l2 hotels digitaliq 2012

8/2/2019 L2 Hotels DigitalIQ 2012

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March 22, 2012

SCOTT GALLOWAYNYU Stern

Hotls L2 2012 L2ThinTan.com


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Digital iQ Index:

Hotels

Want to know more about your brands ranking? Contact us

Music Dos not Match th Words

Despite evidence of formidable ROI, hospitalitys digital advertising

spend equates to only a third of funds allocated to non-digital

channels.3

The lack of investment is apparent: Just 40 percentof sites feature social sharing, 27 percent online chat, and 17

percent user reviews, forfeiting billions in value to middlemen such

as TripAdvisor. While social media and mobile experimentation is

pervasive, most hotel brands have struggled to develop strategies

that make the whole greater than the sum of their pet projects. Even

the bleeding-edge platform of digital, mobile, shows signs of huge

ROI, as 70 percent of bookings via the phone are for same-day

reservations, likely translating to high price/margin bookings.

2 L2 2012 L2ThinTan.com

I N T R O D U C T I O N

Wake-up CallFew industries have seen more disruption at the hands of digital than hospitality. In 2000, the Internet accounted for

1 percent of hotel bookings.1 A decade later, bookings across digital channels breached 50 percent. As other sectors struggle

to articulate and justify digital investments, hotel brands need look no further than the cost(s) of booking on their own sites

($2$6) versus OTA ($40$120) to justify releasing the digital hounds in their own backyard. OTAs cost hoteliers $2.5

billion in 2010.2

1. Distribution Channel Analysis: a Guide for Hotels , Green, Cindy Estis & Lomanno, Mark, 2012.

2. International Hotel Industry, Mintel, September 2011.

3. How Travel Brands Manage Their Online Reputation: Making the Most of Owned, Earned and Paid Media ,eMarketer, November 2011.

COST PeR BOOkING BY DISTRIBUTION CHANNeL 2

(2010)
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Digital iQ Index:

Hotels



Digital IQ = Sharholdr ValuBrands at the forefront of digital innovationand their

shareholdersare reaping nancial rewards. Our data reveals

a positive relationship between Digital IQ and year-over-year

growth in Revenue Per Available Room (RevPAR), and between

Digital IQ and YOY change in stock price.

This study attempts to quantify the digital competence of 52

global hotel brands. Our aim is to provide a robust tool to

diagnose digital strengths and weaknesses and help brands

achieve greater return on incremental investment. Similar to the

medium we are assessing, our methodology is dynamic. We

hope you will reach out to us with comments that improve our

methodology, investigation, and ndings. You can reach me

at [email protected].

Regards,

SCOTT GALLOWAY

Founder, L2Clinical Professor of Marketing, NYU Stern

I N T R O D U C T I O N

-50%

60

150

140

130

120

110

100

90

80

70

50%

30%

10%

-10%

-30%

Correlation .40

ReLATIONSHIP BeTWeeN 2012 DIGITAL IQ & 52 Week % CHANGe

IN STOCk PRICe

Hotls with Publishd Data, N=21

ReLATIONSHIP BeTWeeN 2012 DIGITAL IQ & 20102011

GROWTH IN RvPAR

Hotls with Publishd Data, N=22

2012DIGITALIQ

2012DIGITALIQ

-5%

60

150

140

130

120

110

100

90

80

70

20%

25%

15%

10%5%0%

Correlation .38

% Of MAjOR CHAIN HOTeL BOOkINGS ONLINe

(U.S. 2011)

2006

9%

0%

60%

40%

20%

2007

2008

2009

2010

10%12%

16%17%

Source:http://finance.y

ahoo.c

om

OTAs

BRAND SITES

DistributionChannelAnalysis:aGuidefor

Hotels,

Green,

CindyEstis&

Lomanno,

Mark,

201

2.
http://l2thinktank.com/http://l2thinktank.com/mailto:info%40L2ThinkTank.com?subject=Digital%20IQ%20Inquirymailto:info%40L2ThinkTank.com?subject=Digital%20IQ%20Inquiryhttp://l2thinktank.com/http://l2thinktank.com/mailto:scott%40stern.nyu.edu?subject=mailto:scott%40stern.nyu.edu?subject=http://l2thinktank.com/mailto:info%40L2ThinkTank.com?subject=Digital%20IQ%20Inquirymailto:info%40l2thinktank.com?subject=http://l2thinktank.com/http://l2thinktank.com/


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Digital iQ Index:

Hotels


A B O U T T H e R A N k I N G S

Effectiveness of brand site

Sit Tchnology

Sit Sarch & Navigation

Rsrvations

Proprty Pags and Dstination Guids

Customr Srvic

Rwards/Loyalty Programs

Social Mdia Intgration

Digital IQ Classes

Search, display, and email marketing efforts

Sarch:

Trafc, SEM, SEO, Web Authority

Display Advrtising & Innovation:

Text & Banner Ads, Retargeting, Cross-platform

Innovation Initiatives, Presence on Emerging

Platforms: Pinterest, Tumblr, Google+

Blog & Othr Usr-Gnratd Contnt:

Mentions, Sentiment, TripAdvisor Reviews

email:

Frequency, Content, Social Media Integration,

Mobile Optimization

Brand presence, community size, content, and

engagement on major social media platforms

on global and select property accounts

facboo:

"Likes", Growth, Post Frequency, Applications,

Responsiveness, Content, Interaction Rate,

F-Commerce

Twittr:

Followers, Growth, Tweet Frequency, Online Voice

YouTub:

Views, Number of Uploads, Subscriber Growth,

Content, Interactivity

Compatibility, optimization, and marketing on

smartphones, tablets, and other mobile devices

Mobil Sit:

Compatibility, Functionality, Transaction

iOS Applications (iPhon & iPad):

Availability, Popularity, Functionality,

iPad Differentiation

Android & Blacbrry:

Availability, Popularity, Functionality

Mobil Innovation:

SMS, Geo-local, Instagram,Other Mobile Marketing Innovation

The Methodology

Genius 140+Digital competence is a point of

competitive differentiation for these

brands. Creatively engineered

messaging reaches travelers on

a variety of devices and in many

online environments.

Gifted 110139

Brands are experimenting and

innovating across site, mobile, and

social platforms. Digital presence

is consistent with brand image and

larger marketing efforts.

Average 90109

Digital presence is functional yet

predictable. Uninspired efforts are

often siloed across platforms.

Challenged 7089

Limited or inconsistent adoption of

mobile and social media platforms.

Sites lack inspiration and utility.

Feeble


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Digital iQ Index:

Hotels

DIG ITAL IQ RAN kIN G


1

2

3

RANK BRAND DIGITAL IQ DESCRIPTION

Four Seasons Hotels, Inc.

Hilton Worldwide

Marriott International, Inc.

150

149

143

New site delights and delivers strongvisuals, curated itineraries anduser reviews

Effectively manages multi-propertysocial media communities and createsa cohesive brand experience online

FS is not afraid to experiment withemerging platforms and empowersstaff to contribute valuable content

Brand leverages technologyon-property to deliver a digitalguest experience

Highest scores in search marketingbuttress Hiltons web authority

Largest and fastest growingcommunity on Facebook

Robust online booking engine tiesdigital with revenue

Taking matters to its own hands,Marriott is a co-founder of the newhotel search engineRoomkey.com

Delivers strong mobile experienceboth in-room and on-the-go

Genius Brands

GENIUS

Four Seasons

Hilton

Marriott

GIFTED

Hyatt

The Rit-Carlton

InterContinental

Westin

Sheraton

W Hotels

FairmontSt. Regis

Renaissance

JW Marriott

Omni

AVERAGE

Le Mridien

Mandarin Oriental

MGM Resorts

Radisson

Sotel

Jumeirah

Shangri-La

Hotel Indigo

Waldorf-Astoria

Conrad

Park Hyatt

The Luxury Collection

Kimpton

Relais & Chteaux

Radisson Blu

Loews

Concorde

The Langham

Swisstel

Small Luxury Hotels of the World

CHALLENGED

Pullman

Kempinski

Warwick International Hotels

Joie de Vivre

Morgans Hotel Group

The Peninsula

Taj

Pan Pacic

Orient-Express

One&Only

Preferred

Oberoi

The Leading Hotels of the World

Millennium

Banyan Tree

MGallery

FEEBLE

RafesRosewood
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Digital iQ Index:

Hotels


DIG ITAL IQ RAN kIN G Gifted Brands

GENIUS

Four Seasons

Hilton

Marriott

GIFTED

Hyatt

The Rit-Carlton

InterContinental

Westin

Sheraton

W Hotels

FairmontSt. Regis

Renaissance

JW Marriott

Omni

AVERAGE

Le Mridien

Mandarin Oriental

MGM Resorts

Radisson

Sotel

Jumeirah

Shangri-La

Hotel Indigo

Waldorf-Astoria

Conrad

Park Hyatt


Kimpton

Relais & Chteaux

Radisson Blu

Loews

Concorde

The Langham

Swisstel


CHALLENGED

Pullman

Kempinski


Joie de Vivre

Morgans Hotel Group

The Peninsula

Taj

Pan Pacic

Orient-Express

One&Only

Preferred

Oberoi


Millennium

Banyan Tree

MGallery

FEEBLE

RafesRosewood

HILTON WORLDWIDE

OTHER: PRIVATELY OWNED

INTE RCONT IN ENTAL HO TELS GR OUP T HE CAR LS ON RE zIDOR HO TE L GRO UP

ACCOR

FAIRMONT RAFFLES HOTELS INTERNATIONAL

STARWOOD HOTELS & RESORTS

OTHER: PUBLICLY TRADED

PARENT COMPANY:

HYATT HOTELS CORPORATION

MARRIOTT INTERNATIONAL, INC.


