Understanding OTA Exposure Algorithms: Differences between Text and Video Platforms
The reason why each OTA has a different exposure rank, even in the same room. How the channel-specific algorithm works and the operator's response strategy
2026.07.27
๐ค โWhy is my hotel at the bottom of search results?โ
There's a question I often run into when hotel operators run OTAs. โWhy is our hotel listed below other facilities in a similar price range?โ To answer this question, you need to understand the algorithm by which each OTA determines impression ranking.
This article summarizes the differences in algorithms between text-type OTA and image-type OTA, and the operating points that improve exposure rankings in each algorithm.
๐งญ OTA algorithms are divided into two main types
types | Main channel | Key variables in determining exposure |
Text type (Search-driven) | Agoda, Booking.com, HotelsCombine | Search term matching, price, review score |
Discovery-driven (image-driven) | Tripbitos, some global video OTA | Number of video contents, video completion rate, and engagement |
The two types The starting point of exposureThis is different. Text types must be searched by the user to enter the candidate group, and image types are displayed in the feed even if the user does not search.
๐ How text-based OTA algorithms work
Key variables that determine exposure ranking
variables | Weight (estimated) | Operator control possibilities |
Matching with search terms | 25% | midterm (Room name/description optimization) |
Price competitiveness | 30% | high |
Number of ratings/reviews | 20% | midterm (Time accumulation required) |
Booking conversion rate | 15% | midterm |
Ad bid (sponsor) | 10% | high (budget dependent) |
How operators can increase exposure
Price matching โ Guarantee the lowest price or maintain the same ratio
Room description keyword optimization โ Reflect keywords that users can search for in room names and descriptions
Active review response โ The higher the response rate, the more points the algorithm gives
Sponsored ad bid โ Fastest but costly
The core limitations of this structure are clear. New facilities are disadvantageous until reviews are accumulated, and in addition to lowering prices, the only means of quick exposure is advertising costsThis is it.
๐ฌ How the image-based OTA algorithm works
Key variables that determine exposure ranking
variables | Weight (estimated) | Operator control possibilities |
Number of video contents | 30% | high (Guest guidance) |
Video completion rate | 25% | midterm (content quality) |
Like/Save/Share | 20% | midterm |
Recent booking frequency | 15% | midterm |
Whether you have multilingual content | 10% | high |
How operators can increase exposure
Inducing video reviews from guests โ Request a video review and provide incentives when checking out
Upload the facility's own video โ Pre-registration of guest rooms/facilities/view videos
Use multilingual content โ Subtitles or descriptions in multiple languages on the same video
Influencer collaboration โ Creation of experiential facility content
The biggest feature of this structure Content is a cumulative assetThe point is that it becomes Once a video is created, it continues to be displayed without additional advertising costs.
๐ A chapter summary of the structural differences between the two algorithms
Comparative items | text type | Video type |
Exposure starting point | The user must search to begin | Exposure even if the user doesn't search |
Barriers to entry to new facilities | High (cumulative review required) | Low (can start with 1 video) |
Cost structure | Continuous advertising costs are required for exposure | Marginal costs decrease as video assets accumulate |
Exposure variability | Very price sensitive | Sensitive to content quality |
Revenue stability | Dependence on price competition | Content asset dependency |
๐ค Why running the two channels together is the right answer
There are two common wrong choices operators make.
Operates only text-type OTA โ trapped in price competition and misses demand for discovery
Only video OTA is operated โ Price comparison demand (especially business trips) cannot be absorbed
The most efficient structure is to operate both types simultaneously and set different roles for each channel.
channel type | Main role |
Text-based OTA | Price comparison search demand absorption, short-term revenue |
Video OTA | Absorb discovery demand, accumulate content assets, and improve long-term margins |
Our website | Book directly with loyal customers, maximize margins |
๐น Video OTA example: Tripbitos
OTA based on video reviews TripbitosIf you look at the exposure structure of as an example, the difference in the algorithm is clearly evident.
The guest's short form video is automatically displayed in the main feed
A structure where exposure opportunities increase as images are accumulated
Simultaneous multi-country exposure with automatic localization in English, Japanese, and Indonesian
New facilities also start showing the first video (no need to wait for reviews to accumulate)
This is in a text-based OTA Discovering new facilities is impossible without advertising costsThis shows that a video-type OTA can start with 1 piece of content.
โ The operator will check within this week
Our facility's Video content holdings (Self + guest video combined)
Of each OTA channel Exposure ranking trend in the last 30 days
Other than price competition Differentiable content assetsIs there
If video assets are zero or there is no price-other exposure advantage across all OTAs, it's time to redesign your channel portfolio.
If you're curious about entering a video-based OTA channel, TripBitos partner registration pageYou can request a consultation at