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Marriott Hotels tops a list of most adept luxury hotel chains in a digital IQ study conducted by L2, a business intelligence firm that benchmarks the digital performance of brands.
The chain snagged top honours among 55 brands from around the world, and was crowned the “genius” title.
One of Marriott’s digital initiatives that was lauded by the study is its Travel Brilliantly microsite that encourages guests to submit user-generated content. Other efforts include its mobile app and site, and its online Marriott Traveler magazine.
Coming in second and third on the list are Hilton Hotels & Resorts and Mandarin Oriental respectively, both awarded the “gifted” title.
In terms of presence, Starwood Hotels & Resorts dominated the top ranks. Six of its brands – including W Hotels, Westin and St. Regis – made the top 20.
Last week, shareholders voted to approve a merger between Marriott International and Starwood Hotels & Resorts after much back-and-forth discussions between the two giants. The combined company will become the world’s largest hotel chain with 30 brands and 1.1 million rooms under its belt.
Source: travelwireasia.com