With its third Top 10 performance in as many years, W Hotels finally bested the competition with a No. 1 ranking in our 2013 Digital IQ Index: Hotels report, released yesterday. Dethroning digital darling Four Seasons, W Hotels earned this year’s only ‘Genius’ title by excelling in all four major categories measured by our methodology: Site, Social Media, Mobile, and Digital Marketing. Demonstrating an understanding of the coveted Millennial consumer group, W Hotels, which now boasts 66 domestic and international properties, upped its engagement on popular social networks like Instagram (10K+ followers), Twitter (more than 30K+ uses of the #whotel hashtag) and Pinterest. The Starwood property also scored well for regularly updated site content that tied the brand to buzzworthy fashion, music and design news and events.
W Hotels’ Site succeeds by prioritizing both best-in-class functionality and original, guest-experience content. One example of the latter is the brand’s “Four Stories” film contest collaboration with Intel, a partnership that not only signals innovation but also reinforces the brand’s understated ‘cool’ image. Other W Hotels highlights include its Starwood Preferred Guest® loyalty program, which is well-integrated across email marketing, and a very active Director of Guest Experience, who is consistently responding to reviews on the all important TripAdvisor.
On the all important mobile front, W Hotels’ site was one of the best, optimized for all Android, BlackBerry, and Apple devices. Guests don’t even need an in-room phone anymore, as they can order room service, request towels and other room amenities all through the W’s iPhone app.
Collectively, the six Starwood properties included in the study — W, Westin, The Luxury Collection, Sheraton, St. Regis, and Le Meridien — earned an average Digital IQ of 131, the highest of all eight multi-brand groups. So, even though we focus on W Hotels here, it is also the Starwood enterprise that deserves much credit.
For more on our 2013 Hotels study, click here to download an excerpt and watch our animated film.
L2 emails keep you up to date on how brands are leveraging digital to grow their businesses.
Join Our EMail List