qi digital hotels 2013
TRANSCRIPT
October 1, 2013
SCOTT GALLOWAYNYU Stern
© L2 2013 L2ThinkTank.com
Economy, Midscale, Upper Midscale, Upscale
Hotels
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October 1, 2013Digital IQ Index®: Hotels
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Fueled by steady increases in average daily room rates (ADR), the second quarter of 2013 marked the 13th consecutive quarter of growth in revenue per available room (RevPAR).1 The industry also tallied its highest second-quarter occupancy rate (65.9 percent) since 2007.2 Facing less pressure to sell rooms to Online Travel Agencies (OTAs), brands are reasserting control over inventory and pricing.3 Brand sites are the most popular online channel for bookings, and gaining share. By 2014 direct bookings via brand sites will account for 59 percent of online bookings, up from 55 percent in 2010.4
The New NormalThree-fifths of the brands in the Index earned a “Gifted” ranking, establishing a new
normal where enterprise site, mobile platforms, and digital marketing strategies
shared between sister brands provide operational efficiency and consistent, if not
differentiated, experiences. Despite strong macro indicators across the industry, hotel
brands risk ceding market share to OTAs and other emerging distribution channels.
Mobile: Mobile share of digital travel bookings is expected to triple by 2017 to 30 percent.5
Hotel brands are playing catch up. In 2012, OTAs captured 64 percent of mobile hotel
bookings (versus ~45 percent of overall online bookings).6 Furthermore, mobile ad spending
in travel is up six-fold year-over-year, led by OTAs.7 New applications for last-minute bookings,
for example Hotel Tonight, are besting brands when it comes to direct mobile bookings.
Only one in five brands in the Index (the La Quinta Inns & Suites and Wyndham Hotel Group
portfolios) have optimized their mobile experience for same-day booking.
1. “STR reports Q2 2013 results,” Hotel News Now, July 24, 2013.2. Ibid.3. “U.S. Hotels,” Mintel Reports, November 2012.4. “US Online Travel Overview Twelfth Edition,” PhoCusWright as cited by Travel Weekly, November 19, 2012.5. “U.S. Digital Travel Sales: Mobile Drives Changes in a Mature Marketplace,” eMarketer, May 22, 2013.6. Ibid.7. “S.M.A.R.T Report: 2012 Year In Review,” Millennial Media, March 2013.
Influence of Travel Review Sites on U.S. Leisure Travel Purchases
U.S. Online Travel Booking Revenues for Hotel Brands
Note: Leisure and unmanaged business travel bookingsSource: PhoCusWright, “US Online Travel Overview Twelfth Edition” as cited by Travel Weekly, Nov 19, 2012
Have Much Influence Have Some Influence Have Little or No Influence
Supplier Websites Online Travel AgenciesRebound2010 2014
45% 55% 41% 59%
31%
18% 18%
2% 4%
67%
78% 82%
AGE
55+AGE
21–34AGE
35–54
Tablet: In the past 16 months, bookings from tablet devices have increased 70 percent.8
In 2013, 46 million U.S. Internet users will book travel on a tablet, seven percent more
than on smartphones.9 However, no brand in the Index hosts a fully optimized touch
commerce experience. DoubleTree by Hilton is the only Index brand with an application
built specifically for the iPad.10
8. “Tablet-Based Bookings on the Rise. What Does this Mean for your Hotel?,” Tambourine Digital Travel Marketing Blog, June 24, 2013.9. “U.S. Digital Travel Sales: Mobile Drives Changes in a Mature Marketplace,” eMarketer, May 22, 2013.10. Starwood Hotels & Resorts Worldwide released an app for iPad optimized for iOS 7 September 2013, outside the scope of data collection for this study.
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October 1, 2013Digital IQ Index®: Hotels
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User Reviews: Review sites influence bookings for three-quarters of
travelers.11 Use of reviews over-indexes among younger consumers, and
31 percent of travelers ages 21 to 34 state that reviews have “very much
influence” on their travel decisions.12 However, just 38 percent of hotel brands
feature user reviews or ratings on their sites, sending consumers to OTAs and
incumbent review sites such as TripAdvisor. Fourty-four percent of travelers
consume reviews on OTAs, versus just 32 percent who engage with reviews
on brand sites.13
Data + Brand + Content: Hotels spend three-quarters of their digital
dollars on direct response marketing (search, retargeting, email), a game
of diminishing returns for most hotel brands who are competing with OTAs’
much deeper pockets and expertise.14 Priceline.com spent $1.27 billion
on Internet advertising in 2012, tripling spend over the past three years.15
To compete, brands must combine proprietary customer data with brand
advertising, site content investments, and loyalty initiatives to increase
yield on direct marketing and differentiate the direct booking experience.
