Today, we released our second annual Digital IQ Index: Hotels report. Ranking 52 prestige hotel brands on 350 data points across four dimensions — Site, Digital Marketing, Social Media and Mobile — the Index serves as a robust and comprehensive quantification of brands’ digital competence. As with all our Digital IQ reports, brands were assigned one of the following rankings, according to their scores:
Genius (3 brands)
Gifted (11 brands)
Average (20 brands)
Challenged (16 brands)
Feeble (2 brands)
What the study’s top-scoring hotel brands all have in common is an organization-wide commitment to digital innovation. Companies like ‘Genius’ Four Seasons, Hilton and Marriott have not only invested in digital upgrades but also adopted emerging platforms like Instagram and Pinterest early. They engaged with fans in a regular, meaningful way across platforms and offered outstanding mobile functionality.
Also important to highlight were those brands that may not have been strong overall performers but stood out for excellence in specific areas, including cross-platform social media integration, online concierge service and in-room technology offerings. For more details on who these brands are, and to read more key findings from the study, watch our video below and download the full report.