Hyatt Hotels is seeking to inspire potential guests with user generated marketing after the launch of a new platform to capture pictures from social media.

Created by Olapic, the platform works in two ways. It allows guests to upload their pictures and share across the Hyatt network, as well as scouring the web to include other photos already shared online.

Visitors to the site, which has already included about 85,000 Instagram pictures associated with the chain’s 575 properties around the world, are then able to filter by hotel, or type of strip, such as beach, golf, family-friendly, or wedding.

The images are also streamed back to the individual websites on around 300 hotels belonging to the group.

Olapic’s role in the project is as a curator of content found elsewhere on the web, helping the chain obtain reproduction rights from image owners before sharing online on the platform and Hyatt hotel sites.