The Importance of Hotel Reputation Management

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hotel reputation management

Hotel Reputation Management: What It Is…And Why You Need It

Hotel reputation management can play a critical role in the success (or failure) of any property. Digital media has completely transformed how we shop. Today’s consumers have access to a global collection of online reviews, posts, tweets, and updates, making it an excellent resource for buyers looking to make an informed purchasing decision…about, well, anything.


The hospitality vertical can be especially vulnerable to what former guests have to say given the number of lodging options in any given location. Once tourists select a final destination, countless properties will virtually vie for a traveler’s attention as they begin their browser searches. As a hotel owner, it’s critical to understand that online buzz won’t only help you fill rooms; it can also directly affect your sales volume, making an effective management strategy a must.

Online Reviews: The Good, The Bad, And The Non-Existent

hotel reputation management
hotel reputation management

Yes, variables like rate, size, and other fringe amenities (free continental breakfast, anyone?) will all have an impact on guests’ selections. However, modern travelers also want to dig into some of the less tangible factors as well. Hoteliers everywhere recognize that it’s not only about price; it’s often about the overall experience guests can expect when booking a property. Online reviews play a key role in shaping and defining those expectations. According to TripAdvisor, when planning and booking trips and accommodations, 93% of its users consider reading reviews “important.” Additionally, of those polled, 83% will “usually” or “always” reference reviews before booking a hotel. Having an extensive assortment of positive reviews from satisfied customers can give prospective guests the reinforcement they need to entrust your property with their business.

Of course, with good reviews come not-so-good reviews. Unexpected circumstances and unavoidable events can and will happen…and guests will write about them. While hoteliers understand that even the best resorts will suffer at least a few negative posts, many don’t realize that, when it comes to online reputation management, a bad review isn’t the worse thing that can happen to their brand…having no reviews at all is. TripAdvisor points out that more than half of its users will not book a property that doesn’t have any reviews, proving that there really is no such thing as bad press…as long as your property has some press.

Digital Marketing Agencies Boost Brand Reputation

Working with an experienced digital marketing agency that specializes in hotel reputation management services can give your property the competitive edge it needs to stand apart from other lodging options. An experienced firm will partner with your internal team to understand specific marketing goals as well as your property’s key differentiators to develop a customized campaign that boosts your brand reputation within your targeted demographic.

A qualified marketer will create your initiative using three very specific reputation management capabilities: repairing, building, and maintaining. Additionally, your chosen provider will develop a solution that effectively encourages guests to post, comment, and share across a multitude of relevant review platforms, booking portals, and even social media pages. A professional and comprehensive approach quickly gains sustainable momentum and ensures your brand is distributing and promoting its feedback intelligence to consumers in the most effective ways possible.

Are you currently dealing with bad press…or no press at all at your hotel? Contact Repair Bad Reputation today to let us help you change the conversation!










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