4 HYATT 137 Mobile standout

5 THE RITz-CARLTON 133 Forward-thinking Foursquareinitiatives and site relaunch

6 INTERCONTINENTAL 131 Guest-sourced photos bolstersocial media

7 WESTIN 128 Highest site score(s)

8 SHERATON 126 Strong but safe

9 W HOTELS 125 Content curation differentiatesbrand online

10 FAIRMONT 116Greatest Love Story photocontest solicits UGC acrossmultiple channels

10 ST. REGIS 116 The New York property's E-Butlerapp dubs brand a mobileAfcionado

12 RENAISSANCE 112 Navigator mobile app is on target


13 JW MARRIOTT 111 Platform-sharing with parentcompany moves brand up ranking

13 OMNI 111 Above average showingacross dimensions
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Digital iQ Index:

Hotels



GENIUS

Four Seasons

Hilton

Marriott

GIFTED

Hyatt

The Rit-Carlton

InterContinental

Westin

Sheraton

W Hotels

FairmontSt. Regis

Renaissance

JW Marriott

Omni

AVERAGE

Le Mridien

Mandarin Oriental

MGM Resorts

Radisson

Sotel

Jumeirah

Shangri-La

Hotel Indigo

Waldorf-Astoria

Conrad

Park Hyatt


Kimpton

Relais & Chteaux

Radisson Blu

Loews

Concorde

The Langham

Swisstel


CHALLENGED

Pullman

Kempinski


Joie de Vivre

Morgans Hotel Group

The Peninsula

Taj

Pan Pacic

Orient-Express

One&Only

Preferred

Oberoi


Millennium

Banyan Tree

MGallery

FEEBLE

RafesRosewood

Average Brands


15 LE MRIDIEN 109 Lagging digital marketing scoreskeep brand Average

16 MANDARIN ORIENTAL 107 Destination MO online magbolsters brand

16 MGM RESORTS 107 Investment in mobile apps andstrong digital communities

16 RADISSON 107 Huge Facebook growthsignals innovation

16 SOFITEL 107 Rewarding loyalty with socialmediainspired gifts

20 JUMEIRAH 106Twitter crowd-sourcing via TheHotel of the Future campaignwas a TEDxDubai hit

21 SHANGRI-LA 104Big page, high engagement, androbust booking engine put brandin Facebooks Inner Circle

22 HOTEL INDIGO 102 One of the rst to experimenton Pinterest

22 WALDORF-ASTORIA 102 Poor digital marketing setsbrand back

24 CONRAD 100 Scoring points with display andretargeting initiatives


25 PARK HYATT 99 Most improved in 2012, brandbenets from parent investment

25 THE LUxURY COLLECTION 99 Lackluster social media presence

27 KIMPTON 98 Life is Suite microsite engages

28 RELAIS & CHTEAUx 97 Average performance doesn't liveup to brand equity

29 RADISSON BLU 96 Relies too heavily on largersister brands

30 LOEWS 94 Trigger email tactics deliver

31 CONCORDE 93 Win A Stay Facebook app isevidence of brands online potential

32 THE LANGHAM 92 Integrated Most Romantic Proposalcampaign puts brand on map

33 SWISSTEL 91 Bilingual Twitter account is a start

34 SMALL LUxURY HOTELSOF THE WORLD 90 Needs to think bigger on site

HILTON WORLDWIDE



ACCOR




PARENT COMPANY:




8/408 L2 2012 L2ThinTan.com

Digital iQ Index:

Hotels



GENIUS

Four Seasons

Hilton

Marriott

GIFTED

Hyatt

The Rit-Carlton

InterContinental

Westin

Sheraton

W Hotels

FairmontSt. Regis

Renaissance

JW Marriott

Omni

AVERAGE

Le Mridien

Mandarin Oriental

MGM Resorts

Radisson

Sotel

Jumeirah

Shangri-La

Hotel Indigo

Waldorf-Astoria

Conrad

Park Hyatt


Kimpton

Relais & Chteaux

Radisson Blu

Loews

Concorde

The Langham

Swisstel


CHALLENGED

Pullman

Kempinski


Joie de Vivre

Morgans Hotel Group

The Peninsula

Taj

Pan Pacic

Orient-Express

One&Only

Preferred

Oberoi


Millennium

Banyan Tree

MGallery

FEEBLE

RafesRosewood

Challenged Brands


35 PULLMAN 89 Disparate digital efforts disappoint

36 KEMPINSKI 88 Limited mobile presence hurtsEurope's oldest hotel group

37 WARWICK INTERNATIONALHOTELS 86 Underutiliing social media

38 JOIE DE VIVRE 85 Needs a mobile strategy to spreadmore joy

38 MORGANS HOTEL GROUP 85Best-in-class social media integra-tion signals innovation, but digitalmarketing score disappoints

38 THE PENINSULA 85 Poor site reservation engine leaves$ on the table

41 TAJ 82 Trading likes for CSR bridges theonline with the ofine

42 PAN PACIFIC 81 Mobile presence limitedto a singular Android app

43 ORIENT-ExPRESS 79 A Journey Like No Othercampaign shines

44 ONE&ONLY 78 Needs more than a Facebooksweepstakes


44 PREFERRED 78 Strong email marketing cantovercome limited mobile offering

46 OBEROI 75 Needs a digital wake-up call

46 THE LEADING HOTELS OFTHE WORLD 75A mobile strategy would lead brand

to higher ranks

48 MILLENNIUM 74 Poor showing in mobile

49 BANYAN TREE 70Weak digital marketing scores

hurt brand

49 MGALLERY 70 New entrant has yet to embraceTwitter or YouTube

HILTON WORLDWIDE



ACCOR




PARENT COMPANY:




9/40


Digital iQ Index:

Hotels




51 RAFFLES 67 Needs digital renovation

52 ROSEWOOD 66 Checked out

GENIUS

Four Seasons

Hilton

Marriott

GIFTED

Hyatt

The Rit-Carlton

InterContinental

Westin

Sheraton

W Hotels

FairmontSt. Regis

Renaissance

JW Marriott

Omni

AVERAGE

Le Mridien

Mandarin Oriental

MGM Resorts

Radisson

Sotel

Jumeirah

Shangri-La

Hotel Indigo

Waldorf-Astoria

Conrad

Park Hyatt


Kimpton

Relais & Chteaux

Radisson Blu

Loews

Concorde

The Langham

Swisstel


CHALLENGED

Pullman

Kempinski


Joie de Vivre

Morgans Hotel Group

The Peninsula

Taj

Pan Pacic

Orient-Express

One&Only

Preferred

Oberoi


Millennium

Banyan Tree

MGallery

FEEBLE

Rafes

Rosewood

Feeble Brands

HILTON WORLDWIDE



ACCOR




PARENT COMPANY:




10/40


Digital iQ Index:

Hotels


A Bll Curv

The 2012 Digital IQ dispersion in hospitality follows a near-perfect normal distribution. This is a signicant departure from

a year ago, when more than a third of hotel brands scored in

the Feeble ranks. Strong sites, presence across major social

media platforms, and optimization for mobile are becoming table

stakes as competition intensies. An overwhelming 38 percent of

brands in the hospitality category registered an Average ranking

in 2012, versus just 10 percent in 2011. Meanwhile, the standard

deviation across the Index tightened from 38 in 2011 to 21 in

2012, suggesting digital differentiation is increasingly difcult

to achieve.

