Your Hotel’s Online
Share of Attention, Measured in One Score
One score that shows how easy every property is to find online, with clear actions to close the gaps and beat your local competitors.
The Big Picture In One Number
DMscore Business Insights delivers ultimate top-to-bottom management of your online presence. You get a clear composite score (AI, SEO, PPC & OTAs and Maps/Directories) to benchmark every hotel against its comp set and track lift over time.
- One view: Portfolio → property scores with channel breakouts
- Find gaps: Identify where attention is lacking pre-click
- Act fast: AIDA converts findings into strategic feedback so your team can act on it
This Action, That Impact: AIDA Tells You
With AIDA, you get recommendations for prioritized, measurable actions across SEO, PPC & OTAs, Maps, and AI, complete with expected impact and deadlines.
What Does DMscore Business Insights Include?
- Portfolio DMscores with channel breakouts (AI / SEO / PPC & OTAs / Maps/Directories)
- Comp-set benchmarking by property and market; trend & lift tracking
- AIDA your virtual analyst: Detailed dive into market insights, competitors and strategic recommendations
- Exports for reviews, board updates, and audits (PDF/CSV)
Scores For Every Category That Matters
AI answers (presence)
If and how often your property is cited or recommended in AI results.
SEO (organic coverage)
Presence for branded and non-branded searches vs. local competitors.
Maps/Directories (local prominence)
Profile completeness and prominence vs. local competitors.
PPC (includes OTA PPC)
Effectiveness of paid search on brand & non-brand terms relative to competitors and OTA ads (rolled into your overall PPC score).
More Bookings, Less Guesswork
See how you stack up and get clear direction on what to work on.
- One number that aligns teams: A DMscore™ for each hotel, city, and your portfolio.
- Know where to focus: Breakouts show what drives, or suppresses, your online share of attention.
- Beat your comp set: Benchmark locally and track movement over time.
- From insight to action: AIDA provides strategic recommendations, so your team knows what channels to focus on to improve your DMscore.
For All Hotel Teams
Owners:
Review operator and brand performance on pre-click share of attention; hold teams accountable with your findings.
Operators:
Enhance channel performance, align marketing agencies to shared KPIs, and climb comp-set ranks with monthly AIDA channel recommendations.
Brands:
Set portfolio standards and measure partner impact consistently.
Try Business Insights For Hotels
Book a live demo with a DMscore Specialist. See what Business Insights can do for your hotels.
Discover the DMscore Approach
Signals & sources:
Aggregated public, non-PII data from search engines, Google Business Profiles, major OTAs/metasearch, and travel directories—plus AI-answer presence.
Scoring:
Scores refresh on a scheduled monthly cadence with coverage/consistency checks and anomaly review.
Scope:
DMscore is a pre-click online share-of-attention index, not a revenue forecast; it complements STR/CoStar/Demand360 and GA4.
Methodology:
[Read Methodology & Data Sources →]
Prepared by DMscore Research • Last updated: December 4, 2025
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