comparing hotel groups’ digital iq
TRANSCRIPT
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Comparing Hotel groups’ Digital IQ
HUMNICKI AlexandraNEHME Akram
GODARD MarieMBA2A
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Westin: loyalty points can be consulted through their websit an phone applications, facebook, youtube, twitter
IHG: non interactive website, old fashioned, mobile application limited to booking rooms and checking loyalty points
Four Seasons: sell dream, with interactive photos, cookbook application with IHG chef’s worldwide recipes
Digital IQ Touchpoints
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Interactive & modern website: attractive to customers (especially the young)
Promoting new events, conciergerie programs
Innovative Mobile App: Booking, checking loyalty points
« W Music » App: Sharing playlists (common interests), opportunity to engage communities
Best rate program=guarantee
Differentiation: W Hotels
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Four Seasons has remained static, without innovating more
Classic website: the group chose to focus on the design and pictures, not on innovation and interactivity
Lack of communication & visibility (on the official website there is not any communication about the mobile App for example)
What makes other hotel groups better than Four Seasons?
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Starwood: you can choose the App according to your mobile/Ipad (« Choose your device »)
Any screen, any time
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Websites/Apps have become more than booking engines
Multitask: offer multiple uses Customers have the opportunity to choose a
hotel according to many criteria (they get involved, committed)
A mean to gather customers who have the same interests, create communities (music, cooking, travels…): social interactivity
“More than a booking engine - brands as travel experts”