In a preview of key findings from L2’s 2014 Digital IQ Index®: Prestige Hotels, few brands seem to be connecting with the 79% of travelers who view activities as a key consideration in planning a trip. Only one in every five brands in next week’s study offers curated itineraries, but links to local attractions and concierge functionalities on hotel sites have been on the rise since last year.
For example, Four Seasons launched a series of videos and vignettes on the “Extraordinary Experiences” microsite, where guests can explore bookable immersive experiences by region or type and watch video highlights from hotel staff.
Renaissance’s Pinterest-like interface allows guests to search for activities, dining, attractions, and shopping.
Elements of Peninsula Hotels’ relaunched its site to feature a “Moments” section to highlight events at properties around the world. PenCities, a partnership with LUXE City Guides, offers a collection of activity recommendations sorted by destination and interest.
As travelers increasingly rely on online sources and hotel staff for recommendations, investing an inspiring brand site is more important than ever.
For more on how Prestige Hotel brands are adopting a digital strategy to attract and engage consumers, look out for our upcoming Prestige Hotels report.
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