L2 Releases Digital IQ Index®: Hotels Report Examines Performance of Economy/Midscale/Upper Midscale/Upscale Hotels

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Best Western takes top ranking, Holiday Inn also named digital ‘Genius’.

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Hotel brands must be quick on the draw to cater to the increasingly mobile and information-hungry traveler so as not to cede even more market share to OTAs.

Today, we released the 2013 Digital IQ Index®: Hotels report, which assesses the digital performance of 48 Economy, Midscale, Upper Midscale and Upscale U.S. Hotel brands. In addition to the rankings, this report provides hospitality sector trend analysis, original data on the effectiveness of brands’ online efforts, and a series of 'Flash of Genius' case studies. Authored by Scott Galloway, L2 Founder and NYU Stern Clinical Professor of Marketing, this new Digital IQ Index®: Hotels study provides a quantitative and qualitative view of how non-prestige hotel brands are performing relative to their peers across: Site, Digital Marketing, Mobile and Social Media.

"Players in the hospitality industry are at the mercy of digital. Hotel brands must be quick on the draw to cater to the increasingly mobile and information-hungry traveler so as not to cede even more market share to OTAs." -Scott Galloway, L2 Founder

To download an excerpt of the new report, use the link below:

Study Highlights:

The New Normal:
More than half of Index brands earned a Genius or Gifted designation, with only 19 percent classified as Challenged or Feeble, indicative of demands for strong digital programming in the hotel sector.

The mobile share of digital travel bookings is expected to triple by 2017 to 30 percent, and 88 percent of brands have a mobile-optimized site. However, only one in five brands in the Index has optimized its mobile experience for same-day bookings.

Tablet Optimization Lags:
No Index brand features a tablet-specific site, with less than one-quarter of sites incorporating tablet-specific functionalities. App development also lags, and less than half of brands who have invested in an iPhone app have also optimized it for the iPad.

User-Generated Content:
Only 38 percent of hotel Index brands feature user reviews or ratings on their sites.

Hotels have streamlined their online booking processes; it takes five steps or less to make a reservation on any Index brand site, and only three steps for one in five brands. 85 percent of hotels allow travelers to cancel their reservations online.

About L2
L2 is a think tank for digital innovation that helps prestige brands navigate the digital marketing landscape through education, research, and advisory services. The L2 Digital IQ Index® is the global, seminal benchmark for digital performance of brands and the largest and most robust study of its kind. Rankings are published annually across numerous industries, including: Luxury, Beauty, Retail, Travel, Spirits, Auto, and CPG. For more information, visit: http://www.l2thinktank.com.


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Johanna Cox

Johanna Cox
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