The document discusses and compares the digital IQ elements of several hotel brands: 1) W Hotels ranks first with an interactive website, mobile app, social media presence, and emphasis on music, art, and events. 2) Westin developed a digital strategy to improve communication and efficiency, boosting their digital IQ to second place. 3) Intercontinental has an interactive but simple website, social media, and newsletter registration like Westin. 4) Brand websites aim to be more than just booking engines, providing travel expertise through reviews, news, videos and optimized mobile access for business travelers.

1. Group Assignments
Exercise 1 – 13/02/13
CHARLOTTE GUILLOT
LAURA FLEURY
YANN LEBRIS
MBA 2A
SESSION 2

2. Digital IQ elements
 W Hotels

8. Conclusion
• First one in the top ten ranking digital IQ
• Website is very useful and interactive (good colors, visual, trendy..)
• Mobile App
• W music
• Booking
• possibility to join the social scene
• possibility to have loyalty points
• social networks: Facebook, Twitter, Google +, Youtube,
• Trip Advisor
• Message, visual design and functionality
• Search, display, email and digital marketing efforts
• Mobile optimization, apps
• Community, engagement and other social efforts are taken

9. Westin

11. • Google +
• Westin develop a strategy in order for them to facilitate their
communication and to be more efficient at the same time, boosting this
way their digital IQ rates.
• Rationalizing the overview they had on internet they reached the second
rank in Digital IQ

12. Intercontinental

14. Conclusion
• 2nd one on the top ten ranking Digital IQ
• Interactive website: neutral and simple, neutral, but chic
• possibility to upload the Westin screenshot
• Booking
• Social Network: Facebook, Twitter, Youtube,
• Possibility to register for the newsletter
• Blogs
•

15. How does each brand compare to Four Seasons?
• The Westin and Intercontinental Websites are the most similar with the Four
Seasons website because it is very simple, chic, interactive and timeless
• We think W Hotels take the First place in the top ten ranking digital IQ
because the website is very attractive with a lot of information’s about concerts,
music, art, and other events… The website is very colorful and it brings an
image more modern and trendy.
• The Digital IQ rank moves everyday so hotels have to be always in competition
and have to follow all the new technologies.
•

16. Any screen, any time?
• Only the Starwood group use a unique mobile application
• They choose to touch a larger part of the population with the possibility to
upload a specific app for each mobile phones (smartphones)

17. What does L2 mean by 'more than a booking
engine - brands as travel experts?
• Nowadays, websites are not only a booking engine, it is also a complete source
of information.
• We can find ranking, latest news, events, videos …
• Business travelers access information from a mobile device
• Hotel brands have mobile-optimized sites
• We can also register to the website, newsletters, blogs etc…
•