Brands that nabbed Genius or Gifted rankings experimented across

platforms with tactics including concierge mobile applications,

on-site user reviews, shareable destination guides, and programming

on Instagram, Pinterest, and other emerging platforms.

k e Y f I N D I N G S

DIGITAL IQ

>140

DIGITAL IQ

110139

Hyatt

The Rit-Carlton

InterContinental

Westin

Sheraton

W Hotels

Fairmont

St. Regis

Renaissance

JW Marriott

Omni

Four Seasons

Hilton

Marriott

Le Mridien

Mandarin Oriental

MGM Resorts

Radisson

Sotel

Jumeirah

Shangri-La

Hotel Indigo

Waldorf-Astoria

Conrad

Park Hyatt


Kimpton

Relais & Chteaux

Radisson Blu

Loews

Concorde

The Langham

Swisstel

Small Luxury Hotelsof the World

DIGITAL IQ

90109

DIGITAL IQ

7089

Rafes

Rosewood

DIGITAL IQ


11/40


Digital iQ Index:

Hotels



On o only nin brands in

th Ind providing lins to

TripAdvisor, four Sasons tas

intgration on-stp urthr by

incorporating curatd rviws

on proprty pags

Brand scord top

mars in Social Mdia,

succssully managing

both global and proprtyaccounts on all maor

social ntwors

In th Company o Gnius

fOUR SeASONS

Nw sit dlivrs strong

visuals, curatd travl

itinraris and rich

contntall sharabl

and mobil optimizd
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12/40


DIGITAL IQ Index:

HotlsWant to know more about your brands ranking? Contact us

In th Company o Gnius

fOUR SeASONS

Multipl Instagram

accounts across its

global proprtis

A digital pionr, th

brand was on o th

frst hoteliers to adopt

Pintrst

for Valntins Day th

brand launchd a cross-

platorm campaign with

romantic tips on its onlin

magazin, facboo,

Twittr and Instagram

http://l2thinktank.com/http://l2thinktank.com/mailto:info%40L2ThinkTank.com?subject=Digital%20IQ%20Inquirymailto:info%40L2ThinkTank.com?subject=Digital%20IQ%20Inquiryhttp://magazine.fourseasons.com/concierge-recommends/14-days-of-lovehttp://magazine.fourseasons.com/concierge-recommends/14-days-of-lovehttp://pinterest.com/fslosangeles/http://%20web.stagram.com/n/fswhistler/http://web.stagram.com/n/fourseasonsfotog/http://http//%20web.stagram.com/n/beverlywilshire/http://%20web.stagram.com/n/fshongkong/mailto:info%40L2ThinkTank.com?subject=Digital%20IQ%20Inquirymailto:info%40l2thinktank.com?subject=http://l2thinktank.com/


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Digital iQ Index:

Hotels


entrpris Valu

Organizations with multiple brands signicantly outpacedindependent hoteliers on digital platforms, registering an average

Digital IQ of 109, versus 92 for independent private brands and

87 for independent publicly traded brands, suggesting there are

opportunities to share best practices and leverage economies of

scale in digital. Organizations such as Marriott, Hyatt, Starwood,

and Hilton leverage technology investments across their portfolios

via shared site platforms, mobile destinations, digital marketing

infrastructure, and cross-sell opportunities.


DIGITAL IQ DISPeRSION BY OWNeRSHIP

Organizations with Mor than On Brand Rprsntd in Ind

AVeRAGe DIGITAL IQ

BY OWNeRSHIP STRUCTURe

(2012)

Multi-BrandOrganizations

n=25

OTHER:

Privately Ownedn=17

OTHER:

Publicly Tradedn=10

20

0

40

60

80

100

120AVG IQ

92AVG IQ

87

AVG IQ

109


14/40


Digital iQ Index:

Hotels



Marriott International led all organizations, boasting an average

Digital IQ of 125 across its four brands. The Ritz-Carlton, JW

Marriott, and Marriott Hotels & Resorts nabbed spots among

2012s biggest winners, making the greatest YOY gains in

Digital IQ from 2011. The average Digital IQ for Starwood,

called out in 2011 for its superior enterprise performance,

dropped seven points, with Le Mridien and The Luxury

Collection falling behind their more digital-savvy sister brands.

entrpris Valu continued

20

40

60

80

100

120

140

0

Marri

ottInter

natio

nal,I

nc.

Hyatt

Hote

lsCo

rpor

ation

Starwo

odHote

ls&

Reso

rtsWorldw

ide

Fairm

ontR

affles

Hotel

sInte

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Hilto

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ide

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Hotel

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r

OTHE

R:

Priva

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wned

OTHE

R:

Publi

clyTrad

ed

2011

2012

BIGGeST WINNeRS AND LOSeRS

Avrag Digital IQ by Conglomrat

* Does not include results for The Carlson Reidor Hotel Groupas was not featured in the Digital IQ Index: Travel in 2011


15/40


Digital iQ Index:

Hotels


Room To Grow

A brands site remains its primary revenue generator. Hotelbrands indicated they would spend 34 percent of their 2011

online budgets on site redesigns and optimization4; however,

our research demonstrates that the industry is slow to adopt

best practices. Incorporation of the Facebook like API and

other social-sharing functionalities has increased signicantly

since 2011, but only 40 percent of brands employ such features.

Social sharing has a demonstrable impact: Brands that offer

the feature saw page views grow by 12 percent, versus -2

percent for those that do not.

Luxury hospitality continues to make limited use of user

ratings and reviews. The Four Seasons and Starwood brands

are notable exceptions. Our data suggest user reviews pay

dividends, and brands with on-site user reviews sent 39%

less trafc to OTAs, suggesting that on-site reviews gave

customers more condence when booking.


4. HeBSdigital:http://www.hebsdigital.com/blog/topics/benchmark-survey/, July 2011.

Weve moved past the point of solely focusing on

acquiring fans and followers. Brands need to pay

close attention to engagement and conversion

across their social networks. People want to engage with hospitality

brands, but this research proves that compelling content is needed

to make it worthwhile for them. People will spend time on your hotel's

site if you give them something beyond just a booking interface.

Michael Lazerow | CEO, Buddy Media

12%

-2%

SITe feATURe ADOPTION

% o Sits With th following faturs:

(20112012)

IMPACT Of SOCIAL SHARING ON GROWTH

% o Pag Viw Incras Ovr T hr Months

WITH

WITHOUT

2011

2012

Source: Alexa.com
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16/40


Digital iQ Index:

Hotels


7:006:306:005:305:004:304:00

Photo Galleries5:14

5:47

Guest Testimonials/Stories

5:41

6:12

Photos of LocalAttractions

5:25

6:04

Curated Itineraries5:38

6:20

Concierge/Staff Tips

5:31

6:24

Th Powr o Contnt

With 61 percent of U.S Internet users researching travel onlineprior to booking5, the content on a brands site could tip the

scale in its favor over a third-party OTA. Brands that invest in

content curation register longer average user time on site and

more return visitors. For example, our data suggest that brands

recruiting local staff to provide tips can increase user time on

site by 16 percent and that users on brand sites with curated

itineraries spend 12 percent more time browsing.


5. How Travel Brands Manage Their Online Reputation: Making the Most of Owned, Earned and Paid Media , eMarketer, November 2011.

DeSTINATION GUIDeS

% o Brand Sits With th following faturs:

(February 2012)

WITH

WITHOUT

AVeRAGe TIMe ON SITe

(January 2011)

Source: Doubleclick ad planner by Google


17/40


Digital iQ Index:

Hotels


empty Inbo

Email remains the top choice for marketing communicationsacross age groups.6 However, hoteliers signicantly trail other

prestige industries regarding email best practices. Only 60

percent of hotel brands sent automated welcome emails, and

only 56 percent engaged in email marketing communication

during our data collection period. While 63 percent of smartphone

users check their personal email via mobile daily7, just half of

received emails were optimized for mobile viewing. Hoteliers,

second to last across multiple industries in email frequency

rate, send an average of 0.23 emails per week, a fraction

of the number sent by brands in other sectors.

k e Y f I N D I N G SAVeRAGe eMAILS PeR Week

Across Industris

6. View from the Digital Inbox 2011, Merkle, February 23, 2011.

7. Ibid.

eMAIL MARkeTING

SPECIALTY RETAIL

3.15

BEAUTY

1.23

WATCHES & JEWELRY

0.14

FASHION

0.67

MAGAzINE

2.75

HOTELS

0.23


18/40


Digital iQ Index:

Hotels


Social Mania

Social media usage continues to soar. Hoteliers face a signicantchallenge maintaining both global brand accounts and property-

specic pages. The percentage of brands deploying both global

and property pages on Facebook rose from 73 percent in 2011

to 95 percent in 2012, while the proportion on Twitter increased

from 56 percent to 70 percent. Brands providing local or bilingual

language postings on their Facebook property pages registered

interaction rates 45 percent higher than pages that posted only

in Englishso local messaging matters.

Emerging platform adoption is also relatively high across hoteliers.

Nearly two-thirds of brands maintain a presence on 2011 upstart

Google+, and six in 10 have an ofcial presence on geo-local

leader Foursquare. Instagram, Tumblr, and Pinterest register less

penetration across brands, with fewer than 20 percent present

on these emerging platforms.


SOCIAL MeDIA ADOPTION: NeW eMeRGING PLATfORMS

% o Brands including Global & Proprty Accounts

(February 2012)

2011 2012

2011 2012

95%

2%0%

2%

73%

15%

5%

7%

0%

70%

20%

10%

56%

24%

8%

12%

GLOBAL & PROPERTY

PROPERTY PAGES ONLY

GLOBAL PAGES ONLY

NO PRESENCE

SOCIAL MeDIA STRATeGIeS

% o Brands on th following Platorms:

(2011 vs. 2012)


19/40


Digital iQ Index:

Hotels


Glocal

Analysis of 1,391 property Facebook pages and 412 propertyTwitter accounts demonstrates that local efforts can build

signicant communities with global reach. Asia-Pacic led all

regions in Facebook fan followings, followed by North America.

