How it works
A system, not a guess.
We study each hotel, define the ideal content set, and compare it with what every channel shows today.
Ten steps
From first call to lasting results.
Discover
- 01
Learn the needs of the company, the corporate office and each hotel.
- 02
Understand how content is created, fed and maintained today.
- 03
Identify the tools used to manage it.
Measure
- 04
Define the variable list designed for each brand.
- 05
Review text, photos, descriptions and guest comments.
- 06
Build a dashboard that summarizes each hotel.
Improve
- 07
Present an action plan based on best practice and the competitive set.
- 08
Assist the team with implementation.
Sustain
- 09
Verify that changes are made and content stays maintained.
- 10
Train teams to create content that sells.
Quality Score
Every hotel, scored by channel and by hotel type.
Our audits report an overall score, a score for each channel, and a split by hotel type, so a chain can see where to act first.
Before
After
+18points on the average Quality Score
By channel
- Expedia55 → 68 +13
- Booking.com43 → 57 +14
- Hotel website36 → 62 +26
By hotel type
- Resorts42 → 66 +24
- Key cities48 → 61 +13
- Secondary cities41 → 59 +18
Dots mark the score before and after; the bar between them is the gain. Our Content Quality Score on a 0 to 100 scale, from two audits of the same 35-hotel chain, 2021 and 2023; the client is not named. Green 80+, yellow 65–79, orange 50–64, red below 50.
The ideal set
500 to 1,000 variables, designed per brand.
Every hotel gets its own ideal content set. We then check each channel against it, line by line.
- Property info 11%
- Rooms 24%
- Amenities 12%
- Food & beverage 9%
- Photos 22%
- Policies 8%
- Reviews 14%
Typical split, varies by brand.
Photos that justify the upgrade
The right photos sell the higher room.
We use the fewest photos needed to communicate the experience, and make each room category show why it costs more.
Junior Suite King
$290/night
2 → 5 photos
Deluxe Junior Suite
$300/night
2 → 6 photos
Grand Junior Suite
$360/night
3 → 7 photos
Grand Jr Suite Jacuzzi
$390/night
3 → 8 photos
Master Suite
$440/night
2 → 9 photos
Grey dots: photos before. Orange dots: added by the photo plan.
What we catch
The small gaps that cost bookings.
- 'All inclusive' and 'Ocean view' filters exclude the hotelHigh impact
- Room photos do not show what justifies the higher priceHigh impact
- Descriptions differ from one channel to the nextMedium
- Guest reviews without a reply, or with a generic oneMedium
- Photos do not tell a story: stock-like, dark or outdatedQuick win
Ready to see your own score?
Start with a content evaluation. We will show you where each channel stands against your competitive set.