Though hotel brands headquartered in North America show significantly higher digital and mobile activity, the revenue growth is coming from emerging countries, prompting brands to customise site experiences like speaking to their customers in their native tongues.
Brands with Chinese versions amount to 64% of the total, closely followed by German in 55%.
Globally, nearly two-thirds of travellers are booking online with 88% of them comparing prices and 63% of them consulting travel reviews before booking. This move to digital pushes sites to bring in features like 360 degree tours, hotel staff tips, product-page videos and pictures – the latter two are deemed important selling points by 42% of leisure travellers.
Mobile is also of essence with 81% of global hoteliers entering the space – a total year-on-year increase of 15%: both Android and Blackberry saw increases of above 18% in app adoption with a focus on booking, city guides, concierge services and room service ordering.
This growth in mobile also comes at no surprise: the study showed that eight of 10 smart phone users and nine of 10 tablet users who have booked a trip on their devices said they’d do it again.
“Brands that have embraced digital innovation – and their shareholders – are reaping rewards,” said L2 founder Scott Galloway. “Our data reveals a positive relationship between year-over-year growth in digital IQ and change in stock price, supporting our thesis that digital competence is linked to shareholder value in the hotel sector.”
The L2 2013 Digital IQ Index for hotels looked at 57 global hotel brands, assessing their activity in site, digital marketing, mobile and social media.