Marriott, Hilton, Mandarin Oriental Among the Most Digitally Adept Hotel Brands
Skift Take
Being a digital savvy hotel brand goes beyond just having a social media account. Brands that truly understand digital brand strategy in all its forms, from mobile and SEO to social and e-commerce, have the upper hand as more and more consumers demand these platforms and services.
New York-based brand consultancy firm L2 released its annual list of the most digitally savvy hotel brands in the upper upscale and luxury sectors, and for the second year in a row, Marriott Hotels took top honors as a "genius." Okura Hotels & Resorts ranked lowest among 55 brands for its "feeble" digital competence.
In L2's "Digital IQ Index: Luxury Hotels 2016," Marriott led the pack with a score of 140 (Genius). Marriott was lauded for its Travel Brilliantly microsite that encourages guests to submit user-generated content, its mobile site and mobile app, and its online Marriott Traveler magazine. Marriott's sister brand The Ritz-Carlton ranked sixth.
Hilton Hotels & Resorts ranked second with a Gifted score of 137, thanks to its "@Play" loyalty campaign that allows members to redeem points or bid on access to exclusive concerts, sporting events, and culinary experiences. Sister brand Waldorf-Astoria, also Gifted, came in eighth.
Mandarin Oriental