Digital IQ = Shareholder ValueOur thesis is that the success of hotel brands is inextricably linked
to digital competence. This study attempts to quantify the digital
performance of 48 U.S. hotel brands in the Economy, Midscale, Upper
Midscale, and Upscale classes. Our aim is to provide a robust tool to
diagnose digital strengths and weaknesses, and help managers achieve
greater return on incremental investment. Similar to the medium we are
assessing, our methodology is dynamic and we hope you reach out with
comments that improve our approach and findings. You can reach me at
11. “2012 Consumer Trends,” Travel Weekly, July 30, 2012.12. Ibid.13. “Consumer Travel Report Fifth Edition,” PhoCusWright, April 30, 2013.14. “The US Travel Industry 2013: Digital Ad Spending Forecast and Key Trends,” eMarketer, August 2013.15. Ibid.
SCOTT GALLOWAYProfessor of Marketing, NYU Stern Founder, L2
U.S. Digital Travel Sales $ Billions (USD)
Reasons U.S. Travelers Do Not Book Through Their Mobile Devices
May 2012, Percent of Respondents
Source: eMarketer, May 2013 and RBC Capital Markets, April 2013.
Note: n=502, mobile users who accessed the internet on their mobile devicewhile planning travel, but didn’t book anything via mobile in the past year.Source: “The 2012 Traveler,” Google and Ipsos MediaCT, Aug 10, 2012.
$113.90 $126.30 $136.40
$13.60
$145.20 $153.20
$32.20
$160.90
$40.20
$168.10
$48.80$23.20$113.90$3.40
2011 2012 2013 2014 2015 2016 2017
Online as Percent ofTotal Leisure Travel Sales
Digital Travel Sales(2013–2017 CAGR: 23%)
Mobile Travel Sales(2013–2017 CAGR: 259%)
59% 61% 63% 64% N/A N/A N/A
The websites are hard to see/read/navigate on a movile device36%
It takes too long to book on a movile device/the pages load too slowly28%
Too cumbersome25%
Don’t trust the security on mobile devices22%
Needed to confirm with someone else before booking19%
The mobile version of the site did not allow me to book15%
Didn’t have credit card accessible7%
Other4%
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October 1, 2013Digital IQ Index®: Hotels
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About the Ranking
15% Social Media
Brand Presence, Community Size, Content, and Engagement Facebook: Likes, Growth, Tabs & Applications, Responsiveness, Engagement
Twitter: Followers, Growth, Frequency
YouTube: Views, Number of Uploads, Subscriber Growth, Viral Videos, Search Visibility
Emerging Social Media: Google+, Instagram, Pinterest
TripAdvisor: Number of Reviews/Ratings, UGC Photos, Regional Rank, Optimization of Business Pro!le, Promotion of Offers and Bookings, Brand Responsiveness to Negative Reviews
The Methodology
30% Digital Marketing
Search, Display, and Email Marketing Efforts Search (Google and Bing): Traf!c, SEM, SEO, Web Authority
Advertising and Innovation: Display, Retargeting, Geolocal, Cross-Platform Initiatives
Blog & Other User-Generated Content: Mentions, Sentiment
Email: Frequency, Content, Innovation, Segmentation and Trigger Emails
30% Site
25% Mobile
Effectiveness of Brand Site 87.59% Site Technology Site Search and NavigationReservationsProperty Pages and Destination GuidesCustomer ServiceAccount Functionality and Loyalty ProgramsEase of Booking and CancellationBooking and Cancellation Con!rmation Emails
Brand Translation 12.5% Aesthetics Messaging and Visuals (Provided by Vertic)
Compatibility, Optimization, and Marketing on Smartphones, and Tablets Mobile Site: Compatibility, Functionality, Transaction Capability, Tablet Experience
Mobile Applications (both iPhone & iPad): Availability, Popularity, Functionality
Digital IQ Classes
Genius 140+Digital competence is a point of competitive differentiation. Creatively engineered messaging reaches travelers on a variety of devices and online environments.
Gifted 110–139Brands are experimenting and innovating across site, mobile, and social platforms. Digital presence is consistent with brand image and larger marketing efforts.