Twitter is more U.S.-centric, and North American properties (the

majority in the U.S.) boast, on average, twice as many followers

as other regions. Communities linked to Eastern European

properties brought up the rear on both platforms.


fACeBOOk LIkeS: AVeRAGe BY ReGION

Proprty Pags Only

(February 2012)

AVeRAGe TWITTeR fOLLOWeRS BY ReGION

Proprty Accounts Only

(February 2012)

3,036

1,068

2,873

3,115

2,134

1,439

1,993

956

1,257

1,712

1,230

385

Social media is an incredibly valuable asset for

hospitality brands, and it is encouraging to see

adoption continue to rise. The smartest hospitality

brands understand that what marketers refer to as paid, owned and

earned media are colliding faster than ever. Focus on building your

internal teams and working with vendors that are integrated and dont

exist in silos. Michael Lazerow | CEO, Buddy Media


20/40


Digital iQ Index:

Hotels


Suit Spot

Analysis of more than 2,500 Facebook wall posts revealed thatphotos generate the highest engagement rate, surpassing

videos, links, and text. From a content perspective, posts

referencing hotel featuresphotos and video of the lobby, spa,

and pool, for instanceyield the most clicks. Contest-related

posts, many soliciting fans for submissions, came in second.


0.31%

Hotel Features Contest Local Tourism Promotion / DealCompany News/ Events

0.25%

0.20%

0.19%

0.15%

AVeRAGe INTeRACTION RATe BY CONTeNT TYPe(February 2012)
http://l2thinktank.com/http://l2thinktank.com/mailto:info%40L2ThinkTank.com?subject=Digital%20IQ%20Inquirymailto:info%40L2ThinkTank.com?subject=Digital%20IQ%20Inquiryhttp://www.facebook.com/MandarinOrientalhttp://www.facebook.com/MandarinOrientalmailto:info%40L2ThinkTank.com?subject=Digital%20IQ%20Inquirymailto:info%40l2thinktank.com?subject=http://l2thinktank.com/http://l2thinktank.com/


21/40


Digital iQ Index:

Hotels


Siz vs. engagmnt

As Facebook programming matures, the level of engagementon a brands page is becoming as important as the size of its

community. Analysis of the 50 global brand Facebook pages

in the Index suggests that vethe Ritz-Carlton, Four Seasons,

Shangri-La, Sotel, and Mandarin Orientalare threading the

needle, maintaining large, highly engaged communities.

However, none of these has registered more than 200,000

likes, suggesting a signicant drop-off in interaction above

that threshold.


SIZe Of COMMUNITY

Not:Axes are graphed on a logarithmic scale.

LeVeLOfeNGAGeMeNT

fACeBOOk COMMUNITY SIZe vs. eNGAGeMeNT RATeS

Global Pags Only

(February 2012)

= TRIBES BRANDS:Brands with Large FacebookCommunities and High Engagement

= BRANDS NARROWING IN ON

TRIBES CATEGORIzATION

keY:

The best hospitality brands have several things in

common when it comes to digital: they have

great content on their sites and on social networks,

they are investing time and effort into growing their communities, and

they are actively monitoring the success of their initiatives to determine

the best way to move forward.

Michael Lazerow | CEO, Buddy Media


22/40


Digital iQ Index:

Hotels


Braing Ground

Climbing OTA revenue share means hotel brands must seekadditional direct-to-consumer channels, like Facebook. Of the

52 brands studied, 10 percent offer full Facebook booking

functionality, allowing guests to book a room without leaving

the platform. However, an additional 54 percent of hoteliers let

users start a search on Facebook but complete the transaction

on their own brand sites. These brands registered 50 percent

more trafc to their sites from Facebook than brands that

do not begin the path to purchase on the social network.


f-BOOkING SOPHISTICATION% o Brands employing th following faturs on facboo:

(February 2012)

f-BOOkINGS

OPHISTICATION

F-Booking, ReservationCompletion on Site54%

Links to BrandReservation Page

12%

Full F-Booking10%
http://l2thinktank.com/http://l2thinktank.com/mailto:info%40L2ThinkTank.com?subject=Digital%20IQ%20Inquirymailto:info%40L2ThinkTank.com?subject=Digital%20IQ%20Inquiryhttp://www.facebook.com/omnihotelshttp://www.facebook.com/omnihotelshttp://www.facebook.com/omnihotelsmailto:info%40L2ThinkTank.com?subject=Digital%20IQ%20Inquirymailto:info%40l2thinktank.com?subject=http://l2thinktank.com/http://l2thinktank.com/


23/40


Digital iQ Index:

Hotels


At Your Srvic

An estimated 30 percent of U.S. social media conversationsabout hotels focus on customer service.8 Of 216 global and

property Twitter accounts, 77 percent respond to customer

service inquiries. Fewer than half of 253 Facebook pages

actively respond to customer service concerns and inquiries,

while nearly three-quarters ran active promotions on their

pages during the study period.


TWITTeR CONTeNT TYPe

% o Twittr Accounts with th following:

(February 2012, 215 Twitter Accounts)

fACeBOOk CONTeNT TYPe

% o facboo Pags with th following:

(February 2012, 253 Facebook Pages)

Events Deals / Offers ContestsCustomerService

Hotel Services Lifestyle Tips/ Advice

Local TourismNews / Info LoyaltyProgram

Contest User-GeneratedContent

Couponing CustomerService

Giveaway

8. Topics of Messages About Hotels and Airlines Shared on Social Media, eMarketer, December 2011.
http://l2thinktank.com/http://l2thinktank.com/mailto:info%40L2ThinkTank.com?subject=Digital%20IQ%20Inquirymailto:info%40L2ThinkTank.com?subject=Digital%20IQ%20Inquiryhttps://twitter.com/#!/Fairmonthotelshttps://twitter.com/#!/FourSeasonsmailto:info%40L2ThinkTank.com?subject=Digital%20IQ%20Inquirymailto:info%40l2thinktank.com?subject=http://l2thinktank.com/http://l2thinktank.com/


24/40


Digital iQ Index:

Hotels



fACeBOOk fAN RACe

Top 10 Brands: "Lis"

(February 2011 vs. February 2012)

fACeBOOk "LIkeS"

Avrag % o Monthly Growth

(February 2011February 2012)

Hilton Hotels & Resorts

Shangri-La Hotelsand Resorts

Sheraton Hotels & Resorts

The Ritz-Carlton HotelCompany, L.L.C.

Four Seasons Hotelsand Resorts

W Hotels Worldwide

Park Hyatt

Renaissance Hotels

Hyatt Hotels

Radisson

0

50,00

0

250,00

0

150,00

0

200,00

0

100,00

0

153,717

77,342115,292

34,19691,775

54,47889,893

21,51873,217

3,68655,571

9,69354,698

49,788n/a*

n/a*48,871

80,657

94,554

225,633 Hilton Hotels & Resorts

Radisson

Park Hyatt

Concorde Hotels& Resorts

InterContinental Hotels& Resorts

Conrad Hotels & Resorts

Waldorf Astoria Hotels& Resorts

Renaissance Hotels

Hotel Indigo

Sofitel

0%

80%

60%

40%

20%

100%

63%

33%

30%

22%

21%

19%

16%

16%

14%

101%

2011

2012

* Data not available for 2011


25/40


DIGITAL IQ Index:



BeST IN TWeeT

Top 10 B rands: followrs

(February 2011 vs. February 2012)

TWITTeR fOLLOWeRS

Avrag % o Monthly Growth

(February 2011February 2012)

@Jumeirah

@MO_HOTELS

@SLHLuxuryHotels

@RitzCarlton

@fairmonthotels

@InterConHotels

@LeadingHotels

@FourSeasons

@OmniHotels

@MillenniumPR

0% 4%2% 12%10%8%6% 14%

14%

9%

8%

8%

7%

6%

6%

4%

3%

14%@FourSeasons

@HiltonOnline

@fairmonthotels

@HyattConcierge

@Kimpton

@MO_HOTELS

@RitzCarlton

@OmniHotels

@LeadingHotels

@JDVHotels

05,000

35,000

30,000

10,000

25,000

20,000

15,000

32,361

12,11628,310

13,99019,849

12,28818,967

3,75518,646

6,92617,927

8,88214,632

7,06214,333

10,94113,376

18,132

10,937

36,699

2011

2012
http://l2thinktank.com/http://l2thinktank.com/mailto:info%40L2ThinkTank.com?subject=Digital%20IQ%20Inquirymailto:info%40L2ThinkTank.com?subject=Digital%20IQ%20Inquirymailto:info%40L2ThinkTank.com?subject=Digital%20IQ%20Inquirymailto:info%40l2thinktank.com?subject=http://l2thinktank.com/


26/40


DIGITAL IQ Index:



TOP 10 YOUTUBe VIDeOS

ACROSS BRANDeD & NON-BRANDeD CHANNeLS

(February 2012)

= BRAND CHANNEL

VIDEO ON:

= NON-BRAND CHANNEL
http://l2thinktank.com/http://l2thinktank.com/mailto:info%40L2ThinkTank.com?subject=Digital%20IQ%20Inquirymailto:info%40L2ThinkTank.com?subject=Digital%20IQ%20Inquiryhttp://www.youtube.com/watch?v=wZeS0Un3jwk&feature=plcp&context=C3d6f556UPOEgsToPDskJ-V2gBAOGAWpHIS7tuiQQ-http://www.youtube.com/watch?v=BSdjIrCPKUI&feature=plcp&context=C3a0aa13UPOEgsToPDskJnBv4K5E2-0HD7yZ_CMeFRhttp://www.youtube.com/watch?v=J4jZ1UFR_Wchttp://www.youtube.com/watch?v=qloj9LM__-Ihttp://www.youtube.com/watch?v=CspdvSNe_Y4&feature=plcp&context=C328c261UPOEgsToPDskLop1qVqsndwBmGq2FhJRsDhttp://www.youtube.com/watch?v=-tJ4Alb4AwIhttp://www.youtube.com/watch?v=8DuD9V2yOfQhttp://www.youtube.com/watch?v=a18mQTEbGAohttp://www.youtube.com/watch?v=gW_gc81vLk0http://www.youtube.com/watch?v=y1gIz0Ef-7Ymailto:info%40L2ThinkTank.com?subject=Digital%20IQ%20Inquirymailto:info%40l2thinktank.com?subject=http://l2thinktank.com/


27/40


Digital iQ Index:

Hotels


Pictur Prct

Instagram, the world's largest mobile-based social network,reached 27 million registered users this month and announced

an Android-based app.9 Of brands in the Index, 19 percent are

experimenting on Instagram. Follower counts remain low, but

these early adopters benet from cross-platform integration:

Brands with Instagram accounts registered an average of

12,328 Twitter followers, compared to 3,053 for brands that

do not use the photo sharing and ltering app.


