Royal Caribbean is trying a novel tactic to tempt younger passengers on board its newest cruise ship.
The Symphony of the Seas is already the world's largest cruise vessel, but now it is making a bid to be the world's most Instagrammable, with the appointment of an Instagrammer-in-Chief.
Photographer Russ Francis is the first to claim the title after entering the company's Instagram Intern-Ship at sea competition.
He has been tasked with taking brag-worthy shots of the ship's whacky features, which include the tallest slide at sea, a floor-to-ceiling lego wall and installation art.
“For something to be truly Instagrammable it has to be unique enough that people want to show off about it," said Francis.
“It’s so much more than being a pretty setting. Extraordinary Instagram content causes a reaction whether that’s jaws dropping in amazement or mouths watering at the very best dishes, it’s about capturing experiences that ‘wow’ the viewer."
The company decided to bring the social media guru on board after research showed that 45 per cent of Brits now choose a holiday based on Instagram bragging rights.
Younger consumers are even more likely to use the platform for this purpose, with two thirds of millennials now deciding on their holidays using Instagram.