Digital Maturity in the Hotel Industry
Discover How The World’s Top Hotels Navigate Digital Effectiveness
Discover How The World’s Top Hotels Navigate Digital Effectiveness
According to Remarkable’s 2024 Digital Maturity Report, the most digitally mature hotel groups in the world are Hilton Worldwide (76.43%), Marriott International (70.00%), InterContinental Hotels Group (68.93%), and Meliá Hotels International and Shangri-La in joint fourth (both 61.79%) — from a benchmark of the world’s 20 leading hotel groups scored across 12 aspects of digital, researched in October and November 2024.
The highest overall score in the study: full marks for organic and paid search, content marketing, CRM, remarketing, social media and mobile app.
The strongest website effectiveness score in the top five, with full marks for organic search, personalisation, CRM, remarketing and mobile app.
Full marks for organic and paid search, personalisation, CRM and mobile app; content marketing and ecommerce are the gaps at 50%.
The best ecommerce score in the top five and the only one of the five scoring anything at all on email marketing; audience level is 0%.
Full marks for content marketing, personalisation, remarketing and mobile app, offset by an audience level of 0% and the weakest organic search in the top five.
Remarkable 2024 Digital Maturity Report · the world’s 20 leading hotel groups · 12 aspects of digital · over 1,000 data points · research conducted 5 October to 6 November 2024 · ordered by digital maturity score · scores as published in the report
Also assessed: Accor, Centara Plaza Hotel and Resorts, Choice Hotels International, GreenTree Hospitality, Hyatt Hotels, LuxUrban Hotels, Mandarin Oriental, MGM Resorts, Minor International, NH Hotel Group, Playa Hotels & Resorts, Regal Hotels International, Whitbread, Wyndham Hotels & Resorts, Wynn Macau
Around 700 million people book their hotel stays online, with two-thirds of these reservations made directly on hotel websites. This is a golden opportunity for hotels: with online sales set to generate 80% of total revenue for hotels by 2027, hotels that embrace digital innovation can lead the industry.
The 2024 Digital Maturity Report for Hotel Groups shares in depth research and analysis of the digital effectiveness of the world’s leading 20 hotel groups and hotel digital transformation. The report uncovers unique insights and findings across 12 core aspects of digital, including:
We thoroughly examine the pros and cons of each hotel’s performance across these aspects, highlighting their influence on their overall digital maturity. The report also provides valuable insights and advice on hotel digital transformation, offering every organisation an opportunity to enhance their digital strategy and increase their ROI.
The Digital Maturity Report has been created by Remarkable Group
Hilton Worldwide, with an overall Digital Maturity Score of 76.43%. Marriott International (70.00%), InterContinental Hotels Group (68.93%) and then Meliá Hotels International and Shangri-La in joint fourth (both 61.79%) complete the top five of the world’s 20 leading hotel groups, benchmarked across 12 aspects of digital in October and November 2024. The full ranking and every group’s scores are in the report.
No. Nothing here is self-reported. Every score comes from testing each hotel group’s public digital estate from the outside in, using industry tools including Google, so the results reflect what any guest, competitor or investor could observe. The full methodology is set out inside the report.
Each group was tested across 12 aspects of digital — audience level, website effectiveness, ecommerce, organic search, paid search, content marketing, personalisation, CRM, remarketing, email marketing, social media and mobile app — drawing on more than 1,000 data points, then given an overall score. The report profiles the top five in detail and maps the specific gaps for every group in the study.
The research ran from 5 October to 6 November 2024, and the scores reflect that point in time. The structural findings have proved durable, but any individual group may have moved since. If you want your own position re-tested against the same framework, we can do that.
Good — bring them the report. It’s a scorecard, not a pitch. If your current partner can close the gaps it identifies, you’ve lost nothing but a read. If they can’t, you’ll know exactly what to ask for.
Yes. The 12 aspects apply to any hotel group or operator, whatever its size. And the bar is lower than you would expect: every one of the 20 groups tested had an underperforming website in at least one key area, and 60% had no personalisation at all.
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