9. Instagram Reaches 27 Million Registered Users And Says Its Android App Is Nearly Here , TechCrunch, Kim-Mai Cutler, March 2012.

TOP 10 INSTAGRAM fOLLOWeRS

(February 2012)

050

010

020

030

0400

800

900

600

700

montecarlovegas 839

fourseasonsfotog 235

circusvegas 215

hotelshangrila 174

mgmgranddetroit 145

whotelsnyc 259

luxorlv 281

fslosangeles 357

excaliburvegas 572

morganshotels 629

morganshotls

hotlshangrila

montcarlovgas
http://l2thinktank.com/http://l2thinktank.com/mailto:info%40L2ThinkTank.com?subject=Digital%20IQ%20Inquirymailto:info%40L2ThinkTank.com?subject=Digital%20IQ%20Inquiryhttp://techcrunch.com/2012/03/11/instagram-reaches-27-million-registered-users-shows-off-upcoming-android-app/http://techcrunch.com/2012/03/11/instagram-reaches-27-million-registered-users-shows-off-upcoming-android-app/http://techcrunch.com/2012/03/11/instagram-reaches-27-million-registered-users-shows-off-upcoming-android-app/mailto:info%40L2ThinkTank.com?subject=Digital%20IQ%20Inquirymailto:info%40l2thinktank.com?subject=http://l2thinktank.com/http://l2thinktank.com/


28/40


Digital iQ Index:

Hotels


Incrasingly Mobil

Two-thirds of brands in the study support mobile-optimizedsites, almost all offering mobile booking functionality. Tapping

into the growth of research and purchases of travel products

on smartphones10, the hospitality industry is second only to the

Specialty Retail category in mobile competence, as revealed

in L2s 2012 Prestige 100: Mobile IQ.11 The biggest jumps in

adoption were observed in Android and iPad app development,

mirroring the mass adoption of the operating system

and device, respectively.


10. Mobile Travel, eMarketer, January 2012.

11. L2 Prestige 100: Mobile IQ, L2 Think Tank.

MOBILe ADOPTION RATeS ACROSS ALL PLATfORMS

% o Brand on th following Mobil Platorms:

(2011 vs. 2012)

iPhone App iPad App Blackberry AppAndroid AppMobile Website

20%

54%63%

10% 12%

68% 66%

46% 44%

22%

2011

2012

St. Rgis iPad app
http://l2thinktank.com/http://l2thinktank.com/mailto:info%40L2ThinkTank.com?subject=Digital%20IQ%20Inquirymailto:info%40L2ThinkTank.com?subject=Digital%20IQ%20Inquiryhttp://www.l2thinktank.com/research/mobile-iq-2012/http://www.l2thinktank.com/research/mobile-iq-2012/http://www.l2thinktank.com/research/mobile-iq-2012/http://www.l2thinktank.com/research/mobile-iq-2012/http://http//itunes.apple.com/us/app/st.-regis-e-butler/id398920814?mt=8http://itunes.apple.com/us/app/st.-regis-e-butler/id398920814?mt=8http://www.l2thinktank.com/research/mobile-iq-2012/http://www.l2thinktank.com/research/mobile-iq-2012/mailto:info%40L2ThinkTank.com?subject=Digital%20IQ%20Inquirymailto:info%40l2thinktank.com?subject=http://l2thinktank.com/http://l2thinktank.com/


29/40

New York, NYFairmont

Th Plaza

The capricious Eloise tweetsabout tea parties and walks

in Central Park, extending the

ctional character to social media

Athens, GAHotel Indigo

Hotl Indigo

Dog-adoption proles intertwine

CSR with hotel news on this

propertys Tumblr

New York, NYW Hotels

W Hotls Nw Yor

Delivers New York lifestyle to 27

million Instagram users

New York, NYMorgans Hotel Group

Hudson Hotl

Merging the ofine with the

online, Hudson invited style

bloggers to dress its walls

with fashion-week-inspired

blog posts

BermudaFairmont

fairmont SouthamptonBrmuda

Engages Pinterest community

with local sights, eats, beaches,art, and cocktails

Mumbai, IndiaTaj & The Leading Hotels of The World

Th Ta Mahal Palac& Towr

Celebrating its 109th anniversary, the

Indian icon brings heritage to life on

Facebook with a shareable timeline

Bangkok, ThailandSoftel

Softel So Bangkok

The new urban hotel leverages

social media for HR through

its Cast & Recruit Facebook

program and contest

Venice Beach, CAJoie de Vivre

Hotl erwin

Hotel Erwin leads by example and

demonstrates Joie de Vivres SoCal

Sing for an Upgrade campaign


DIGITAL IQ INDex:


Proprty All Stars

http://l2thinktank.com/http://l2thinktank.com/mailto:info%40L2ThinkTank.com?subject=Digital%20IQ%20Inquirymailto:info%40L2ThinkTank.com?subject=Digital%20IQ%20Inquirymailto:info%40L2ThinkTank.com?subject=Digital%20IQ%20Inquirymailto:info%40l2thinktank.com?subject=http://l2thinktank.com/http://web.stagram.com/n/whotelsnyc/http://www.psfk.com/2011/09/hudson-hotel-teams-up-with-tumblr-and-cdfa-for-nyfw.html/9-hudson-hallhttp://apps.facebook.com/taj_journey/http://pinterest.com/fairmontsouth/http://www.facebook.com/SofitelSoBangkok?sk=app_182213881843651http://web.stagram.com/n/whotelsnyc/http://indigoathens.tumblr.com/http://www.youtube.com/watch?v=ZntNcVCUhpw&feature=player_embedded#!https://twitter.com/#!/theplazaeloise


30/40


Digital iQ Index:

Hotels


f L A S H O f G e N I U Sf L A S H O f G e N I U S

Opinion Mattrs

Sixty percent of U.S. travelers factor online opinions into travel

plans12, but only 17 percent of brands in the study offer on-site

ratings and reviews. Last October, Starwood became one of

the rst organizations to launch an independent ratings and

reviews program, bypassing third-party review sites. All reviews

are veried through reservation codes to guarantee authenticity.

In January, Starwoods Westin brand partnered withBazaarvoice to integrate guest opinions on its Buddy Media

powered Facebook page.13 Only 23 percent of all TripAdvisor

proles surveyed in our research were linked to a propertys

Facebook page. Correspondingly, our data revealed that the

number of reviews on a brands TripAdvisor prole was 22

percent greater when the prole was promoted on Facebook.

12. Social Media for Industries: Assessing Opportunities in Automotive, Travel, Financial Services and Pharmaceuticals , eMarketer, January 2011.

13. Baaarvoice Partners With Buddy Media to Make Ratings, Reviews Social, AdAge Digital, Cotton Delo, January 2012.

first in th catgory,

Starwood ors ratings

and rviws on all

company wbsits

Whats Popular Right Now allows

ans to plor top-ratd hotls on

Wstins facboo pag

Starwood brands can monitor

rviws and rspond to gust

concrns in a controlld

nvironmnt
http://l2thinktank.com/http://l2thinktank.com/mailto:info%40L2ThinkTank.com?subject=Digital%20IQ%20Inquirymailto:info%40L2ThinkTank.com?subject=Digital%20IQ%20Inquiryhttp://adage.com/article/digital/bazaarvoice-buddy-media-partner-make-ratings-social/232424/https://www.facebook.com/westin?sk=app_146284918717365http://www.starwoodhotels.com/whotels/property/reviews/index.html?propertyID=1234http://http//www.starwoodhotels.com/whotels/property/overview/index.html?language=en_US&propertyID=1234http://adage.com/article/digital/bazaarvoice-buddy-media-partner-make-ratings-social/232424/mailto:info%40L2ThinkTank.com?subject=Digital%20IQ%20Inquirymailto:info%40l2thinktank.com?subject=http://l2thinktank.com/http://l2thinktank.com/


31/40


Digital iQ Index:

Hotels


f L A S H O f G e N I U S

Roomy.com: Taing Bac Control

Launched in beta in January, Roomkey.com, the newest hotelsearch engine, is hoteliers attempt to counter OTA market

share growth. Cofounded by Choice Hotels International, Hilton

Worldwide, Hyatt Hotels Corporation, InterContinental Hotels

Group, Marriott International, and Wyndham Hotel Group,

the new cross-brand initiative recently recorded its rst luxury

commercial partner, the Preferred Hotel Group. Having lost more

than $2.5 billion to OTA commissions in 2010, hotel brands are

intent on reclaiming part of the 40 percent of bookings made

through third-party online agents in the U.S. 14

Currently featuring 23,000 properties15, the engine promisesto make hotel searches simple, fast, fun16but its true user

appeal lies in the sites design and complete price transparency.

