Your Hotel’s Online
Share of Attention, Measured in One Score
DMscore™ shows how often guests discover your properties before they engage. See your share of attention in the market versus local competitors.
National average score
?How is this score calcultaed?
FICO Score,
meet Digital Analytics.
What is DMscore?
Benchmarks change behavior. DMscore gives hotel owners one number to align owners, operators and brands on where attention is won before the click.
— Andrew Jennings, Ph.D.
former Chief Analytics Officer at FICO; Board Advisor, DMscore
Measuring the places where people find you
Get your whole team on the same page
So how can DMscore help you?
Align teams with one number
A DMscore™ for each hotel, city, and your portfolio.
Understand priorities
Channel breakouts (AI / SEO / PPC / Maps) reveal what drives—or suppresses—your online share of attention.
Beat your comp set
Benchmark locally and track movement over time.
Go from data to action
AIDA (our AI virtual analyst) delivers a prioritized, how-to task list with expected impact.
All stakeholders in your business can benefit. Actionable insights, not more reports.
Who can DMscore help?
Owners:
Compare operators and brand flags on pre-click share of attention; bring decision-grade exhibits to the Investment Committee.
Operators:
Grow direct mix and improve comp-set rank with weekly actions from AIDA.
Brands:
Set portfolio standards for online share of attention, align agencies to shared KPIs, and measure partner impact.
Put DMscore To Work For You
Owners • Operators • Brands
Benchmark and improve your portfolio’s online share of attention.
- Property/portfolio DMscores with channel breakouts.
- Local comp-set comparisons and trend tracking.
- AIDA your virtual analyst: Detailed dive into market insights, competitors and strategic recommendations
Owners
Compare cities and evaluate target hotels with decision-grade evidence.
- Rank cities by aggregate DMscore and drill into any hotel.
- Evaluate operator efficiency; see AI/Maps/SEO gaps and OTA reliance.
- Export Investor committee-ready exhibits for pricing risk and upside.
AIDA, your AI virtual analyst
COMING SOON: Your Ai virtual analyst for hotels.
- Pinpoint the biggest gaps between you and your compset
- See which rivals are “within reach” and ready to be targeted
- Get specific action items prioritized by expected impact
- Know markets like never before without hours of research or reports
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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: November 29, 2025
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