Part 2: Hoteliers: What is your Digital Innovation IQ?
What is your digital innovation IQ? Are you doing everything you can to leverage technology in order to meet your guests’ expectations and run your property more efficiently? According to a digital IQ study by think tank L2, 38% of hospitality brands register an «average» ranking. The study evaluated website presence, digital marketing (search engine optimization, email marketing and display), social media (Facebook, Twitter and YouTube) and Mobile (compatibility and applications.) Hoteliers who wish to raise their digital innovation IQ should take the time to consider and address the following key areas:
Does your property have a strong web presence? Basic search engine optimization (SEO) will help position your website properly so that you can be «found» by potential guests surfing the web for the best options. Once they find your brand and «click,» ensure that your site is easy to navigate, content is up-to-date, relevant to what your guests are searching, and that «calls to action» are prominently displayed.
Is your brand mobile? A strong mobile presence is critical to maintaining a high digital IQ! Ensure that your hotel website is optimized for all types of mobile devices. Provide digital apps that make information more easily accessible to today’s savvy, information-seeking guests. Statistics show that mobile traffic makes up approximately 15% of current hotel website traffic volumes, with approximately 30 percent of website traffic and 65% of same-day hotel reservations coming via smartphones!
Is your brand social? How does your brand engage guests across social media channels like Facebook, Twitter and Instagram? Statistics show that only 28 percent of all travel brand sites incorporate social media sharing, just nine percent include user reviews and only 60 percent incorporate video. However, L2’s study cites a direct correlation between a brand’s social media engagement and the average time a consumer spends on a particular site.
Take your hotel’s digital IQ to the next level by recognizing that innovation in the above areas is critical to your brand’s ongoing success!
Check out Digital Innovations in Hospitality – Part 1, if you missed it.
