Digital IQ Index®

Travel 2011

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The Study

The L2 Digital IQ Index®: Travel measures the digital competence of 89 travel brands across airlines, hotels, and cruise companies. Authored by L2 in partnership with the George Washington University School of Business (GWSB) and ISM, the Index evaluates the digital efforts of prestige travel brands across four criteria: Site, Digital Marketing, Social Media, and Mobile. Each brand was scored against more than 350 qualitative and quantitative data points and assigned a Digital IQ ranking of Genius, Gifted, Average, Challenged, or Feeble.

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Top 10 Ranking

Delta Airlines topped the list, providing consumer convenience across digital platforms. Delta was the first airline to offer check-in and flight status on Facebook and lets travelers book directly from its wall. Delta’s customers can also book tickets through the airline’s mobile site and have access to mobile boarding passes and 24/7 customer service through its Twitter account (@DeltaAssist). The top 10-ranked brands are:
  1. Delta Airlines
  2. Southwest
  3. American Airlines
  4. W Hotels
  5. Hilton Hotels & Resorts
  6. Westin Hotels & Resorts
  1. Continental Airlines
  2. Lufthansa
  3. Four Seasons Hotels & Resorts
  4. Inter-Continental Hotels & Resorts (tie)
  5. Jet Blue (tie)

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