The DSI was created on the hypothesis that digital strength is a leading indicator of revenue, which ultimately leads to shareholder value. Armed with the hypothesis that the stock market was undervaluing digital, Isobar and alpha-DNA sought to create the largest known repository of digital data on U.S. companies. So how does this pertain to the hotel industry? Here are a just a few of our key findings:
* There's Marriott and then there's everybody else. Marriott is dominating across the board in terms of magnitude and momentum.
* Hyatt lagging in digital is a weakness that likely hurts its long-term growth prospects.
* Among smaller players, Choice Hotels digital velocity likely points to future out-performance relative to Extended Stay.
Download the U.S. hotel industry report here.