DMscore FAQ

We collect our data monthly over several days at varying times of the day to ensure an accurate sample of what typical consumers see when they are looking to stay at a hotel.

We strive to best approximate the influence each channel has on a consumer share of attention. We frequently adjust the weights of our score to align with market dynamics and consumer preferences.

We simulate searches across the most influential consumer acquisition channels (Search, AI, Directories, Maps, Ads, etc). By collecting and scoring consumer attention probability of brands and properties in local markets, we create a detailed, agnostic view into the competitive landscape at the local level.

As we measure the channel propensity to mention your brand we do not collect any consumer level data in any form. Our data is derived by analyzing results from simulated searches in the most influential public consumer acquisition channels. As there is no consumer data collected there is no PII.

Higher = more pre-click visibility vs. your local comp set. Use channel breakouts (AI/SEO/PPC/Maps) to see where to improve; track change over time to verify lift.

Owners (pricing risk, upside, operator performance), Operators (execution and direct-mix lift), and Brands (governance, agency alignment, portfolio consistency).

It’s the portion of guest discovery your property captures upstream – where choices are made in AI, search, PPC & OTAs, and Maps/Directories – before any booking engine or analytics tag fires.

A standardized, composite pre-click visibility score that shows how visible a hotel is before a guest clicks – across AI answers, SEO, PPC & OTAs, and Maps/Directories – so you can benchmark properties, cities, and portfolios.

While AI is quickly gaining momentum for consumers looking for hotel stay research, it is not the most influential place for consumer acquisition. Our goal is to paint a complete picture of which acquisition channels work well for you and your brand so that you can optimize your go-to-market approaches or business relationships.

The probability that your brand or property will be mentioned in an AI result for the most common type of AI conversations related to finding a place to stay.

Many clients overlay DMscore with internal KPIs (ADR/RevPAR/NOI) offline or via BI tools to link visibility → outcomes. DMscore Enterprise can output your scores directly to your own dashboards via industry standard integrations using Zapier.

No. DMscore is a visibility index for the top-of-funnel. It complements STR/CoStar/Demand360 (market & performance data) and GA4 (on-site analytics).

AIDA is your AI virtual analyst. It turns DMscore’s detailed analysis data into a ranked action plan (with owners and impact estimates) across AI/SEO/PPC-OTAs/Maps, and tracks progress.

Business Insights benchmarks properties you operate/own vs. local comps and tracks lift. Market Insights ranks cities (or MSAs) by aggregate hotel visibility, then lets you drill into any hotel in a city – built for M&A/underwriting.

Establish portfolio standards (one score, channel breakouts), align agencies on shared KPIs, and spot markets/properties that need central support – all with a defensible, comparable metric.

AIDA delivers a backlog of the next best tasks (e.g., GBP fixes, schema, content, PPC/brand protection, OTA parity cues). Track score movement and show progress in monthly business reviews.

Use Market Insights to rank cities and evaluate hotels pre-bid. In portfolio reviews, use Business Insights to compare operators/flags, target direct-mix lift, and hold partners accountable with one score.

No. DMscore correlates with opportunity but does not predict revenue. Use it alongside your financial model to assess risk and upside.

Yes – include city ranks, property scores, and channel breakouts as decision-grade evidence. Add your operator’s 100-day AIDA plan to show executable upside.

It provides a standardized pre-click benchmark to validate assumptions about direct vs. OTA mix, paid search headroom, and operator lift potential, supported by city rankings and hotel drilldowns.

Yes. We provide a correction workflow and will reflect verified changes in the next scheduled refresh.

No. We use aggregated, public, non-PII signals only.

It’s not a revenue forecast, a website grader, or a replacement for your PMS, STR/CoStar/Demand360, or GA4.

Brand mergers/renames, duplicate or unclaimed GBP listings, temporary OTA suppression, and major algorithm updates. AIDA flags anomalies for review.

We perform coverage checks, consistency tests, and outlier reviews each run. Still, all visibility metrics carry sampling and platform-change limitations – we disclose these in the product.

Product help, methodology notes, and research support for data questions. Enterprise plans may include review calls.

We run a short scoping call, confirm properties/cities, and enable your dashboards. Your cadence and markets are documented in your account brief.

Order at get.dmscore.com/orderaida. You’ll baseline your properties, receive your ranked action plan, and see score movement as you execute.

Cite “DMscore™ pre-click visibility score (AI, SEO, PPC & OTAs, Maps),” include the date range, and link to the Methodology page.

Yes. Export city ranks, property scores, and channel breakouts, plus a methodology summary and timestamp.

We maintain a versioned methodology and change log. Material changes include an in-product notice and an updated “Last updated” date.