Meanwhile, the 90-room 1888 Hotel, which reopened this July in Sydney following a two-year overhaul, approached design through the social media lens of photo-sharing platform Instagram.

“Every angle, detail and element of the hotel was looked at through the prism of an Instagram photograph,” said Robert A. Rauch, president of San Diego-based hospitality management and consultancy group R. A. Rauch & Associates.

Repeated requests for interview with 8Hotels Collection, which operates the 1888 Hotel, were not returned by press time.

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