Top 10 luxury hotel brands in digital
With powerful new entrants looming and a rapid increase in travelers adopting mobile devices for research and booking, Luxury Hotel brands must harness all the right digital tools and strategies to distinguish themselves or run the risk of becoming commoditized.
This year’s Digital IQ Index®: Luxury Hotels reflects methodology modifications that account for the rise of mobile, the increasingly global nature of travel and changes in Google’s hotel price ad strategy. Laggard brands lacked incremental investments in the brand site, including localization of sites in key international markets, and in building out mobile offerings. Read on to see what distinguished the most digitally savvy brands on L2’s list.
1. Marriott (tie)
Digital IQ: 143
Marriott Hotels ascended to the top spot this year, spurred by Marriott International’s investments in content marketing and Index-leading visibility in category and city search.
Thanks to a big video push by Marriott Content Studio, a unit that launched in fall 2014, the category’s YouTube Top 10 includes several Marriott brand videos. Marriott has also forayed into blogging platform Medium, launching travel and lifestyle vertical Gone, and was the first hotel brand on Snapchat.