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Gartner L2 Digital IQ Index
Despite solid growth over the past five years, luxury hoteliers are facing pressure on multiple fronts. By increasing price transparency, exposing inventory, and offering alternate accommodations, OTAs, Google, TripAdvisor, and peer-to-peer players are eating away at margins. To date, the industry's response has favored further consolidation versus digital innovation. With mobile device use throughout the travel process reaching a tipping point, Index brands face a golden opportunity to accelerate investment and enhance the loyalty of guests with high lifetime value. The 2016 Digital IQ Index: Luxury Hotels benchmarks the digital performance of 55 luxury hotel brands operating globally.