1. L2 Think Tank’s Rankings analysis
MARIE CHARBONNIER
LUCIE GEORGES

2. 1 Step : Observe Hotel’s digital touch
points with guests

3. W Hotels Digital IQ
 APPS

4. W Hotels Digital IQ
 MOBILE ACCESS

5. W Hotels Digital IQ
 FEEDBACK

6. W Hotels Digital IQ
 SOCIAL MEDIA

7. W Hotels Digital IQ
 EVENTS

8. W Hotels Digital IQ
 CONTEST: FOUR STORIES

9. W Hotels Digital IQ
REINFORCE THE RELATIONSHIP WITH GUESTS’COMMUNITY
LIFESTYLE SHOP

10. W Hotels Digital IQ
 RESERVATIONS

11. W Hotels againt Four Seasons
Digital IQ Analysis
W Hotels Four Seasons
Adverstising hotel and
General mission Creating a community
experiences
Wealthy 30-70 years old,
Target Young and trendy active people
chic and travelers
Link to their target :
Numerous, developped and lifestyle and cooking,
Apps
original mainly focus on
reservation
Flashy, interactive, modern +
Pictures, beautiful and
Website direct feedback ie. CrossMedia,
pure
attract curiosity
Formal, classic not a
Strong community and
Social Media priority, no direct access
connection
on the homepage
Accessibility Good for all devices Scrit minimum

12. Intercontinental Digital IQ
 APPS

13. Intercontinental Digital IQ
 MOBILE ACCESS

14. Intercontinental Digital IQ
 FEEDBACK

15. Intercontinental Digital IQ
 SOCIAL NETWORK

16. Intercontinental Digital IQ
 TWITTER

17. Intercontinental Digital IQ
 FACEBOOK

18. Intercontinental agaisnt Four
Seasons Digital IQ
Intercontinental Four Seasons
Adverstising hotel and
General mission Create a strong link with guests
experiences
Target Wealthy 30-70 years old, chic and travelers
Link to their target :
Concierge, Cooking, guest lifestyle and cooking,
Apps
oriented mainly focus on
reservation
Pictures, beautiful and
Website Pictures focus, keep it simple, chic
pure
Formal, classic not a
Not visible enough on the home
Social Media priority, no direct access
page, but a priority for the brand
on the homepage
Well developped, page dedicated
Accessibility Scrit minimum
to all devices

19. Westin Digital IQ
 MOBILE ACCESS

20. Westin Digital IQ
 STAY’S OBSERVATIONS AND COMMENTS

21. Westin Digital IQ
 BOOKING ENGINE

22. Westin Digital IQ
 SOCIAL MEDIA

23. Westin Digital IQ
 APPS

24. Westin agaisnt Four Seasons
Digital IQ
Westin Four Seasons
Emphasize booking and push Adverstising hotel and
General mission
visitors to book experiences
Wealthy 30-70 years old,
Wealthy 40-80, Families and
Target chic and travelers
business clientele
Link to their target :
Discret on the website, adapted
lifestyle and cooking,
Apps to all devices on the frame of
mainly focus on
Starwood
reservation
Pictures, beautiful and
Website Very light and focus on booking
pure
Formal, classic not a
Social Media Discret priority, no direct access
on the homepage
Accessibility No communication about it Scrit minimum

25. « More than booking engine,
hotels are travel experts »
 Hotels’ expertise not only on hospitality :
 Cooking
 Wedding - Events
 Travel destination – Concierge
 Hotels share their knowledge and knowhow on their webstite,
through videos and applications : real experience for the
customer – discover new atmospheres and habits
 Hotels create community of interest and gather guests around
topics by doing so they get closer to their target.