Average 90–109Digital presence is functional yet predictable. Efforts are often siloed across platforms.
Challenged 70–89Limited or inconsistent adoption of mobile and social media platforms. Sites lack inspiration and utility.
Feeble <70Investment does not match opportunity.
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October 1, 2013Digital IQ Index®: Hotels
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Digital IQ Ranking
RANK BRAND DIGITAL IQ
3 134
4 133
4 133
6 132
7 129
7 129
9 127
InterContinental Hotels Group
Hilton Worldwide
Hilton Worldwide
InterContinental Hotels Group
Hilton Worldwide
Marriott International
Marriott International
Gifted
RANK BRAND DIGITAL IQ
10 126
11 124
11 124
11 124
14 121
15 119
15 119
Marriott International
Starwood Hotels & Resorts Worldwide
Choice Hotels International
Choice Hotels International
InterContinental Hotels Group
La Quinta Worldwide
Wyndham Hotel Group
RANK BRAND DIGITAL IQ
1 142
2 141
InterContinental Hotels Group
Best Western International
GeniusGENIUS
Best WesternHoliday Inn
GIFTEDCrowne Plaza Hotels & Resorts
DoubleTree by HiltonHoliday Inn Express
Courtyard by MarriottHampton Inn
Hilton Garden InnFairfield Inn & Suites by Marriott
Hotel IndigoComfort Inn
aloftDays Inn
La Quinta Inn & SuitesQuality
SpringHill Suites by MarriottFour Points by Sheraton
Howard JohnsonRamada Worldwide
ClarionTravelodge
Comfort SuitesSleep Inn
Wingate by WyndhamSuper 8
Baymont Inn & SuitesRodeway Inn
Knights InnMicrotel Inn & Suites
by Wyndham
AVERAGEEcono Lodge
RadissonHyatt Place
Cambria SuitesRed Roof Inn
Country Inns & Suites by CarlsonMotel 6
Ascend Hotel CollectionAmericInn
Park Inn by Radisson
CHALLENGEDRed Lion Hotels
Americas Best Value Inn
FEEBLEJameson Inn
Sonesta CollectionVagabond Inn
America’s Best Inns & SuitesBudget Host
Country Hearth Inns & SuitesBudgetel Inns & Suites
MidscaleUpsacle Upper Midscale EconomyGenius, Gifted
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Digital IQ Ranking
RANK BRAND DIGITAL IQ
22 115
25 114
26 111
27 110
27 110
27 110
30 108
RANK BRAND DIGITAL IQ
15 119
18 118
18 118
20 117
20 117
22 115
22 115
Choice Hotels International
Wyndham Hotel Group Wyndham Hotel Group
Choice Hotels International Wyndham Hotel Group
Wyndham Hotel Group Wyndham Hotel Group
Starwood Hotels & Resorts Worldwide Wyndham Hotel Group
Wyndham Hotel Group Wyndham Hotel Group
Choice Hotels International Choice Hotels International
Choice Hotels International
Gifted
Average
GENIUSBest Western
Holiday Inn
GIFTEDCrowne Plaza Hotels & Resorts
DoubleTree by HiltonHoliday Inn Express
Courtyard by MarriottHampton Inn
Hilton Garden InnFairfield Inn & Suites by Marriott
Hotel IndigoComfort Inn
aloftDays Inn
La Quinta Inn & SuitesQuality
SpringHill Suites by MarriottFour Points by Sheraton
Howard JohnsonRamada Worldwide
ClarionTravelodge
Comfort SuitesSleep Inn
Wingate by WyndhamSuper 8
Baymont Inn & SuitesRodeway Inn
Knights InnMicrotel Inn & Suites
by Wyndham
AVERAGEEcono Lodge
RadissonHyatt Place
Cambria SuitesRed Roof Inn
Country Inns & Suites by CarlsonMotel 6
Ascend Hotel CollectionAmericInn
Park Inn by Radisson
CHALLENGEDRed Lion Hotels
Americas Best Value Inn
FEEBLEJameson Inn
Sonesta CollectionVagabond Inn
America’s Best Inns & SuitesBudget Host
Country Hearth Inns & SuitesBudgetel Inns & Suites
Gifted, Average
RANK BRAND DIGITAL IQ
31 106
32 104
33 102
34 100
35 99
36 97
37 94
Choice Hotels International
G6 Hospitality
Hyatt Hotels Corporation
Carlson Rezidor Hotel Group
Carlson Rezidor Hotel Group
Red Roof Inns
Choice Hotels International
MidscaleUpsacle Upper Midscale Economy
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October 1, 2013Digital IQ Index®: Hotels
