IQ “scores” rank chains
Best Western and Holiday Inn top a new ranking of 48 hotel chains based on their use of digital media and advertising.
The hospitality brands were the only two to receive “genius” ratings in the study conducted by digital think tank L2.
L2 ranks businesses according to digital “IQ” scores from under 70 (“feeble”) to over 140 (genius) based on their Web site, social media, mobile, and digital marketing efforts. The study included hotels classified across a range of categories including economy, midscale, upper midscale and upscale. A prior L2 analysis focused on luxury hotels, Online Media Daily reports.
Best Western won high marks for things like offering travel planning resources on its site, a redesigned mobile app integrating services like TripAdvisor and Tripit and for testing geo-fenced mobile ads. Holiday Inn was cited for having the most Twitter followers and using the InterConteninental Hotel Group’s verified user reviews, reports Digital Marketing Suite.
Other hotel chains among the top 10 included Crowne Plaza, DoubleTree by Hilton, Holiday Inn Express, Courtyard by Marriott, and Hampton Inn.
On the flip side, brands deemed “feeble” include America’s Best Inns & Suites, Budget Host Inn, Country Hearth, and Budgetel. They were variously faulted for shortcomings including “crippling load times and poor site navigation,” broken links and outdated site design, the study said.
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