Hospitality Engagement Index – Canada (HEI-C)

Locked Execution Rubric (Version 1.1)

Owner: Sustainable Globe
Developer: Founder, Sustainable Globe
Purpose: To ensure transparent, consistent, and reproducible evaluation of hotel engagement performance using publicly available data.

1. Purpose of the Rubric

The HEI-C Locked Execution Rubric defines the mandatory rules for applying the Hospitality Engagement Index – Canada (HEI-C).

This rubric eliminates discretionary interpretation by converting all qualitative criteria into fixed, auditable thresholds. Any evaluator (human or AI) following this rubric must reach the same results using the same public data snapshot.

2. Eligibility Screening (Mandatory)

A hotel property must pass all five conditions below to be included.
If any condition fails, the property is excluded.

• Physical Presence:
  The hotel has a verifiable physical address in Canada.

• Customer Visibility:
  At least one public customer rating exists on TripAdvisor or Google Maps.

• Employee Visibility:
  At least one employee rating exists on Indeed or Glassdoor (property-level or operator-level).

• Engagement Presence:
  At least one observable engagement channel exists (social media, Google Maps interaction, or community engagement).

• Public Access Rule:
  All data must be publicly accessible without paid subscriptions or private logins.

3. HEI-C Scoring Structure (100 Points)

HEI-C uses a 100-point composite score based on three components and two mandatory deductions.

4. Customer Satisfaction Score (Maximum 40 Points)

Primary Source: TripAdvisor
Secondary Source: Google Maps (only if TripAdvisor is unavailable)

• Metric: Overall star rating (1.0–5.0)

• Use the most recent overall rating

• Do not average across platforms

• Do not interpret sentiment beyond the star value

Formula:

Customer Score = Star Rating × 8

5. Employee Satisfaction Score (Maximum 40 Points)

Primary Source: Indeed
Secondary Source: Glassdoor

Hierarchy Rule:

1. Property-level rating (if available)

2. Operator or brand-level rating (fallback only)

• Metric: Overall employee rating (1.0–5.0)

• No blending across employers

• No sub-ratings or weighting

Formula:

Employee Score = Star Rating × 8

Hotels with no observable employee rating are excluded.

6. External Engagement Score (Maximum 20 Points)

External engagement is evaluated across four equally weighted channels (5 points each).

6.1 Instagram Activity (0–5 Points)

Assessment window: Last 90 days

• 5 points:
  ≥ 12 posts AND visible replies to comments

• 3 points:
  4–11 posts

• 1 point:
  1–3 posts

• 0 points:
  No posts or inactive account

6.2 LinkedIn Activity (0–5 Points)

• 5 points:
  ≥ 6 organizational posts OR active hiring/events

• 3 points:
  2–5 posts

• 1 point:
  1 post

• 0 points:
  No activity or no page

6.3 Google Maps Engagement (0–5 Points)

• 5 points:
  Owner replies visible across recent reviews and Q&A

• 3 points:
  Replies visible but inconsistent

• 1 point:
  Rare replies

• 0 points:
  No owner replies

6.4 Academic & Community Engagement (0–5 Points)

Publicly verifiable evidence of:

• 5 points:
  Two or more documented partnerships or projects

• 3 points:
  One documented engagement

• 1 point:
  Mentioned but not substantiated

• 0 points:
  No evidence

7. Mandatory Deductions

7.1 Review Volume Deduction

Based on total customer reviews:

• 0 points deducted:
  ≥ 2,000 reviews

• −2 points:
  1,000–1,999 reviews

• −3 points:
  500–999 reviews

• −5 points:
  Fewer than 500 reviews

7.2 Responsiveness Deduction (Public Proxy Rule)

To account for platform opacity, responsiveness is assessed using the last 20 visible Google reviews.

• 0 points deducted:
  Owner replies present in 10 or more of the last 20 reviews

• −3 points:
  Owner replies present in 4–9 of the last 20 reviews

• −5 points:
  Owner replies present in 3 or fewer of the last 20 reviews

No response percentages are inferred or calculated.

8. Final HEI-C Score Formula

HEI-C Score =
(Customer Rating × 8)

• (Employee Rating × 8)

• External Engagement Score
  − Review Volume Deduction
  − Responsiveness Deduction

Maximum possible score: 100

 Ranking Rules

• Hotels are ranked from highest to lowest HEI-C score

• Only the Top 10 hotels are selected

• Tie-breaking rules (in order):

  1. Higher Customer Satisfaction score

  2. Higher Employee Satisfaction score

  3. Higher External Engagement score

10. Transparency & Integrity Rules

• Evaluation month and year must be stated

• All data sources must be publicly accessible

• Missing data results in exclusion, not estimation

• Identical rules apply to all hotels

• No subjective judgment or inferred data permitted

11. Ownership & Use

© 2026 Sustainable Globe
Hospitality Engagement Index – Canada (HEI-C)

The HEI-C methodology, rubric, and rankings are proprietary to Sustainable Globe.
Academic citation with attribution is permitted. Commercial reproduction or modification requires written permission.

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