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The document discusses and compares the digital IQ elements of several hotel brands: 1. W Hotels ranks first with an interactive website, mobile app, loyalty programs, and strong social media presence. 2. Westin developed a digital strategy to improve communication and efficiency, boosting their digital IQ to second place. 3. Intercontinental has an interactive but simple website, social media, and a newsletter to engage customers. It analyzes how the brands compare to Four Seasons and what L2 means by hotels becoming "travel experts" through more robust online content and services beyond just booking rooms.
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- 1. Group Assignments Exercise 1 – 13/02/13 CHARLOTTE GUILLOT LAURA FLEURY YANN LEBRIS MBA 2A SESSION 2
- 2. Digital IQ elements W Hotels
- 8. Conclusion • First one in the top ten ranking digital IQ • Website is very useful and interactive (good colors, visual, trendy..) • Mobile App • W music • Booking • possibility to join the social scene • possibility to have loyalty points • social networks: Facebook, Twitter, Google +, Youtube, • Trip Advisor • Message, visual design and functionality • Search, display, email and digital marketing efforts • Mobile optimization, apps • Community, engagement and other social efforts are taken
- 9. Westin
- 11. • Google + • Westin develop a strategy in order for them to facilitate their communication and to be more efficient at the same time, boosting this way their digital IQ rates. • Rationalizing the overview they had on internet they reached the second rank in Digital IQ
- 12. Intercontinental
- 14. Conclusion • 2nd one on the top ten ranking Digital IQ • Interactive website: neutral and simple, neutral, but chic • possibility to upload the Westin screenshot • Booking • Social Network: Facebook, Twitter, Youtube, • Possibility to register for the newsletter • Blogs •
- 15. How does each brand compare to Four Seasons? • The Westin and Intercontinental Websites are the most similar with the Four Seasons website because it is very simple, chic, interactive and timeless • We think W Hotels take the First place in the top ten ranking digital IQ because the website is very attractive with a lot of information’s about concerts, music, art, and other events… The website is very colorful and it brings an image more modern and trendy. • The Digital IQ rank moves everyday so hotels have to be always in competition and have to follow all the new technologies. •
- 16. Any screen, any time? • Only the Starwood group use a unique mobile application • They choose to touch a larger part of the population with the possibility to upload a specific app for each mobile phones (smartphones)
- 17. What does L2 mean by 'more than a booking engine - brands as travel experts? • Nowadays, websites are not only a booking engine, it is also a complete source of information. • We can find ranking, latest news, events, videos … • Business travelers access information from a mobile device • Hotel brands have mobile-optimized sites • We can also register to the website, newsletters, blogs etc… •