Related article: HT Score: How do rankings work and what are the scoring variables?
The HotelTechScore (aka. HT Score) is HTR’s proprietary ranking algorithm that is used to assess a company's reputation on HotelTechReport.com and in the global marketplace in order which is used by HTR's audience of 140,000+ monthly hoteliers to save time in the research process and compare vendors.
The goal of the HT Score is to productize the factors that a smart hotel tech buyer would research in order to compare vendors along key criteria and to create an accurate and fair ranking system with the primary driver being reputation, reviews and customer feedback.
Similar to how Google's search algorithm is constantly incorporating new variables to improve the search experience and deliver better results for searchers, HTR continues to add new variables based on publicly available information and proprietary data in the HTR platform in order to assess and compare products on the platform including:
The REVPAR Analogy
The easiest way to think about the HT Score is that its like REVPAR for hotels but instead of rate and occupancy as the core variables, the HT Score has review quantity and review quality.
If you're reading this you probably know what REVPAR is for hotels but just in case, its a normalizing metric that is used by hotels for benchmarking and comparison that blends rate and occupancy because if you look at just one of the variables it doesn't tell the full story. REVPAR is one of the key metrics used during the acquisition decision process for hotels and similarly, HT Score is one of the key metrics used to determine which software a hotelier will select on HotelTechReport.
REVPAR example (ADR x Occupancy)
What is it? Blended metric to normalize and compare hotels using key variables that paint a 'fuller' and more accurate picture
What are the variables? Rate x occupancy
What does the blended metric help solve for? A hotel with a super high rate but low occupancy means the rate probably isn't the right rate. And a hotel with super high occupancy but with a really low rate means there's the opposite issue with pricing and the hotel might be giving away its rooms to cheap (or even at a loss).
HT Score example (Review quantity x Review quality)
What is it? Blended metric to normalize and compare vendor reputations using key variables that paint a 'fuller' and more accurate picture
What are the variables? Review quantity x review quality (average ratings)
What does the blended metric help solve for? If rankings were solely based on review quantity, then a product with a lot of bad reviews could be top rated. On the flip side if rankings were solely based on review quantity a product with one (or a few) cherry picked perfect reviews could easily boost to the top of the rankings. Both cases obviously bad and inaccurate.
Reviews are "the most important thing" on HotelTechReport
Reviews are absolutely critical to your success on HTR and are the primary success driver you can (and should) focus on. Reviews fuel your reputation and the HT Score...and the HT Score determines your rankings...and your rankings are what drive profile visibility, leads and sales enablement opportunities on HTR which catalyzes the HotelTechReport virtuous cycle where as your reputation improves from customer feedback, you generate more value from the platform over time.
There are a few other quality signals that are factored into the HT Score
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 we will always be 100% open and transparent with how the HT Score is calculated. 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).
🚨 Please note that the primary driver of your HT Score is review quantity (specifically meeting the category minimum review threshold) and review quality (ie. average ratings). All other quality signals carry less weight and should only be focused after you have a strong foundation and reputation on HTR