Digital IQ in the hospitality industry refers to how capable a hotel is in using digital media to inform, attract and keep a potential customer. When referring to the term ‘IQ’ used to measure a human beings’ capacities, a given IQ cannot be changed significantly. As a human we can acquire additional knowledge or experience, which may raise the IQ. In the case of digital IQ that a hotel should aim to have, the obstacle or the challenge, is how fast it changes and how fast new methods are developed. This requires the hotel to have staff that are fast, and can keep up with the ongoing race for technology. It also requires that the staff must train their creativity, in order for the hotel to have something the others do not and in this case creativity is their biggest competitive advantage.
To increase a hotel’s digital IQ it is important to both be on various booking sites, social media, applications etc… but also to update all the sites, and create a ‘wow’ effect on each site, making sure that not just one or two of those sites are updated regularly, but ALL of them.
What are the components of digital IQ?
As mentioned in the answer to the previous question, for a hotel to have a relatively high digital IQ it must be present on various booking sites, phone applications, social media and many more. Being present is not just enough, but having very regular updates and very interesting pages is most important. So, in digital marketing, it can be said that there are 4 main sectors, each composed of different components as highlighted below:
1. Mobile-andorid, blackberry, Iphone, Ipad applications, being innovative through geo-local and sms systems etc…
2. Websites- loyalty programs, integrating the sites with social media, etc…
3. Social Media- facebook, youtube, twitter, pinterest etc…
4. Digital Marketing- search engines, emails, blogs, advertising innovation etc…
If implemented correctly, monitored constantly and with adequate and knowledgeable people working on these four sectors, a hotel will be considered to have a higher digital IQ than others, and will be attracting more guests, which equals high occupancy rate and increase value for shareholders, so a win-win situation for all.
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