1. Group AssignmentsExercise 1 13/02/13CHARLOTTE GUILLOTLAURA FLEURY YANN LEBRIS MBA 2ASESSION 2

2. Digital IQ elements W Hotels 3. Conclusion First one in the top ten ranking digital IQ Website is very useful and interactive (good colors, visual, trendy..) Mobile App W music Booking possibility to join the social scene possibility to have loyalty points social networks: Facebook, Twitter, Google +, Youtube, Trip Advisor Message, visual design and functionality Search, display, email and digital marketing efforts Mobile optimization, apps Community, engagement and other social efforts are taken 4. Westin 5. Google + Westin develop a strategy in order for them to facilitate theircommunication and to be more efficient at the same time, boosting thisway their digital IQ rates. Rationalizing the overview they had on internet they reached the secondrank in Digital IQ 6. Intercontinental 7. Conclusion 2nd one on the top ten ranking Digital IQ Interactive website: neutral and simple, neutral, but chic possibility to upload the Westin screenshot Booking Social Network: Facebook, Twitter, Youtube, Possibility to register for the newsletter Blogs 8. How does each brand compare to Four Seasons? The Westin and Intercontinental Websites are the most similar with the FourSeasons website because it is very simple, chic, interactive and timeless We think W Hotels take the First place in the top ten ranking digital IQbecause the website is very attractive with a lot of informations aboutconcerts, music, art, and other events The website is very colorful and itbrings an image more modern and trendy. The Digital IQ rank moves everyday so hotels have to be always in competitionand have to follow all the new technologies. 9. Any screen, any time? Only the Starwood group use a unique mobile application They choose to touch a larger part of the population with the possibility toupload a specific app for each mobile phones (smartphones) 10. What does L2 mean by more than a bookingengine - brands as travel experts? Nowadays, websites are not only a booking engine, it is also a complete sourceof information. We can find ranking, latest news, events, videos Business travelers access information from a mobile device Hotel brands have mobile-optimized sites We can also register to the website, newsletters, blogs etc