The “Digital IQ Index: Hotels” also found that 75 percent of hotel brands provide finger-friendly inputs, geolocation, swipe functionalities and collapsible menus on their mobile sites. However, with the steady surge of digital traffic, hotel brands have to devise strategies beyond basic optimization to ward off rapidly adapting online travel agencies. “It was surprising to see just how digitally-adept most hotel brands in the economy, midscale, upper midscale and upscale categories are,” said Mabel McLean, the report’s leading researcher at L2 Think Tank, New York. “This new normal is largely driven by parent companies such as the InterContinental Hotels Group or Hilton Worldwide that can leverage digital investments like mobile apps or site platforms across their portfolios,” she said. Get the full story at Luxury Daily Read also "U.S. economy to upscale hotels still rely on 1-800 numbers"