February 05, 2013

What it takes to become a digital competent hotel brand in 2013

L2′s third-annual 'Digital IQ Index: Hotels' benchmarks the digital competence of 57 Hotel brands according to 675 data points across four digital dimensions: Site, Digital Marketing, Social Media, and Mobile.

Through its research, L2 explains the past and current digital landscape of the Hotel industry, offer insight on industry trends, and highlight brand case study success stories, or ‘Flashes of Genius,’ from the past year.

The report also provides a comprehensive ranking of all the brands included in the research research, assigning each a Digital IQ of Genius, Gifted, Average, Challenged, or Feeble.

This year, there was just one Genius: W Hotels. The Starwood property moved up an impressive eight spots from last year to dethrone Four Seasons in 2013. W earned the top title by performing well in a variety of categories, including emerging social media (their partnership with Instagram, just one example), and creating engaging, original content that connects its various properties to the latest music, fashion, and design news. A strong site rounded out W’s digital profile.

Get the report excerpt at L2 (free registration)