Unlike the experience on OTAs and other aggregators, the price

indicated on Roomkey.com is the nal and lowest-available rate.

Roomkey.com kicked off a consumer marketing push in March

2012, generating initial trafc through pop-up exit windows from

partner brand sites: If users could not nd a property on

a partner site, they were invited to search on Roomkey.com.

14. Are the New Anti-OTA Sites Ready to Take the Spotlight?, HeBSdigital, Max Starkov, January 2012.

15. Meet Roomkey, The Economist, January 2012.16. http://www.roomkey.com/

Roomy.coms clan

intrac lts usrs sarch

mor than 23,000 proprtis

across its partnrs, including

Choic Hotls, Hilton, Hyatt,

IntrContinntal, Marriott,

Wyndham, and Prrrd

Hotl Group
http://l2thinktank.com/http://l2thinktank.com/mailto:info%40L2ThinkTank.com?subject=Digital%20IQ%20Inquirymailto:info%40L2ThinkTank.com?subject=Digital%20IQ%20Inquiryhttp://www.hebsdigital.com/blog/are-the-new-%E2%80%9Canti-ota%E2%80%9D-sites-ready-to-take-the-spotlight/http://www.hebsdigital.com/blog/are-the-new-%E2%80%9Canti-ota%E2%80%9D-sites-ready-to-take-the-spotlight/http://www.hebsdigital.com/blog/are-the-new-%E2%80%9Canti-ota%E2%80%9D-sites-ready-to-take-the-spotlight/http://www.economist.com/blogs/gulliver/2012/01/hotel-search-engineshttp://www.roomkey.com/http://www.roomkey.com/http://www.roomkey.com/http://www.roomkey.com/http://www.roomkey.com/http://www.economist.com/blogs/gulliver/2012/01/hotel-search-engineshttp://www.hebsdigital.com/blog/are-the-new-%E2%80%9Canti-ota%E2%80%9D-sites-ready-to-take-the-spotlight/mailto:info%40L2ThinkTank.com?subject=Digital%20IQ%20Inquirymailto:info%40l2thinktank.com?subject=http://l2thinktank.com/http://l2thinktank.com/mailto:info%40l2thinktank.com?subject=


32/40


Digital iQ Index:

Hotels



Digital Lov

The Langham demonstrates the value of cross-platform

social media integration with the Most Romantic Proposal

competition. During the contest, users shared their romantic

stories with the world by uploading videos to a separate

YouTube channel. Launched in February 2011 on Facebook

and promoted on Twitter, the contest drew fans who viewed,

liked, and commented on videos via Facebook and YouTube.

Page likes increased from a mere 69 to 11,946 over four

months, and Youtube channel views totaled 34,000+ among

30 different videos. The brand currently features the winning

couples trip around the world on a custom-created Tumblr,

with posts featured on Facebook and Twitter. Building on this

success, the Langham launched new regional campaigns

based on integrated user-generated content, such as the

Spot the Pink Taxi photo contest at the Langham Boston.

Most Romantic Proposal

comptition ncouragd ans

to shar thir lov storis

across multipl platorms

Th romantic vidos

rcivd ovr 34,000 viws

THe LANGHAM fACeBOOk LIkeS

(December 14, 2010 July 15, 2011)

Decemb

er14

Februa

ry10

March

15

April

29Ma

y5

May2

0

June

10

July15

2,000

0

4,000

6,000

8,000

10,000

12,000

14,000
http://l2thinktank.com/http://l2thinktank.com/mailto:info%40L2ThinkTank.com?subject=Digital%20IQ%20Inquirymailto:info%40L2ThinkTank.com?subject=Digital%20IQ%20Inquiryhttps://twitter.com/#!/thelanghamhotelhttps://www.facebook.com/thelanghamhotels?sk=app_221444064577255http://www.youtube.com/user/romanticlangham/featuredmailto:info%40L2ThinkTank.com?subject=Digital%20IQ%20Inquirymailto:info%40l2thinktank.com?subject=http://l2thinktank.com/http://l2thinktank.com/mailto:info%40L2ThinkTank.com?subject=Digital%20IQ%20Inquirymailto:info%40l2thinktank.com?subject=


33/40


Digital iQ Index:

Hotels



Th Ubiquitous Concirg

The Ritz-Carlton debuted its World Concierge program,

sourcing tips from the local concierge staff of 75 global

properties via Foursquare. The brand now leaves tips at

famous destinations and hidden gems on the mobile platform,

registering an increase in following from 300 to 3,700 by the

end of February. This growth highlights the opportunity for

hospitality brands to leverage geo-local platforms to add

value to the guest experience.

Local concirg

sta or insidr

tips on locations

around th glob

Global & Local Nei therGlobal Only Local On ly

fOURSQUARe STRATeGIeS

(February 2012)

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Digital iQ Index:

Hotels


0

500

1,000

1,500

2,000

2,500

3,000

4,000

3,500

4,500

12/29/11

12/31/11

1/2/12

1/4/12

1/6/12

1/8/12

1/10

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1/12

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1/14

/12

1/16

/12

229

3,105

3,741

3,812

1,048

598

1,441

286401


Gustsourcing

In early January, InterContinental encouraged guests to submit

photos from their stays, collecting 107 photos via Twitter

and sharing them in a Facebook album titled The World of

InterContinental, Seen Through Our Guests' Cameras. In fewer

than 10 days, the brands Facebook page racked up 14,661

"likes. Unlike photo contests for which fans receive prizes, this

program appealed to guests natural desire to share moments

from their vacations. The brand credited original photographers

by listing their Twitter handles or tagging their Facebook pages.

InterContinentals sister brand Hotel Indigo is running a similar

campaign dubbed Hotel Indigo Through the Eyes of Our

Guests with a Pinterest integration. Pinterest surpassed Twitter

in February 2012 to become the second-largest social network

after Facebook in terms of referral trafc.17 Hotel Indigo pins

guest photos sourced from Instagram, Path, blogs, Twitter,

Foursquare, and Flickr. Hotel Indigo is one of the 17 percent of

brands in the Index that utilize the fastest growing platform.

17. Pinterest Now Generates More Referral Trafc Than Twitter, TechCrunch, Jordan Crook, March 2012.

A facboo album

ddicatd to gust-sourcd

photos rcivd 48 shars

and 383 lis

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Th brand sourcs

photos capturd by

gusts rom a varity

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and pins thm

g Q W t t k b t b d ki ? C t t
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Digital iQ Index:

Hotels



Mov Ovr Mini Bar

The presence of on-site technology increasingly inuencestravelers decisions. Thirty-eight percent of travelers count

free WiFi as a must-have in their decision to book a hotel.18

Technology is now an increasingly important point of

differentiation as Gen Y consumers begin to crowd the lobbies

of hotels: Next to the alarm clock and the coffeemaker is an

iPad, the traveler's favorite in-room amenity. Every room in

the Plaza Hotel New York, Four Seasons Beverly Hills, the

Morgans Hotel Group Royalton, Mondrian SoHo, and Delano

properties is outtted with an iPad. Guests can adjust the room

temperature and lighting, arrange car service, make restaurantreservations, set a spa appointment, request a wake-up call,

check ights and weather, order housekeeping, contact hotel

staff, change the television channel, and order room service

using the devices. Some hotels have reported an 18 percent

increase for in-room dining orders since offering the mobile

feature.19

In-room technology's self-service model enhances the guest

experience and streamlines hotel operations. Digital concierge

services are delivered via the internet, mobile applications, and

Twitter, allowing guests to access curated itineraries and local

attractions. InterContinental Hotels provides its concierges

with iPads to enable live video chats with guests. At Mandarin

Oriental New York, housekeepers use iPod Touches to track

their work and schedule services to minimize guest disruption.

Even the hotel gym is going high-tech: Hilton recently

introduced Internet-connected tness centers, complete with

touch-screen consoles, e-readers, iPod compatibility, and on-

demand exercise programs.

