Of the 52 hotel brands included in our forthcoming Digital IQ Index: Hotels, 25 were multi-brand organizations such as Starwood, Marriott and Hilton, 17 were privately-owned like Kimpton, Four Seasons and Loews, and 10 were publicly-traded, including, among others, Mandarin Oriental, Millennium and the Peninsula. Each of the these categories included heavy hitters for prestige, popularity, and property reach, yet of the three there was only one that stood out for digital competency.
With an average Digital IQ of 109 — 17 points higher than privately-owned and 22 points higher than publicly-owned — the multi-brand hotel organizations were shown to be the leaders of the hospitality pack. L2 associate Daniella Caplan, who led the study, explains why they came out on top: “What we found is that multi-brand organizations are not only sharing knowledge across their brands but are also investing in prominent digital platforms such as a robust site and mobile property that are collectively leveraged.”
Another telling data point is the level of disparity within each of the three categories. By far the most significant, with an 84 point gap between the highest and lowest-scoring hotel brands, occurs within the privately-owned hotel groups. This disparity is almost 2x greater than any of the multi-brand organizations’ and almost 2.5x greater than its publicly-owned counterparts’. Such a big spread is most likely attributed to the fact that there are many different kinds of privately-owned hotels, from small boutiques to large hotel groups with hundreds of properties across the world, and with that wide range also comes a wide range of dedication to digital innovation.
To view the complete rankings and read more highlights from our Digital IQ Index: Hotels report, check back here this Thursday, March 22nd, for the full release.