What your Wetu content rating really says about your property

By Bradley Laubscher

Here’s what happens every time a trip designer opens Wetu to build an itinerary. They've got two lodges in the same reserve, similar rates, similar rooms. They need to pick one for their client's proposal, and they don't have time to phone around asking questions. So… they switch back and forth between the two profiles, and within seconds, one of them is declared the winner and makes it onto the itinerary they are building.

Funnily enough, it's rarely the fancier lodge that gets chosen. It's the one whose profile works well and is properly optimised. Plenty of sharp images; a clear description; a room type they can select without having to guess.

That property gets the booking. The other one gets skipped, quietly, without anyone ever telling you why.

That's what your content rating measures.

It's less a score, more of a trust rating

We know it's tempting to treat the percentage next to your profile like a video game score: tick a few boxes, watch the number climb, move on. But that's not what it's doing. Every point on that rating stands in for something a trip designer is really asking themselves: “Can I trust this profile enough to put it in front of my client?”

We spoke to a DMC who builds itineraries on Wetu daily, and she put it quite bluntly that she only uses suppliers whose content rating sits above 50%. Anything below that, and finding images, rewriting descriptions, and making the profile presentable becomes her job instead of yours. With a dozen other suppliers who've already done that work sitting one click away, she already knows which one she'll pick.

And she’s not alone in that. In a recent Wetu survey of 334 operators and DMCs building itineraries on our platform, 37% told us their supplier choices are shaped directly by content rating. Of that group, 56% won't consider a property below 61%. That's a meaningful slice of the trade filtering you out before they've even looked at what makes your property special.

What will count towards the number

Your rating is built from three areas (don’t worry, the maths behind it is simpler than it looks).

General information — 30%. Your description, tags, fast facts, facilities, and contact details make up this section; mostly details you already know off the top of your head.

Images — 30%. The bar is six images minimum, landscape, and in high resolution (over two megapixels and two megabytes each). Upload something blurry or in portrait, and Wetu flags it in red so you know exactly what to fix.

Profile item — 20%. At least one room, activity, or bookable space, depending on what you offer. This is also what lets an operator select and book directly from the itinerary builder, instead of messaging you to ask what's available.

Video adds the final 20% for Professional profiles, taking you to 100%. One embedded YouTube or Vimeo video, or a direct upload, is all it takes. Core profiles don't have this option, which is why Core tops out at 80%, which is still a genuinely strong, trade-ready score in its own right.

Fixing the fastest wins first

None of this needs a content overhaul. Start with your description and tags, as fifteen minutes of writing is worth 15% of your score. Move on to fast facts, facilities, and contact details, another set of small, factual boxes worth 15% between them. Then check your images against the two-megapixel, landscape rule, since this section alone is worth as much as everything above it combined. Add a room or activity listing if you haven't already, and if you're on Professional, don't leave a video or two out.

See it explained, section by section

In the most recent Wetu Lab Supplier Studio session, Wetu's product and customer success teams walked through exactly how the rating is calculated, then demoed how to update each section from inside the profile editor, live.

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Ready to see where you stand?

If you're already on Wetu, log in and check your rating against the sections above. Even small updates move the number, and the number is what gets you chosen.

Not on Wetu yet? Get your free listing and see how your property compares.

Wetu Labs runs monthly across two tracks: Trip Designer and Supplier Studio. Join the Wetu Labs mailing list to hear about upcoming sessions.

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