18. Hotels.com Survey Finds Free Wi-Fi Is The Make It Or Break It Factor In Hotel Booking , Hotels.com, January 2012.

19. More hotels distribute iPads to guests for ordering room service, amenities , USA Today, Roger Yu, June 2011.

Th Mondrian

SoHos iPads allow

gusts to ordr

room srvic,

ma dining

rsrvations,

and contact

housping

Digital iQ Index Want to know more about your brands ranking? Contact us
http://l2thinktank.com/http://l2thinktank.com/mailto:info%40L2ThinkTank.com?subject=Digital%20IQ%20Inquirymailto:info%40L2ThinkTank.com?subject=Digital%20IQ%20Inquiryhttp://press.hotels.com/en-us/2012-01-12/hotels-com-survey-finds-free-wi-fi-is-the-make-it-or-break-it-factor-in-hotel-booking/http://travel.usatoday.com/hotels/post/2011/06/more-hotels-distribute-ipads-to-guests-for-ordering-room-service-amenities/175121/1http://www.notcot.com/archives/2011/06/mondrian-soho-views-ipads-room.phphttp://www.notcot.com/archives/2011/06/mondrian-soho-views-ipads-room.phphttp://www.notcot.com/archives/2011/06/mondrian-soho-views-ipads-room.phphttp://travel.usatoday.com/hotels/post/2011/06/more-hotels-distribute-ipads-to-guests-for-ordering-room-service-amenities/175121/1http://press.hotels.com/en-us/2012-01-12/hotels-com-survey-finds-free-wi-fi-is-the-make-it-or-break-it-factor-in-hotel-booking/mailto:info%40L2ThinkTank.com?subject=Digital%20IQ%20Inquirymailto:info%40l2thinktank.com?subject=http://l2thinktank.com/http://l2thinktank.com/mailto:info%40L2ThinkTank.com?subject=Digital%20IQ%20Inquirymailto:info%40L2ThinkTank.com?subject=Digital%20IQ%20Inquirymailto:info%40L2ThinkTank.com?subject=Digital%20IQ%20Inquirymailto:info%40l2thinktank.com?subject=


36/40


Digital iQ Index:

Hotels



Starwood & jipang

Starwood linked with Jiepang, the Chinese geo-local darling

that boasts nearly 1.5 million users20, to extend its global

loyalty-based geo-local campaign. Upon checking in at a

Starwood property, Jiepang users earn Starwood Preferred

Guest loyalty points, virtual badges, and the chance to win a

weekend stay at a Starwood hotel in the Asia-Pacic region.

Users who collect all eight branded virtual badges from each

Starwood hotel chain are entered to win a ve-night stay at the

St. Regis Sanya Yalong Bay Resort on Hainan Island. Leading

inuencers provide travel tips in a video series featured on

Starwoods Jiepang page.

The global giant sees Chinese market potential beyond Asia-

Pacic. Chinese enrollment in Starwood's loyalty program

jumped 71 percent in 2010.21 In response, Starwood launched

the Starwood Personalized Travel program, dedicated to

providing custom service to wealthy Chinese guests traveling

overseas.

20. Social, Digital and Mobile in China, We Are Social, Simon Kemp, December 2011.

21. Starwood Hotels Relocates Global Headquarters to China for Unprecedented Month-Long Managerial Endeavor, BusinessWire, June 2011.

Starwood Prrrd

Gusts arnd loyalty

points and virtual

badgs by chcing

in at on o th chains

proprtis on jipang

http://l2thinktank.com/http://l2thinktank.com/mailto:info%40L2ThinkTank.com?subject=Digital%20IQ%20Inquirymailto:info%40L2ThinkTank.com?subject=Digital%20IQ%20Inquiryhttp://wearesocial.sg/blog/tag/jiepang/http://www.businesswire.com/news/home/20110606005369/en/Starwood-Hotels-Relocates-Global-Headquarters-China-Unprecedentedhttp://jiepang.com/spghttp://www.businesswire.com/news/home/20110606005369/en/Starwood-Hotels-Relocates-Global-Headquarters-China-Unprecedentedhttp://wearesocial.sg/blog/tag/jiepang/mailto:info%40L2ThinkTank.com?subject=Digital%20IQ%20Inquirymailto:info%40l2thinktank.com?subject=http://l2thinktank.com/http://l2thinktank.com/mailto:info%40L2ThinkTank.com?subject=Digital%20IQ%20Inquirymailto:info%40L2ThinkTank.com?subject=Digital%20IQ%20Inquirymailto:info%40L2ThinkTank.com?subject=Digital%20IQ%20Inquirymailto:info%40l2thinktank.com?subject=


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Digital iQ Index:

Hotels

Want to know more about your brand s ranking? Contact us


What Happns on an App,Stays on an App

MGM offers 18 mobile apps to serve the needs of the 700,000

tourists who visit Vegas each week.22 Leveraging economies

of scale, the company worked with one developer to create

a similar experience across properties. MGMs iPhone and

Android mobile apps allow users to make reservations, buy

show tickets, order room service, and enjoy geo-targeted

content and offers. The apps have received more than

800,000 downloads.23 MGM also provides a one-stop shop

for all its mobile apps by promoting them in a single location

on its sitesomething the majority of brands dont do for

their property-specic programs.

22. Casinos track, interact with guests via smartphone apps, Las Vegas Sun, Ron Sylvester, March 2012.

23. Ibid.

MGM's on-stop

shop or all its

mobil apps

Lvraging

conomis o

scal, th iOS

and Android apps

dlivr a go-

targtd Vgas

princ

http://l2thinktank.com/http://l2thinktank.com/mailto:info%40L2ThinkTank.com?subject=Digital%20IQ%20Inquirymailto:info%40L2ThinkTank.com?subject=Digital%20IQ%20Inquiryhttp://%20http//www.lasvegassun.com/news/2012/mar/09/want-book-room-monte-carlo-or-check-convention-sch/http://www.mgmresorts.com/mobile/http://%20http//www.lasvegassun.com/news/2012/mar/09/want-book-room-monte-carlo-or-check-convention-sch/mailto:info%40L2ThinkTank.com?subject=Digital%20IQ%20Inquirymailto:info%40l2thinktank.com?subject=http://l2thinktank.com/http://l2thinktank.com/mailto:info%40L2ThinkTank.com?subject=Digital%20IQ%20Inquirymailto:info%40L2ThinkTank.com?subject=Digital%20IQ%20Inquirymailto:info%40L2ThinkTank.com?subject=Digital%20IQ%20Inquirymailto:info%40l2thinktank.com?subject=


38/40


Digital iQ Index:

Hotels

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SCOTT GALLOWAY

Clinical Prossor o Marting, NYU Strn

foundr, L2

Scott is a Clinical Professor at the NYU Stern School of Business,

where he teaches brand strategy and digital marketing, and is

the founder of L2, a think tank for prestige brands. Scott is also

the founder of Firebrand Partners, an operational activist rm that

has invested more than $1 billion in U.S. consumer and media

companies. In 1997, he founded Red Envelope, an Internet-

based branded consumer gift retailer. In 1992, Scott founded

Prophet, a brand strategy consultancy that employs more than

250 professionals in the United States, Europe, and Asia. Scott

was elected to the World Economic Forums Global Leaders of

Tomorrow, which recognizes 100 individuals under the age of 40

whose accomplishments have had impact on a global level.

Scott has served on the boards of directors of Eddie Bauer

(Nasdaq: EBHI), The New York Times Company (NYSE: NYT),Gateway Computer, and UC Berkeleys Haas School of Business.

He received a B.A. from UCLA and an M.B.A. from UC Berkeley.

DANIeLLA CAPLAN

L2

Daniella is a research and advisory associate at L2, where she

leads several Digital IQ Index reports. Starting her career as a

marketing communications manager for a leading global defense

contractor, she directed the companys creative programs and the

rebranding of newly acquired divisions. She was later hired to lead

public relations for the Israeli Consulate in Boston, and guided the

local implementation of the countrys nation-branding efforts while

spearheading the consulates social media integration. Daniella

received a B.A. in Politics with International Studies from WarwickUniversity (U.K.) and an M.S. in Integrated Marketing from NYU.

MAUReeN MULLeN

Dirctor o Rsarch & Advisory, L2

Maureen leads L2s research and advisory practice, where she

helped develop the Digital IQ Index. She has benchmarked the

digital marketing, e-commerce, and social media efforts of more

than 300 brands across pharma, auto, luxury, specialty retail,

beauty, and the public sector. Maureen also has led digital strategy

consulting engagements for a variety of Fortune 1000 clients.

Before joining L2, Maureen was with Triage Consulting Group and

led managed-care payment review and payment benchmarking

projects for hospitals, including UCLA Medical Center, UCSF, and

HCA. Maureen has a B.A. in Human Biology from Stanford Universityand an M.B.A. from NYU Stern.

R. DANIeLLe BAILeY

L2

Danielle began her career at The Home Depot, Inc., where she

led a variety of internal consulting engagements focused on

supply chain, merchandising, and in-store process improvement.

She went on to manage the implementation of award-winning

mobile initiatives for several large media clients, including The

New York Times Company, NBCUniversal, Disney/ABC, Maxim

magazine, and Zagat. At L2 she has benchmarked the digital

competence of brands spanning the specialty retail, public

sector, pharma, wine and spirits, travel, and nancial services

industries. Danielle has a B.S. in Systems Engineering from the

University of Virginia and an M.B.A. from NYU Stern.

eMMA LI

L2

Emma started her career as a research analyst in risk advisory,

focusing on emerging markets. She later supported an online

publication start-up, conducting research to assess trends in

the China luxury and contemporary art markets, and developed

the publications social media marketing strategy. Emma speaks

uent Mandarin and Cantonese. She received her Bachelor of

Commerce degree from the University of Windsor (Canada) and

an M.A. from NYU.

ARI WOLfe

L2

Ari will be completing his M.B.A. this spring at NYU Stern, with a

focus on marketing and digital strategy. Over the last two years,

he has worked on digital branding and communication with the

start-up companies Nest Egg and Madecasse. Prior to business

school, he worked in new media at John Wiley & Sons, focusingon the user experience and development of a new online platform.

