Explore how our research team carried out their research and testing to uncover the digital maturity of the world’s top 20 hotel groups.
We looked at each website to measure its digital effectiveness across 11 aspects of digital marketing. The top 20 hotels were selected from the World’s Top Hotels Companies list by Companiesmarketcap.com that were comparable for a customer journey that included an element of ecommerce. For this reason we omitted companies with corporate sites or outside of that bracket. For further details about the research methodology please see the full rationale or contact hello@remarkable.group.
Aim
To understand the digital maturity of the top 20 hotels, we analysed third-party data and industry tools. Data collection took place between 05/10/2024 to 06/11/2024 and all information is accurate to that research period. The data was then collated and reviewed by our team of digital marketing experts.
We wanted to compare the digital strategy of the top 20 hotels. By measuring critical metrics in core aspects of each of the organisation’s digital marketing activities, we calculated an overall digital maturity score (%).
The categories measured were:
- Audience Level – World worldwide organic + paid traffic
- eCommerce – planning, booking, paying, managing
- Search marketing – Organic
- Search marketing – Paid
- Content Marketing (Including FAQs, News, Images & Videos)
- Email Marketing
- Social Media Marketing (Including Facebook, LinkedIn, Twitter, Instagram & YouTube)
- Website Effectiveness (Including Page speed, Multilingual, Mobile Friendly & Accessibility)
- Personalisation (Including the importance of Customer Relationship Management)
- Mobile App
- Remarketing
- Website Platform – not a test section
We allocated points for great performance. We collated a league table of the aggregate results. Please get in touch to learn more about the data sources we used, why we allocated scores and how improvements can be made.
Certain domains didn’t allow us to conduct some areas of the research. If you are interested in learning more, reach out – we would be happy to explain.