CHARLOTTE GUILLOT LAURA FLEURY

YANN LEBRISMBA 2A

SESSION 2

Group Assignments Exercise 1 – 13/02/13

Digital IQ elements

W Hotels

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

Westin

• 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

Intercontinental

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 •

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.

•

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)

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… •