Marriot International has come top in a usability report that includes eight of the world’s top hotel brands.
The report also looks at the onsite effectiveness and brand awareness of Holiday Inn, Radisson, Hilton Hotels, Best Western, Choice Hotels, Accor Hotels and Starwood Hotels.
As mentioned, Marriott International was the top performing hotel with an average score of 83%. Hilton came second with 81% while Accor came third with 78%. The overall average among all eight hotels was 64%.
Hyatt releases its Q3 results today, so I thought I’d pre-empt the webcast and take a look at the company's digital efforts.
Is its digital marketing as good as the hotels? And how do its efforts compare to some big name competition?
It turns out Hyatt is fairly solid, online. I didn’t get mad trying to use the website, and everything was easy to find, with a good mobile presence.
To take it to the next level, Hyatt would have to redesign its website to match the modern design of RoomKey or Top10.com.
It would also be great to see more rich content on the Hyatt website, rather than simply its social channels. This would allow more of the atmosphere of the hotels and the ethos of the brand to suffuse the browsing and booking process.
Let’s have a look at the brand's paid, owned and earned digital content.
It seems that everywhere I look this month I’m reminded of a major and growing trend that’s increasingly impacting the way that every business needs to think.
It’s this: customer expectations are rising faster than a bunch of helium balloons on a calm day. Especially when it comes to digital.
What does this mean and how can you go about meeting and managing your customers’ expectations?
Even luxury brands are having trouble moving with the times. What is certain is that the static brochure style website featuring a photoshoped image of an infinity pool is dead.
Luxury hotels, like every industry, are having to be more imaginative and rethink their marketing strategy.
The first rule in content marketing is that content needs a purpose: to stimulate, engage, convert and build a buzz around a brand. It’s got to be useful, visible, desirable, engaging and provide a platform to position the hotel as a socially-connected brand.
Why is content so powerful? It’s is the modern day convergence of PR, social, SEO and good old-fashioned storytelling.
In May there were 2.5 million searches for hotel-related keywords on Google.co.uk, of which 522,115 were made on mobile devices.
According to a new report from Greenlight Digital, queries for hotels in domestic destinations accounted for 54% of all searches using desktop and 59% of all queries made using mobile devices.
And with 33,100 searches the term ‘hotels’ proved to be the most common query, accounting for 6% of all mobile searches.
Stats from Google show that 55% of mobile search conversions take place within an hour and the use of mobile search is constantly growing, so it’s too big an opportunity for hotel brands to ignore.
But are they properly set up to take advantage of this user behaviour by optimising for mobile? I searched for the term ‘hotels’ on my Android smartphone to find out...
Wikipedia is one of the world's most popular websites and, in the eyes of some, was largely responsible for the demise of Encyclopaedia Britannica.
The good news for publishers: the market for encyclopedias is relatively small, so Wikipedia's popularity has had a relatively limited commercial impact.
The bad news for players in the travel space: the Wikimedia Foundation's entry into online travel may have broader commercial implications.
Google says that 40% of mobile search has local intent, meaning that people are looking for information on products and services in their immediate vicinity.
This is a huge opportunity for businesses such as restaurants, hotels and bars that consumers may be looking for at short notice.
Similarly, shoppers may be looking to compare prices while in-store or looking for the nearest outlet of their favourite brand.
With this in mind, I searched for hotels, restaurants and women's clothes in my immediate vicinity to see whether brands that appeared in the local search results were making the most of mobile traffic.
The next time you need to find a hotel room, you might want to keep a PC handy. At least if your search takes you to Orbitz.
The reason? The popular travel service is experimenting with displaying costlier lodging options to Mac users.
Last year, Airbnb, a marketplace that lets individuals rent out their flats and houses to others in a peer-to-peer fashion, raised a staggering $112m in funding. It also found itself in a PR crisis after the apartment of one of its host's apartments was practically torn apart by a guest.
But that apparently hasn't slowed the company's growth.
William Shatner is probably best known for playing two roles: James T. Kirk on Star Trek, and The Negotiator in Priceline.com commercials.
James T. Kirk will live forever in the minds of Star Trek fans, but The Negotiator is dead after plunging off a bridge in a bus in the process of saving a family.