How is the HotelTechScore Calculated?
The Hotel Tech Score scoring algorithm is predominantly based on customer ratings so these are by far the most important metric to focus on (quantity of reviews, average ratings and review recency) but it also factors in other quality signals including company resources, partner recommendations, integrations and more.
One of our core values is transparency and while we do not share the core proprietary algorithm we will always be open and transparent with what variables are factored into the HT Score and how companies can improve their reputation. We also keep a detailed log of all changes and improvements so you understand the thought process for any changes (which usually arise from feedback from the community).
Step 1: Raw HT Score
Your raw HT Score is calculated based on the most important (and most heavily weighted) variable, user reviews
🤝 Profile trustworthiness: Research has shown that users trust profiles on review sites with 25 reviews. Reach this milestone to max out your points for this variable
👍 Average satisfaction ratings: The HT Score aggregates your average ratings for likelihood to recommend, ease of use, customer support and return on investment which are each weighted equally. The better your averages, the higher your HT Score. You can see your product's average satisfaction ratings in the vendor dashboard across Likelihood to Recommend (out of 10), Ease of Use (out of 5), Customer Support (out of 5), ROI (out of 5)
Step 2: Review Quantity, Recency, Depth and Consistency Assessment
The HT Score algorithm then assesses review quantity, recency, consistency and depth of each product relative to other products in the category:
Minimum review threshold: The min review threshold essentially says, for relevant products within your category with sufficient feedback, what is the average number of reviews for top rated products and have you met it? If so, you get full points for this criteria. If not, you will receive a penalty for not having a sufficient amount of reviews to be fairly compared with other top products in the category. You can see the minimum review threshold for a given product right when you login to your vendor dashboard (👀 See in dashboard)
Review recency: The SaaS world changes on a week-to-week basis so a review from last year likely does not give consumers an accurate representation of today's product, service and company. To ensure that companies have fresh content for users, an alert is posted on profiles who have fewer than 20 reviews in the trailing 6-months (~2 reviews/month on average). To make sure your score isn't impacted, make sure you have at least 10 reviews in the trailing 6-month period (~1-2 reviews/month on average) (👀 See in dashboard)
Review depth: Companies that build outstanding products that customers love develop strong communities of passionate customer advocates who have insightful feedback about the product and take the time to engage in ways to support the development, growth and success of products they love. Additionally, in-depth reviews provide more value to users by painting clear user scenarios, pros and cons to help buyers on HTR better understand the product offering available to make a more informed decision. For these reasons, in-depth reviews will now be factored in as a weighting variable (relative to review depth from peers in the same category) and an indicator of customer engagement and likelihood to recommend. (👀 See in dashboard)
Customer centric processes (aka review consistency): Companies who create a sustainable process to regularly collect reviews organically and steadily overtime indicate that customer feedback is at the heart of their organizational processes. As a result, companies who show stable review collection will be rewarded as a key indicator of organic review collection, strong internal feedback loops and customer centricity. (👀 See in dashboard)
Share of Voice (aka client bias): The Share of Voice variable identifies how many unique clients/hotels a product has received feedback from. This helps to identify potential client selection bias (aka. cherry picking) that can arise if a vendor is strategically only asking for feedback from a select number of clients versus reaching out to their full install base. (👀 See in dashboard)
Step 3: Additional Quality Signals
Additional quality signals are then factored in to the scoring algorithm:
👏 Customer Advocates Bonus: Become one of the top 3 most reviewed products in your category to earn additional points (👀 See in dashboard)
🌏 Global Reach Bonus: Scaling to, and maintaining, a global presence is resource intensive and requires strong product market fit, experienced leadership and strong business fundamentals each of which are strong success indicators. Hotel Tech Report's audience is also global and therefore the probability of best-fit matches for users increases for companies with a global presence. Get 5+ reviews from more regions (👀 See regions in dashboard) and countries (👀 See countries in dashboard) relative to other companies in your category to earn more global reach points.
📞 Certified Customer Support: Customer support is one of the most critical decision factors when hoteliers are selecting new vendors but is also one of the most difficult to assess in the buying process. Companies who have opened their systems and invested into tools and processes to help their clients succeed and have achieved HTR's GCSC Customer Support Certification earn additional points. (👀 See in dashboard)
🔌 Integrations: Integrations are one of the most critical elements to increase tooling efficiency, time savings and the ability to leverage data while reduce redundancies, manual entry and disparate data. Become the product with the most verified integrations to max out this bonus. (👀 See in dashboard)
💼 Partner Ecosystem: To assess the number of highly recommended integration partners, the algorithm assesses the average HT Scores and ratings of all verified integration partners on Hotel Tech Report to come up with an ecosystem quality score. Products with the highest quality app ecosystems not only have a higher probability of being able to effectively service more users in the global market place, but ecosystem health also serves as an indicator of engineering resources, company reputation and ability to deliver a more seamless customer experience through a holistically integrated tech stack of world class products. (👀 See in dashboard)
👬 Company Resource Bonus: Having more resources means a company has more to invest in their product, R&D, customer support and growth. Since many companies' funding rounds are not publicly available or they are funded by cashflow, HTR uses headcount as a proxy for resource availability.
⏰ Company Staying Power Bonus: When choosing technology vendors, hoteliers are looking for a partner that will be around for the long haul. More years in business is a strong indicator of a stable and sustainable company that will be around for more to come.
Step 4: In-Category Benchmarking/Curve
Scores are then normalized and curved at the category level where the product with the most points is curved to an HT Score of 100/100. Remember, the Hotel Tech Score is a way to take all of the feedback and thousands of data points from users and boil it down into one simple number to help buyers be able to quickly skim the site, and more specifically a category, and find the best tech for their hotel based on customer reviews and quality signals like integrations, partner recommendations and company resources. After steps 1-3 are completed, the HT Score then looks for the product with the highest score and curves the rest of the products in the category based on the leading product with the leading product scoring 100/100 as the top choice in the category based on the HT Score variables and quality signals.
Have any questions or feedback?
Just like you, our community of top hotel tech vendors, we value feedback so don't be shy! If you have ideas of how you think we can improve the Hotel Tech Score, please let us know via the on-site live chat.