For the hotel industry more than almost any other industry L2 tracks, digital has transformed the consumer’s entire research process. Today, anyone across the country or around the world can visit a site, download an app, or click on a social media account and instantly know what kind of experience a property will provide–right down to the seasonal menu at the hotel restaurant. Traditional advertising still has value, but a gorgeous print campaign is one thing, 24/7 access to any and all information on whatever device you happen to be on, that’s invaluable. This is not to say, however, that all brands’ digital experiences are good or created equal. In our new Digital IQ Index: Hotels report, which looked at 48 U.S. hotel brands in the Economy, Midscale, Upper Midscale and Upscale categories, there was a distinct bifurcation between Hotels that are part of a parent company portfolio and those that are not.

Not surprisingly, as was the case in our Luxury Hotels report published earlier this year, the enterprise effect–outlined in the infographic above–is extremely strong. Except for La Quinta and Best Western (the Index’s top-ranked brand overall), all of the hotels in the Gifted and Genius classes belong to a larger, portfolio organization. The disparity in Digital IQ between enterprise and non-enterprise is significant: 112 vs. just 83, respectively. What an IHG or a Hilton Worldwide can bring to the table that an individual hotel cannot is scale: corporations can leverage investments and best practices across all their brands’ digital efforts, from apps to live chat to social media strategy.

Daily Insights in Your Inbox

Edit your preferences or unsubscribe