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Digital IQ Ranking
RANK BRAND DIGITAL IQ
38 93
39 91
40 85
41 81
42 56
42 56
44 47
Vagabond Inn Corporation / America’s Best Franchising
Red Lion Hotels Corporation
Sonesta International Hotels Corporation
Carlson Rezidor Hotel Group
Northcott Hospitality
America’s Best Franchising
Vantage Hospitality Group
Feeble
Challenged
Average, Challenged, Feeble
GENIUSBest Western
Holiday Inn
GIFTEDCrowne Plaza Hotels & Resorts
DoubleTree by HiltonHoliday Inn Express
Courtyard by MarriottHampton Inn
Hilton Garden InnFairfield Inn & Suites by Marriott
Hotel IndigoComfort Inn
aloftDays Inn
La Quinta Inn & SuitesQuality
SpringHill Suites by MarriottFour Points by Sheraton
Howard JohnsonRamada Worldwide
ClarionTravelodge
Comfort SuitesSleep Inn
Wingate by WyndhamSuper 8
Baymont Inn & SuitesRodeway Inn
Knights InnMicrotel Inn & Suites
by Wyndham
AVERAGEEcono Lodge
RadissonHyatt Place
Cambria SuitesRed Roof Inn
Country Inns & Suites by CarlsonMotel 6
Ascend Hotel CollectionAmericInn
Park Inn by Radisson
CHALLENGEDRed Lion Hotels
Americas Best Value Inn
FEEBLEJameson Inn
Sonesta CollectionVagabond Inn
America’s Best Inns & SuitesBudget Host
Country Hearth Inns & SuitesBudgetel Inns & Suites
RANK BRAND DIGITAL IQ
45 46
46 44
47 43
48 42
America’s Best Franchising
Budget Host
America’s Best Franchising
America’s Best Franchising
MidscaleUpsacle Upper Midscale Economy
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October 1, 2013Digital IQ Index®: Hotels
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Key Findings2013 U.S. Hotel Digital IQ DistributionPercent of Brands by Digital IQ and STR Class
August 2013, n=48
Economy, n=15 Midscale, n=11 Upper Midscale, n=9 Upscale, n=13
2013 Hotel Digital IQ DistributionAverage Hotel Digital IQ by STR Class
August 2013, n=48
Economyn=15
Midscalen=11
Upper Midscalen=9
Upscalen=13
87
108120
114
$ $$ $$ $ $$ $ $
4%
56%
21%
4%
15%
Genius Gifted Average Challenged Feeble
2013 Luxury Hotels Digital IQ DistributionPercent of Brands by Digital IQ Class
August 2013, n=57
GENIUS>140
GIFTED110–139
AVERAGE90–109
CHALLENGED70–89
FEEBLE<70
2%
37%21%
37%
4%
Digital IQ DistributionStrong digital programming is the cost of entry in the
hotel sector, where 35 percent of bookings are secured
via brand sites.16 As a result, more than half of brands
earn a Genius or Gifted designation. Furthermore, only
19 percent of brands in the Index are characterized as
Challenged or Feeble, versus 41 percent in our January
2013 Digital IQ Index ®: Luxury Hotels report17, where
there is a significantly wider disparity. Upper Midscale and
Upscale hotels register substantially higher average Digital
IQs than their budget-conscious counterparts. Sonesta
Collection is the only Upscale brand to fall in the Feeble
class, primarily made up of Economy hotels.
16. “TripBarometer,” TripAdvisor and StrategyOne, March 2013.17. “Digital IQ Index®: Hotels,” L2 Think Tank, January 2013.
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Key Findings Mobile
Tablet OptimizationTablets tally more bookings18, page views per hotel site visit19
and higher conversion rates20 than smartphones. However,
none of the Index brands features a tablet-specific site. Less
than one-quarter employ any tablet-specific functionality, such
as swiping technology for viewing photos, on their sites. Tablet-
specific app development also lags; of brands with iPhone
apps, less than half of these apps are also optimized for iPad.
Additionally, 34 percent of mobile apps developed for Android
smartphones and four percent of apps developed for the
iPhone fail to work on tablet devices.
