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What Best Western and Holiday Inn Can Teach Other Hotel Brands About Digital

Samantha Shankman

Photo Credit: Best Western's digital tools incorporate extensive travel planning resources, integration of third-party sites like TripIt and TripAdvisor, and engaged social media accounts. PlaceIt by Breezi

Skift Take

The hotels that understand digital the best are using their websites to claw back customers from booking websites in order to save money and gain greater control of their brands.

Every year L2 ThinkTank releases a report measuring the digital performance of travel brands. Its most recent digital IQ report ranks hotel brands on the effectiveness of their websites, the success of their digital marketing efforts, their website’s mobile functionality, and their social media presence. It found that Best Western and Holiday Inn are the most digitally adept with extensive travel planning resources, integration of third-party sites like TripIt and TripAdvisor, engaged social media accounts, and online virtual tours. They were the only two brands to earn the "Genius" designation in L2's digital IQ rankings. L2 noted that Best Western a

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