Tharro audits your listings across Booking.com, Expedia, TripAdvisor and your own website β scoring how coherently you present, flagging what's missing, conflicting or understated, and grading your photos. Then it hands you the fix list.
Hotels spend on ads, SEO and rate strategy β and then send all of that traffic to listings nobody has systematically checked in years. The spa is on your website but missing on Expedia. Booking.com says pets are welcome; TripAdvisor says they aren't. The kids' club that drives family bookings is buried as a checkbox on the one channel where families actually find you.
Each gap looks trivial. Together they decide conversions β because travelers compare channels before they book, and every contradiction between them reads as doubt. Doubt books elsewhere.
And there's no owner. Revenue owns the rate, marketing owns the ads, the OTA market manager owns the relationship β the content belongs to everyone and no one. That's why it drifts.
When a traveler asks ChatGPT or Google's AI where to stay, the answer is assembled from what the engines can read β and what they read most is OTA listings, review platforms and your website. Our research shows a hotel's own site is the cited source in fewer than 10% of AI recommendations; the rest is intermediaries describing you.
Which means listing incoherence no longer just costs the conversion in front of a human. It propagates: an amenity missing from your Booking.com profile is an amenity AI doesn't know you have β invisible in every βbest hotel with a kids' club inβ¦β answer, forever, until you fix the listing. See how AI actually describes and recommends hotels β
The good news: this is the cheapest fix in your entire marketing stack. You're not rebuilding a website or outbidding an OTA β you're editing listings you already control.
Tharro reads your full listings β not the badge summaries, the complete content β across Booking.com, Expedia, TripAdvisor and your own website, and compares ~29 attributes across 9 domains: facilities, dining, family, wellness, rooms, location, policies and more.
Every attribute is classified, channel by channel:
It rolls up into a single coherence score you can track β and, more usefully, a ranked list of exactly which attribute to fix on exactly which channel first, ordered by what costs you bookings.
Photos are the first thing every guest judges and the last thing anyone audits. Tharro scores your photo set 0β100 per channel β coverage, quality and the gaps in between β and returns a prioritized fix list with the actual thumbnails: which images are hurting you, what's missing entirely, and which channel is running on your weakest set.
Because a hotel is routinely selling its most expensive product through its worst photographs β on the channel where most of its guests first see it.
Guests cross-check channels in the final minutes before booking β it's the highest-intent moment in the entire journey, and a contradiction there (pets, parking, the pool) plants doubt exactly when doubt is most expensive. Coherence protects the traffic your ads and SEO already bought.
An amenity missing from a listing isn't understated β it's filtered out: excluded from that OTA's amenity search, and absent from every AI answer built on that listing. The kids' club that isn't on Expedia doesn't exist for the family filtering on Expedia.
Fixing a listing takes minutes in an extranet you already control. Compare that with what a point of visibility costs in ads or a year of SEO β no other line on the marketing plan pays back this fast, this cheaply.
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Tharro locates your listings across channels β no integrations, no OTA logins.
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Coherence score plus per-channel photo scores, against the full content of every listing.
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Each issue says what, where, and why it matters β ordered by impact. Most fixes take minutes in the extranet.
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Listings drift β new rooms, new policies, seasonal content. Tharro keeps watching so coherence becomes a state, not a project.
OTA listing optimization is the practice of keeping a hotel's presence on booking channels β Booking.com, Expedia, TripAdvisor and the hotel's own website β complete, accurate and consistent, so that every channel presents the hotel's full value. It has traditionally meant chasing content scores inside each OTA's extranet; the modern version is cross-channel: the expensive failures are not what one listing lacks, but where listings disagree.
The pattern we see across audits: missing facilities on high-traffic channels (the amenity exists, the channel doesn't say so β most common with wellness, family and accessibility content); policy conflicts (pets, parking, check-in times differing between channels β the most trust-damaging category because guests screenshot these); and systematic understatement (a one-line description on the OTA where the website tells a full story β common because extranets are updated by whoever has the login, not whoever owns the brand).
Yes β OTAs reward content completeness in their own search results, and both Booking.com and Expedia publish content-score mechanics that feed visibility. But the larger effect is off-OTA: complete, consistent listings are what review platforms, metasearch and AI assistants ingest when they describe you. The listing is upstream of everything now.
Booking.com, Expedia, TripAdvisor and your own website β compared against each other across ~29 attributes, plus per-channel photo quality scoring.
A single measure of how consistently your hotel presents across channels. Every attribute is classified as match, conflict, missing, understated or self-conflicting; the score aggregates them, and the fix list ranks them by impact.
An OTA's content score measures completeness inside that one channel, in that OTA's interest. Tharro measures coherence across channels, in yours β including the contradictions no single extranet can see, and how your listings feed AI recommendations.
No. Tharro reads what travelers (and AI engines) can read β your public listings. You make the fixes in your own extranets, where you keep full control.
The fixes themselves take minutes and go live at the OTA's refresh pace, typically days. Downstream effects β OTA search placement, AI answers reflecting corrected content β build over weeks as the engines re-crawl.
Run the audit, get your coherence score and your ranked fix list. Most hotels clear their top ten issues in an afternoon.