18. “The Rise of Mobile Adoption, Sentiment & Opportunity,” Expedia Media Solutions and comScore, Nov 14, 2012.19. “Hotel Benchmarking Metrics,” Adobe Systems Inc., January 29, 2013.20. “Tablets Now Account for More Web Traffic than Smartphones: Stats,” Econsultancy, David Moth, March 8, 2013.
U.S. Hotel Mobile App Adoption RatesAugust 2013, n=48
U.S. Hotel Site Tablet FeaturesAugust 2013, n=48
IHG’s brand sites incorporate tablet-specific technology, instructing users to “tap” and “drag” to navigate virtual tours.
25%
15%13%
Dropdown Menu Swipe in PhotoSlideshow
iPad-FriendlyCalendar
27%
73% 73%
21%
15%
23%
Brand Parent Company None
iPhone Android iPhone Android iPhone Android
6%
iPad
27%
iPad
67%
iPad
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Key Findings Digital Marketing
Mobile: Percentage of First Page U.S. Organic Real EstateBrand Term Searches
August 2013, n=48
Google Bing
Percentage of U.S. Brands Purchasing Brand Term AdsAugust 2013, n=48
65%
Google Mobile
73%
Bing
62%
Index Brand Competitor Brand
56%62%
0%1%
OTA
8%13%
Brand SearchFifty-six percent of travelers enter the purchase funnel
through search engines.21 On average, 31 percent of
upstream traffic to Index brand sites comes from search
(paid and organic), second only to direct traffic. Every brand
claims the top spot in organic results on both Google and
Bing for brand search terms and dominates 56 percent and
62 percent, respectively, of organic first-page real estate.
For the Travel segment, the average cost per click on
Yahoo! Bing is 10 to 24 percent lower than on Google
AdWords.22 However, brands control 82 percent of first-
page paid real estate on Google, versus just 34 percent
on Bing, where brands face fiercer competition from OTAs
and competitors and are less likely to engage in defensive
search strategies. On Bing, OTAs control three times more
paid ad positions than on Google for brand terms. Comfort
Inn was the only brand purchasing competitive ads on
Google (against Budgetel Inns & Suites), while six percent of
brands purchased against at least one competitor on Bing.
U.S. hotel searches are projected to increase 24 percent
overall in 2013, including a 68 percent uptick in searches
from mobile devices.23 Twenty-nine percent of Index brand
term searches are conducted from a mobile or tablet device.
Brands in the Index command roughly 60 percent of the
first five mobile organic results for brand terms. Budgetel
Inns & Suites and Vagabond Inn were the only brands not
to appear first in Google mobile organic search results.
On average, brands controlled just 39 percent of paid real
estate on Google Mobile for brand terms, compared to
45 percent by OTAs. Microtel Inn & Suites by Wyndham,
Knights Inn, Ramada, and Baymont Inn & Suites all
purchase competitive brand terms on mobile.
21. “The Hotel Traveler’s Road to Decision”, Google and Ipsos MediCT, July 2012.22. “Yahoo! Bing PPC Performance Metrics,” AdGooroo, 2012. 23. “Tablets Grab Significant Share of Travel Traffic,” eMarketer, June 17, 2013.
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October 1, 2013Digital IQ Index®: Hotels
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Key Findings Digital Marketing
Average Emails Per Week Sent by U.S. HotelsAugust 2013, n=46
U.S. Hotel Email Optimization for MobileAugust 2013, n=42
Brands with loyalty programs like Hilton
Worldwide keep in touch with members
via regular status emails.
93%
Links to Hotel Locator
57%
Able to View Email in Browser
Viewableon Mobile
100% 100%
Renders to Mobile Proportion
71%
Links to Mobile Site
Economyn=13
Midscalen=11
Upper Midscalen=9
Upscalen=13
0.781.25 1.28 1.03
Red Roof Inn was the only Index brand to send a “Happy Birthday” email.
EmailEmail accounts for 10 percent of hotel bookings and seven
percent of upstream traffic to brand sites.24 Nearly three-
quarters of Index brands offer a stand-alone email opt-in,
while 91 percent offer email through account sign-up.
Accounts are more popular among hoteliers because of ties
to loyalty programs.
Brands in the Index averaged 1.06 emails per week, five
times higher than the hotels profiled in our January 2013
Digital IQ Index®: Luxury Hotels25 (0.23 emails per week).
Best Western tops brands in email frequency, averaging 2.8
emails per week.
