This Cannes luxury hotel is outperforming Parisian palaces on Instagram in 2026
When a Côte d’Azur palace outshines the great Parisian names on social media, it’s worth paying attention. Hôtel Martinez, the Cannes luxury hotel that recently earned the prestigious palace designation, has climbed to second place in the overall ranking of France’s most influential Travel and Tourism brands on Instagram, according to the barometer published by agency Kolsquare for the first half of 2026.
An engagement rate that puts this luxury hotel in a league of its own
What stands out most about Hôtel Martinez’s results isn’t so much its position in the ranking as the way it got there. With 380 content creators mobilised, the Cannes palace generated 1,355 posts and recorded an engagement rate of 26.2%. That is, by a considerable margin, the strongest performance on the overall podium, ahead of Disneyland Paris in first place and Savoie Mont Blanc Tourisme in third.
To measure this influence, Kolsquare uses the Earned Media Value (EMV) indicator, which translates the likes, comments and shares generated by a brand into a monetary figure. On that basis, Hôtel Martinez reaches €8,255,220 in EMV. That number gives a concrete sense of the economic weight a well-executed influencer strategy can carry for a prestige property.
The palace’s Instagram account has around 95,000 followers. That figure is modest compared with some major consumer brands, yet it did nothing to prevent these remarkable results, underlining just how effective targeted outreach through Key Opinion Leaders (KOLs) can be.
Cannes dominates the hotel and accommodation brand rankings
Within the specific hotel and accommodation category, Hôtel Martinez takes the top spot. Behind it, two other five-star Cannes properties complete the podium. Carlton Cannes records €3,725,390 in EMV, while Hôtel Barrière Le Majestic posts €2,865,521 in EMV, a performance made all the more notable by a climb of 16 places in the rankings.
This concentration of Cannes properties at the top of the table is no coincidence. The Cannes Film Festival in May almost certainly amplified the visibility of these establishments on Instagram, drawing a significant influx of content creators and influential personalities to the city.
- Hôtel Martinez (Hyatt group): €8,255,220 EMV, 26.2% engagement, 380 KOLs
- Carlton Cannes: €3,725,390 EMV
- Hôtel Barrière Le Majestic: €2,865,521 EMV, +16 places in the ranking
- Four Seasons Hotel George V (Paris): €2,859,216 EMV
- Brach Paris: €1,738,304 EMV
- Ritz Paris: €1,716,989 EMV, 1,833 posts, 634 creators mobilised
Parisian luxury hotels hold their ground in the Top 10
While Cannes dominates the upper reaches of the ranking, Paris maintains a solid presence in the Top 10 most influential hotel and accommodation brands on Instagram. Four Seasons Hotel George V takes fourth place with €2,859,216 in EMV, followed by Brach Paris at €1,738,304 in EMV.
Ritz Paris, sixth in the ranking with €1,716,989 in EMV, stands out on another metric: it produces the highest volume of content in the entire ranking, with 1,833 posts generated by 634 creators. That figure shows that a luxury hotel can also bet on sheer content volume to sustain its visibility, even if that approach doesn’t guarantee the best engagement rate.
A study that reveals the scale of influencer marketing in high-end hospitality
To compile this barometer, Kolsquare analysed 1,220 accounts, 640,867 pieces of content and more than 203,415 KOL profiles over the period from January to June 2026, compared with the same period in 2025. The scope of that analysis gives a sense of just how significant the phenomenon has become within France’s Travel and Tourism sector.
The rest of the hotel category’s Top 10 confirms the luxury and premium orientation of the ranking, with notable entries including Relais & Châteaux, JW Marriott Cannes and Four Seasons Florence, the latter a reminder that this influence extends well beyond French borders. Ultimately, the Kolsquare barometer paints a picture of a landscape in which high-end properties, whether in Cannes or Paris, have fully embraced digital influence as a core driver of visibility.
