OTA ranking rules. You understand? Which will be fatally affected. Let me tell you. This will affect marketing of hotel

OTA ranking rules. You understand? Which will be fatally affected. Let me tell you. This will affect marketing of hotel

Original: Li Sheng

OTA ranking rules. You understand? Which will be fatally affected. Let me tell you. This will affect marketing of hotel

In fact, there are two types of sorting for every store on OTA platform

The first one is natural search ranking

Search region

Hotels recommended by platform

Another type of conditional sort

That is, user sorts by specifying certain conditions and keywords

For example, filter by price, praise, distance, breakfast, etc.

There are hundreds or thousands of hotels in area, and guests can't wait to search from start to finish

So

About 80% of shoppers have booked 20% of stores on platform, so these 20% of stores are intuitively presented as top rated stores

Each platform has its own set of sorting algorithms, main factors affecting natural sorting are as follows

OTA ranking rules. You understand? Which will be fatally affected. Let me tell you. This will affect marketing of hotel

01Income level

I'm talking about two benefits here

The first is hotel's income, that is, hotel's output over a certain period of time; second is income received by platform through hotel

Platform Revenue = Total Order Quantity X Commission Value + Advertising Marketing, Paid Tools Fee

With same commission rate (8%-15% by default for each platform), hotel earns more

The more income you can deposit into platform when commission value changes

The higher commission, more profit platform will bring, which, of course, will increase rating of hotel

Hotel Revenue = Total Number of Bookings X Unit Price per Customer - Order Cancellations

From above formula

The main factors that affect a hotel's revenue are booking volume, room rates and number of canceled bookings.

An important factor influencing volume of order is number of rooms (number of rooms that can be booked for sale)

Compared to small and inexpensive stores, large and expensive stores undoubtedly have a big advantage in ranking

In terms of revenue, more revenue a hotel contributes to platform, less profit it will make, especially for hotels that increase commissions in exchange for rankings.

When working, we must balance relationship between them

OTA ranking rules. You understand? Which will be fatally affected. Let me tell you. This will affect marketing of hotel

02Partnership

The closer cooperation between store and platform, better it will be for rankings. In general

Collaborative relationships include exclusive collaborations, property buyout policies, strategic investment collaborations, brand collaborations, etc.

1 Exclusive Collaboration

For example, Ctrip special brand, gold and silver medal cooperation, each brand type corresponds to different content and depth of cooperation

A special brand corresponds to a preferred collaboration relationship

Collaborative content is especially evident in channel exclusivity, using channel exclusivity to get traffic

A gold medal corresponds to a close partner

As for content of cooperation, it is especially evident in provision of exclusive discounted rates for accommodation to platform participants. Silver medals correspond to selected partnerships

As for content of collaboration, this is especially reflected in provision of Ctrip users

Exclusive gift box

Regarding ranking weight of Ctrip special brand, gold medal and silver medal, special brand ranking weight is higher than that of gold medal and silver medal

Actually, gold and silver medal stores behind a special brand can break rankings

If income of silver medal store is higher than income of gold medal store for a certain period of time, ranking will be overtaken and come before gold medal

Where to place special cards, gold medals, silver medals

Store rating will not take precedence due to listing, and there will be mutual infringement

Special Brand: Strategic Cooperation Hotel

City of Top Selling, Guarantee of High Quality of Service for Exceptionally Low Price on Qunar Platform. Gold Medal: Partner Hotel

OTA ranking rules. You understand? Which will be fatally affected. Let me tell you. This will affect marketing of hotel

Quality Assurance

To provide Qunar platform exclusively at a low cost. Silver medal: selected cooperative hotels, guarantee of high quality of service

2 Strategic investments

Strategic cooperation means that platform directly invests in a certain brand of a hotel chain and close cooperation is established between them

3 Brand CollaborationsBrands are brands launched by participating stores, such as Qunar Q+

I'll make a shape for you to see

Example:

OTA ranking rules. You understand? Which will be fatally affected. Let me tell you. This will affect marketing of hotel

03Operation summary

Operational evaluation is a comprehensive evaluation of store by platform using various evaluation parameters over a certain period of time.

Evaluation scores correspond to related rights

Related interests are usually divided into several

One of them is basic rights

Easiest collaboration, such as generic recommendations

One of categories is Marketing Benefits

.

When score is reached, store is eligible for marketing and promotion. In addition, there are free promotional benefits which are relatively large benefits

.

Similarly, store is required to score high and platform will provide free ad space so that store can get more exposure

Example:

OTA ranking rules. You understand? Which will be fatally affected. Let me tell you. This will affect marketing of hotel

1 Ctrip Quality Level

Quality Level - Ctrip for a specified period of time (for example, within 30 days)

Assessing quality of store in process of receiving an order

If scoring elements include on-time confirmation percentage, cost of room booked and number of good bookings, they will be evaluated and calculated according to the rules

Example:

OTA ranking rules. You understand? Which will be fatally affected. Let me tell you. This will affect marketing of hotel

2 Meituan HOS Index

Meituan uses HOS Index and HOS Reward Points, HOS Index = Base HOS Points + HOS Reward Points

The total score of main score is 5 points, and rewards are divided into bonus points with a total score of 0.3-0.5. The HOS index consists of 9 indicators

Statistics by month

Comprehensively calculate HOS index according to last month's scores of 9 store indicators, and provide corresponding rights and resources this month

9 indicators of HOS index: A failure rate B breach of contract (fraud, order evasion, order reading, confirmation cancellation, etc.)

C Reserved room D Reserved room for consumption per day E User satisfaction F Negative review service rate G 5-minute confirmation rate H Figure I Comprehensive evaluation turnover

3 Fliggy's overall rating

Based on a weighted calculation of various key data and operating conditions over past 30 days, search ranking is mainly determined by complex hotel index

Fliggy's comprehensive assessment includes a variety of products and basic information (images, descriptions, attributes, amenities and services)

Three free experience points (no deposit, no queues, no detours), hotel capacity points, hotel service points

Different scores correspond to different rights and interests. See picture below for more details

Example:

OTA ranking rules. You understand? Which will be fatally affected. Let me tell you. This will affect marketing of hotel

04Number of stocks

Inventory shows number of rooms a hotel can normally sell

In future, more inventory, higher rating

If day is full of houses and no inventory, ranking of business district will naturally drop to bottom. In addition, more rooms booked, higher rating

05View details

Reviews are basically made up of three parts: number of reviews, review score, and quality of reviews.

The more reviews, higher rating, and more quality reviews, higher the rating.

OTA ranking rules. You understand? Which will be fatally affected. Let me tell you. This will affect marketing of hotel

06Participation in event

Participation in event is activity of store to actively participate in various events launched by platform

The higher activity, higher rating

Each OTA platform will launch different promotional marketing activities from time to time

Shop owners should take an active role depending on their situation

Let's take Ctrip as an example. Ctrip's recent activities have a through train

Bright knots, masonry kiosks, referral coupons, online housing projects and various marketing promotions

07Complete hotel information

Completeness of information about hotel is also a factor influencing rating

The more complete information about content, higher rating.

Content information includes room type information, basic information (name information, location information, address information

Introductory information, brand information, star information, opening information, room number information), object information, image information (appearance information, room type, business license and other information)

Income, degree of cooperation, comments, participation in events

Complex quality score, completeness of content information, and number of products in stock are all factors that affect a store's rating, but these factors have different weights

Among them, income, degree of cooperation and all-round quality are divided into three elements, which have relatively large proportions

If you want to improve your rankings, start with these three influencing factors

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