An analysis of the schema.org usage for hotels based on the Web Data Commons data set

1. © Copyright 2015 STI INNSBRUCK www.sti-innsbruck.at
Elias Kärle – June 15th, 2015 – OC Meeting
schema.org usage for hotels
An analysis based on the Web Data Commons data set

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Inhalt
1. Motivation
2. Data
3. Analysis

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• Dieter Fensel has a Wikipedia page

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• Italian swimmer VS. @cyberandy
• How did he do it?

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1. Motivation
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• Schema.org annotation
• Hotels and tourism
 do they use annotations?

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1) How many hotels use schema.org?
2) How is schema.org used?
1) Which classes?
2) Which attributes?
3) Is schema.org used correctly?
3) Who is using schema.org in tourism?

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What is schema.org?
• Initiative founded 2011
• Vocabulary for structuring data in web sites
• Embedded into html
– Microdata
– RDFa
– JSON-LD
Source: http://www.schema.org

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Analysis of all web sites:
• Founded in 2007
• Non-Profit Organisation
• Crawls web 4 times per year
• Datadumps are available open for public
• November 2013: 2,3 billion webseiten, 148TB
• Dezember 2014: 2,1 billion webseiten, 160TB
Source: http://commoncrawl.org/the-data/get-started/

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Only survey structured data:
WebDataCommons:
• 2012 Freie Universität Berlin & KIT
• Currently Uni Mannheim
• Operated by Chris Bizer
• Extracts structured data from the Common Crawl
– WebTables: 147 Million relational tab. (11Billion HTML Tab.)
– Hyperlink Graph: 3,5 Billion Webseiten, 128 Billion Links
– Semantically annotated data:
• November 2013: 44TB, 2.2Bn URLs
• Dezember 2014: 160TB, 2Bn URLs
Source: http://webdatacommons.org/structureddata/

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• November 2013 corpus
• Subset: schema.org/Hotel
– 35GB
– 127 Mio. Triples
• OWLIM-SE Repository – thanks Ontotext
• SPARQL Queries
• Linux Debian 3.2, STI – thanks David

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1) How many hotels are annotated with schema.org?
4.841.353
• Hotels annotated several times
– own website
– booking websites
740.298
• Lost all hotels with same names
– Adler, Post, ...
 Bind to address!

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Hotel
4.841.353
Address
3.035.000
Country
1.904.000
Name
1.125.000
Region
1.902.000
ZIP
2.011.000
Street
2.284.000

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Hotels per Country
Austria: 148
Tirol: 287
Innsbruck: 63
1.US 1021513
2.CA 52360
3.CN 20648
4.GB 11580
5.DE 3163
6.MX 1921
7.PR 1250
8.AR 1016
9.PH 765
10.IN 699
11.TR 681
12.AE 391
13.KR 377
14.RO 373
15.QA 343
16.PA 299
17.SA 292
18.AU 290
19.BR 258
20.CH 238
21.TH 234
22.SR 217
23.HK 156
24.EC 150
25.AT 148
26.CO 143
27.PE 129
28.BE 127
29.ID 109
30.BH 93
 Obviously errors in annotating

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Hotels grouped by ZIP in Tirol
18%
10%
8%
4%
4%
3%
2%2%2%2%
45%
6020 6370 6100 6450 6580 6456 6215 6213 6365 6010 other
Innsbruck
Kitzbühel
Seefeld
Sölden
St. Anton
Obergurgl
Achenkirch
Pertisau
Kirchberg

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What categories of hotels are annotated?
http://schema.org/Rating

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Hotel
4.841.353
Address
3.035.000
Country
1.904.000
Name
1.125.000
Region
1.902.000
ZIP
2.011.000
Street
2.284.000

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Hotel
4.841.353
Addres
3.035.00
Country
1.904.000
Name
1.125.000
Region
1.902.000
Rating
2.377.000
RatingValue
2.375.000

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What categories of hotels are annotated?
866.932
651.606
426.925
176.800
135.958
35.079
66.208
15.476
941

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2) How is schema.org used?
15%
14%
13%
9%
8%
7%
7%
5%
5%
4%
13%
schema.org usage
http://schema.org/Hotel/name http://schema.org/Hotel/review
http://www.w3.org/1999/02/22-rdf-syntax-ns#type http://schema.org/Hotel/image
http://schema.org/Hotel/address http://schema.org/Hotel/aggregateRating
http://schema.org/Hotel/rating http://schema.org/Hotel/description
http://schema.org/Hotel/url http://schema.org/Hotel/geo
Other
Property # %
http://schema.org/Hotel/name 5666474 117.0432
http://schema.org/Hotel/review 5226132 107.9478
http://www.w3.org/1999/02/22-rdf-syntax-ns#type 4841353 100
http://schema.org/Hotel/image 3439579 71.04582
http://schema.org/Hotel/address 3035301 62.6953
http://schema.org/Hotel/aggregateRating 2723587 56.25673
http://schema.org/Hotel/rating 2377406 49.10623
http://schema.org/Hotel/description 1934486 39.95755
http://schema.org/Hotel/url 1749830 36.14341
http://schema.org/Hotel/geo 1323333 27.33395
http://schema.org/Hotel/telephone 1124948 23.23623
http://schema.org/Hotel/faxNumber 703274 14.52639
http://schema.org/Hotel/photo 642159 13.26404
http://schema.org/Hotel/openingHours 558353 11.533
http://schema.org/Hotel/logo 549525 11.35065
http://schema.org/Hotel/branchof 369942 7.641294
http://schema.org/Hotel/additionalType 308168 6.365328
http://schema.org/Hotel/photos 224887 4.645127
http://schema.org/Hotel/maps 86935 1.795676
http://schema.org/Hotel/breadcrumb 82122 1.696261
http://schema.org/Hotel/priceRange 52071 1.075546
http://schema.org/Hotel/price 37634 0.777345
http://schema.org/Hotel/email 31854 0.657957
http://schema.org/Hotel/event 24838 0.513038

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3) Who uses schema.org in tourism?
Hypothesis:
„Schema.org is mainly used by booking- and rating
websites, barely by hotels themselves.“

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Approach:
• Hotels on booking- & rating sites
Search for annotation on own web site
• Countercheck with annotated hotel websites
Multiple appearance in data set?
Currently: exemplaric (top-booking sites)
Next step: full data set

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Summary:
• Main user of schema.org/Hotel:
booking- and rating sites
Errors:
incomplete
Wrong claces
Wrong attributes
Wrong datatypes
Comprehensive errory analysis: Uni Mannheim
(R. Meusel & H. Paulheim) [1]
[1] http://dws.informatik.uni-mannheim.de/fileadmin/lehrstuehle/ki/pub/MeuselPaulheim-HeuristicsForFixingCommonErrorsInDeployedSchemaOrgMicrodata-ESWC2015.pdf

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Annotation „Hotel“ right  but the same on every subpage!

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What did we do with that knowledge?
• Talk at TFF 2015 in Mayrhofen
• Paper for SEMANTICS 2015
• Consulting of some participants of TFF
– Hotel Adlers Innsbruck
– Hotel in Seefeld
– ...