Ari received his B.A. from Wesleyan University and went on to

spend two years in China through a Princeton in Asia fellowship.

jeSSICA BRAGA

L2

Jessica, an art director, specializes in identity, iconography,

event graphics, and invitations. She began her career in fashion,

designing textiles and prints at Elie Taharis studio, and then

focused on the brand aesthetic across its many developing

disciplines. Desiring to explore other facets of design, she went

on to become the art director of a small, prestigious design rm

in Chelsea, where she focused on event graphics, digital and

print collateral, and brand aesthetics for companies both large

and small. Jessica holds a B.F.A. in Graphic Design, and an

A.A.S. in Illustration from Rochester Institute of Technology.

AARON BUNGe

L2

Aaron is a freelance graphic designer who specializes in print

design, branding and identity, packaging, and web design. His

approach is both aesthetic and functional, characterized by clear,

intelligent design appropriate to the project at hand. He began

his career tailoring projects for the Chinese, Australian, and

U.S. markets across multiple design disciplines and in multiple

languages. Aaron has a B.F.A. in Graphic Design from Iowa

State University.

MICHAeL LAZeROW

CeO, Buddy Mdia

Michael is a serial entrepreneur who has co-founded four suc-

cessful internet-based media companies. He has a passion for

creating, managing and growing companies from the ground up.

Michaels rst foray into entrepreneurship came with the founding

of University Wire, an Associated Press-like network of more than

700 student-run newspapers that is now owned by CBS Corp.

Building on his growing experience in the online space, Michael

next founded GOLF.com, which was purchased by Time Warners

Time Inc. division in January 2006.

Michael is currently the chairman and CEO of Buddy Media,

Inc., a New York-based company whose Facebook manage-

ment system is used by global brands and agencies. Michael

graduated from Northwestern University in Evanston, Ill. with a

B.S. and M.S. in Journalism in 1996. He is a regular contributor

to Advertising Age, MediaPost, Fortune, and iMedia Connec-

tion, among other publications, and frequently is called upon to

speak at industry events including the Monaco Media Forum, the

Consumer Electronics Show, OMMA Global, Web 2.0 Expo, and

iMedia Brand Summit.

T e A M

A spcial than you to L2 wintr

rsarch analysts Shan Chn

and Caitlin Clar or thir data

collction orts.
http://l2thinktank.com/http://l2thinktank.com/mailto:info%40L2ThinkTank.com?subject=Digital%20IQ%20Inquirymailto:info%40L2ThinkTank.com?subject=Digital%20IQ%20Inquiryhttp://l2thinktank.com/http://l2thinktank.com/http://l2thinktank.com/http://l2thinktank.com/http://l2thinktank.com/http://l2thinktank.com/http://l2thinktank.com/http://l2thinktank.com/http://l2thinktank.com/http://l2thinktank.com/http://l2thinktank.com/http://l2thinktank.com/http://l2thinktank.com/http://l2thinktank.com/http://l2thinktank.com/http://l2thinktank.com/http://l2thinktank.com/http://l2thinktank.com/http://l2thinktank.com/http://l2thinktank.com/http://l2thinktank.com/http://l2thinktank.com/http://l2thinktank.com/http://l2thinktank.com/http://l2thinktank.com/http://l2thinktank.com/http://l2thinktank.com/http://l2thinktank.com/http://l2thinktank.com/http://l2thinktank.com/http://l2thinktank.com/http://l2thinktank.com/http://l2thinktank.com/http://l2thinktank.com/http://l2thinktank.com/http://l2thinktank.com/http://l2thinktank.com/http://l2thinktank.com/http://l2thinktank.com/http://l2thinktank.com/http://l2thinktank.com/http://l2thinktank.com/http://l2thinktank.com/http://l2thinktank.com/http://l2thinktank.com/http://l2thinktank.com/http://l2thinktank.com/http://l2thinktank.com/http://l2thinktank.com/http://l2thinktank.com/http://l2thinktank.com/http://l2thinktank.com/http://l2thinktank.com/http://l2thinktank.com/http://l2thinktank.com/http://l2thinktank.com/http://l2thinktank.com/http://l2thinktank.com/http://l2thinktank.com/http://l2thinktank.com/http://l2thinktank.com/http://l2thinktank.com/http://l2thinktank.com/http://l2thinktank.com/http://l2thinktank.com/http://l2thinktank.com/http://l2thinktank.com/http://l2thinktank.com/http://l2thinktank.com/http://l2thinktank.com/http://l2thinktank.com/http://l2thinktank.com/http://l2thinktank.com/http://l2thinktank.com/mailto:info%40L2ThinkTank.com?subject=Digital%20IQ%20Inquirymailto:info%40l2thinktank.com?subject=http://l2thinktank.com/http://l2thinktank.com/


39/40

L2 is a thin tan or digital innovation.

We are a membership organization that brings together thought leadership

from academia and industry to drive digital marketing innovation.

ReSeARCH

Digital IQ Ind:The denitive benchmark for online competence, Digital IQ Index reports score

brands against peers on more than 350 quantitative and qualitative data points, diagnosing their

digital strengths and weaknesses.

eVeNTS

forums:Big-picture thinking and game-changing innovations meet education and entertainment.

The largest gatherings of prestige executives in North America.

300+ attendees

Clinics:Executive education in a classroom setting with a balance of theory, tactics, and

case studies.

120180 attendees

Woring Lunchs:Members-only lunches led by digital thought leaders and academics.

Topic immersion in a relaxed environment that encourages open discussion.

40 80 attendees

MBA Mashups:Access and introduction to digital marketing talent from top business schools.

CONSULTING

Advisory Srvics: L2 works with brands to garner greater return on investment in digital initiatives.

Advisory work includes Digital Roadmaps, Social Media Strategy, and Site Optimization engagements.

MeMBeRSHIP

for mmbrship ino and inquiris:[email protected]

UPCOMING ReSeARCH

DIGITAL IQ INDex Rports:

Fragrance

Magazines

Hair Care

UPCOMING MeMBeR BeNefITS

Members Site:

In th scond quartr L2 will launch ral-tim tracing o digital

mtrics (vs. prs).

PReSTIGe 100 Rports:

Brazil, Russia, India IQ

Facebook IQ

China IQ

UPCOMING eVeNTS

L2 Lunch Emerging Markets

04.03.12 Paris

L2 Clinic Brands As Media Companies

04.12.12 Nw Yor City

L2 Lunch Predictions for Digital

04.18.12 Milan

L2 Lunch Emerging Markets

05.10.12 Nw Yor City

L2 Clinic China & Facebook, In-Depth

05.24.12 Paris
http://users/dB/Desktop/L2/Dropbox/L2%20Think%20Tank%20-%20New%20June%202011/Design/06%20-%20Digital%20IQ/07%20-%20Hotels%202012/02%20-%20Layouts/Hotels%202012%20FINAL/sh%20HD/Users/dB/Library/Caches/Adobe%20InDesign/Version%207.5/en_US/InDesign%20ClipboardScrap1.pdfhttp://users/dB/Desktop/L2/Dropbox/L2%20Think%20Tank%20-%20New%20June%202011/Design/06%20-%20Digital%20IQ/07%20-%20Hotels%202012/02%20-%20Layouts/Hotels%202012%20FINAL/sh%20HD/Users/dB/Library/Caches/Adobe%20InDesign/Version%207.5/en_US/InDesign%20ClipboardScrap1.pdfhttp://users/dB/Desktop/L2/Dropbox/L2%20Think%20Tank%20-%20New%20June%202011/Design/06%20-%20Digital%20IQ/07%20-%20Hotels%202012/02%20-%20Layouts/Hotels%202012%20FINAL/sh%20HD/Users/dB/Library/Caches/Adobe%20InDesign/Version%207.5/en_US/InDesign%20ClipboardScrap1.pdfhttp://users/dB/Desktop/L2/Dropbox/L2%20Think%20Tank%20-%20New%20June%202011/Design/06%20-%20Digital%20IQ/07%20-%20Hotels%202012/02%20-%20Layouts/Hotels%202012%20FINAL/sh%20HD/Users/dB/Library/Caches/Adobe%20InDesign/Version%207.5/en_US/InDesign%20ClipboardScrap1.pdfhttp://users/dB/Desktop/L2/Dropbox/L2%20Think%20Tank%20-%20New%20June%202011/Design/06%20-%20Digital%20IQ/07%20-%20Hotels%202012/02%20-%20Layouts/Hotels%202012%20FINAL/sh%20HD/Users/dB/Library/Caches/Adobe%20InDesign/Version%207.5/en_US/InDesign%20ClipboardScrap1.pdfhttp://users/dB/Desktop/L2/Dropbox/L2%20Think%20Tank%20-%20New%20June%202011/Design/06%20-%20Digital%20IQ/07%20-%20Hotels%202012/02%20-%20Layouts/Hotels%202012%20FINAL/sh%20HD/Users/dB/Library/Caches/Adobe%20InDesign/Version%207.5/en_US/InDesign%20ClipboardScrap1.pdfhttp://users/dB/Desktop/L2/Dropbox/L2%20Think%20Tank%20-%20New%20June%202011/Design/06%20-%20Digital%20IQ/07%20-%20Hotels

l2 hotels digitaliq 2012

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