Email is not immune from the growing popularity of
mobile technology. U.S. mobile Internet users spend most
of their web time using email,26 and 68 percent of travel
consumers view email either exclusively on a mobile device
or using mobile and desktop devices interchangeably.27
Fifty-three percent of travel emails are opened on a mobile
device, but the click-to-open rate is only nine percent.28
Observant of these trends, all the Index brands’ emails were
viewable and rendered to proportion on mobile devices.
Used by on-the-go travelers, brands’ emails commonly link
to hotel locators and promote mobile properties.
24. “Online Satisfaction and Experience in the Hospitality Industry,” iPerceptions and Hospitality Sales and Marketing Association International (HSMAI), September 13, 2012.25. “Digital IQ: Hotels,” L2 Think Tank, January 2013.26. “Experian Marketing Services Reveals 27 Percent of Time Spent Online is on Social Networking,” (Press Release), Experian Marketing Services, April 16 2013.27. “Yesmail’s Email Marketing Compass: The Mobile Effect”, Yesmail Interactive, August 201328. Ibid.
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October 1, 2013Digital IQ Index®: Hotels
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Key Findings Social Media
Social Media Thirty percent of travelers use social networks to seek
out travel-related deals,29 and 76 percent of travelers use
Facebook to conduct research while planning their trips.30
However, social media properties contribute just 0.3 percent
of upstream traffic to hotel brand sites.
Lack of coordinated property efforts across the Upscale,
Upper Midscale, Midscale and Economy sectors reduces
the impact of social media. While every brand in the Index
maintains a presence on Facebook, it is inconsistent at
the property level. Just over half of brands maintain a
centralized and property-specific presence on Twitter,
however the platform registers the slowest growth and
lowest engagement of any platform. While adoption on
Instagram (particularly at the brand level) is limited, the
platform tallies 20x higher engagement than any other social
media destination.
29. “The Future of Social Media for the Travel Industry,” Luc Chomé, TourismLink, April 19, 2013.30. “TripBarometer,” TripAdvisor and StrategyOne, March 2013
* Top Social Media Sites Used to Research and Plan Internet Users’ Last Trip1
U.S. Hotel Brand Social Media AdoptionAugust 2013, n=48
Average Community Size, Weighted Growth and Engagement by Platform Across U.S. Index Hotel Brand Pages
August 2013, n=48
77%
54%
21% 23%15% 13%
69%
4%
15%
44%
40%
2%
63%
15%
67%
13%35%
4%6%23%
76%* 21%* 40%* 6%* 7%*
Brand & Property No PresenceProperty Only Brand Only
0%-0.1%
0.0%
0.1%
0.2%
0.3%
0.4%
1.0%
2.0%
3.0%
2%
22,8764.1%0.013%
208,4888.8%0.121%
88613.1%2.165%
3,83415.3%0.029%
SizeGrowth
Engagement
4% 6% 8% 10% 12% 14% 16% 18%Growth
Eng
agem
ent
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Table of Contents
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Methodology
Digital IQ Rankings6 Genius
7 Gifted
8 Average
9 Challenged
9 Feeble
Key Findings 11 Digital IQ Distribution
12 Enterprise Effect
Site13 Site Functionality
15 Pricing and Promotions
16 Travel Planning Tools
17 Customer Service
18 Booking
Digital Marketing19 STR Top 25 Hotel Market Search
20 Google Carousel
21 Sponsored Search Results
22 Email
23 Brand Search
Mobile24 Mobile Adoption
26 Mobile Booking
27 Tablet Optimization
Social Media28 Social Media
30 Twitter
33 YouTube
34 Property All-Stars
35 TripAdvisor Booking
36 TripAdvisor User-Generated Content
Flash of Genius38 Aloft, Crowne Plaza Hotels & Resorts and
Marriott International: Digitizing Check-In
39 InterContinental Hotel Group, Marriott International, and
Wyndham Worldwide: Translating Reviews into Customer Loyalty
40 DoubleTree by Hilton: DTour
41 Holiday Inn Express: “Stay Smart”
42 La Quinta and Wyndham Worldwide: Mobile Standout
43 Interactive Travel-Planning Tools
44 Loyalty Programs
L2 Team
About L2
11 38
45
46
5
6
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DIGITAL IQ INDEX® REPORT:
Middle East | Prestige
Watches & Jewelry
Beauty
Fashion
Sportswear
EXCERPT from the Digital IQ Index®: Hotels To access the full report, contact [email protected]
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